Vol. 436 No. 6
130 Mr. E. Kenny asked the Minister for Tourism and Trade the proposals, if any, he has to counteract loss of revenue in 1994 both on the home market by Irish people wishing to travel to America and by US citizens not travelling to Ireland because of visitors to the World Cup Finals and so forth; and if he will make a statement on the matter.
On 21 November, 1993, I announced a special £3 million consumer marketing plan co-funded by the Exchequer, the EC and the tourism industry targeted at the North American tourist market. The campaign will be overseen by my Department and will involve the tourism industry, including hoteliers, tour operators and carriers in a co-operative venture with the Department. This is of course in addition to Bord Fáilte's normal promotional activities aimed at the American market.
The World Cup will create an opportunity to increase US visitors to Ireland. The extra aircraft capacity being provided for Irish supporters travelling to the US, will be fully utilised by making the spare capacity on "the empty legs" available for US visitors to Ireland. This capacity will be vigorously promoted.
In relation to domestic tourism, Bord Fáilte is to intensify its efforts with the industry to encourage Irish people to take holiday breaks at home, particularly during the off-season. With the help of business sponsorship, a major national TV promotional campaign is planned which will focus on the value and variety of holiday breaks available in the spring and autumn periods.
The impact and results of the Discover Ireland spring campaign should counteract any potential loss of domestic tourism revenue through Irish people attending the World Cup next year.
I should also point out that when Ireland took part in the World Cup in Italy in 1990, tourism from Italy in that year increased by 97 per cent. Further increases of 31.5 per cent and 5.2 per cent were recorded in 1991 and 1992 respectively.
