Tony Killeen
Ceist:56 Mr. Killeen asked the Minister for Tourism and Trade the plans, if any, he has to ensure that Ireland's marketing strategy attracts high-spending tourists. [16880/95]
Written Answers. - Marketing Strategy.
David Andrews
Ceist:98 Mr. Andrews asked the Minister for Tourism and Trade the plans, if any, he has to attract higher spending tourists to Ireland. [17079/95]
I propose to take Questions Nos. 56 and 98 together.
A primary objective of the Operational Programme for Tourism 1994-1999 is to generate foreign earnings of £2.25 billion per annum by 1999. This will be achieved by increasing visitor numbers and most importantly by increasing visitor spend.
The Marketing Sub-programme of the Operational Programme envisages a total spend on marketing activities of £125 million over the six years of the programme, a significant proportion of which support marketing campaigns aimed at high-yield markets such as conference and incentive business; quality niche and activity markets such as cruising, golf, equestrian, shoppers; and users of paid services such as accommodation and car hire.
It is also expected that the current review of Ireland's brand image will play a part in positioning Ireland as an attractive destination to higher spending tourists.