Vol. 458 No. 3
14 Mr. Andrews asked the Minister for Tourism and Trade the action, if any, he is taking to establish a tourism brand for Ireland arising from the partnership forum on 14 October 1995; and if he will make a statement on the apparent failure of successive international campaigns to identify with exactitude Ireland's touristic identity. [17036/95]
The first phase of the consideration of a brand image for Irish tourism was completed in the spring of this year with a presentation of initial consultancy findings to the Tourism Council, which is chaired by the Minister for Tourism and Trade. Since then work has proceeded on an operational programme based on the brand vision. This work has been carried out, at the Minister's request, by an advisory group led by Bord Fáilte's international marketing director.
The partnership forum to which the Deputy refers was organised by Bord Fáilte and held on 24 October. The forum gave leading figures in the tourism industry the opportunity to discuss strategic issues facing Irish tourism, to hear the results of research on international consumer perspectives of Ireland and to debate further steps in the development of the brand image. It was agreed that further such fora would be convened as thinking developed. Meanwhile, Bord Fáilte was instructed to continue, under the aegis of the advisory group referred to already, to develop brand positioning proposals and communications strategy.
The second part of the Deputy's question appears to be based on certain elements of media reporting of the forum which, perhaps not surprisingly, concentrated on some of the findings of the research on international consumer perspectives of Ireland. While that research did throw up some unexpected findings, I would not agree with the implication in the Deputy's question that previous marketing campaigns have been unsuccessful. The reality is that Irish tourism has performed extremely well in recent years and is making a growing contribution to wealth and job creation here.
We have less than 20 minutes to deal with five priority questions. I am most anxious to facilitate all the Deputies concerned. I ask for co-operation to achieve that aspiration.
I do not appreciate the response to my question which was a reasonable one and related not to my findings, but to the proceedings at the forum which the Minister, Deputy Kenny, attended. Millions of pounds have been invested in seeking to establish a new tourism brand for Ireland, in many instances, without success based on the findings of analysts and others. In this regard, is it necessary to conduct another analysis?
Some people do not think spontaneously of Ireland as an island nation or as a destination suitable for women and children. They think most of us spend all our time in the pub. I am not making a moral judgment in that respect, but is it necessary to waste time, energy and money in seeking to establish a new tourism brand for Ireland? Should we not allow Bord Fáilte, in keeping with the recommendations of the AD Little report, to continue marketing and promoting the country in which it has been very successful?
Does the Minister of State agree that Ireland already has a good brand image, bar a number of blips? The tourism industry had had a successful season. Long may this continue despite our best efforts to make a mess of our brand image.
My views are not at variance with those of the Deputy regarding the contribution of Bord Fáilte to the tourism industry, but it is the view of its new international marketing director that in the past we opted to adopt the "bums on seats" approach rather than engage in long-term planning. Research findings show that if we engage in forward planning the benefits will flow.
Why should we seek to change the brand image in which we have been investing since the 1940s and which has achieved for us some recognition? It is my information, and that of my colleague, Deputy Killeen, that industry experts believe that the concentration on a new brand image is a smokescreen for the failure to increase the marketing budget of Bord Fáilte and the slow pace of its restructuring. They also believe that it will cost more than £100 million to establish a new brand. If all Bord Fáilte's marketing budget — less than £14 million per year — was devoted to this task it would take up to eight years to establish the brand the Minister of State is seeking to achieve. This proves the point that the pursuit of a new brand is a waste of tiem, energy and money which would be better expended elsewhere.
Research findings show that there are significant gaps in the image of Ireland abroad. Bord Fáilte has engaged in this venture to address that problem. It is of the view that far greater benefits would accrue from updating Ireland's tourism brand. I agree with the Deputy that the existing brand, in which we have invested since the 1940s, has served us well to the extent that 3.68 million people visited this country last year. There is, however, a need to alter this image if we are to create more jobs and generate more income from this industry.
All we need do is tell the world that this is an island nation.
That costs money.
