Séamus Hughes
Ceist:30 Mr. Hughes asked the Minister for Tourism and Trade the plans, if any, he has to improve the performance of Irish tourism in the shoulder season. [13334/96]
Written Answers. - Off-Season Tourism.
Donal Moynihan
Ceist:62 Mr. Moynihan asked the Minister for Tourism and Trade the way in which he plans to improve revenue from tourism in the off-season period. [13331/96]
I propose to take Questions Nos. 30 and 62 together.
One of the principal objectives of the Operational Programme for Tourism 1994-99 is to encourage significant growth in the shoulder and off-peak periods. Accordingly, the whole thrust of the programme is geared towards the enhancement of tourism facilities to operate on an all year round basis, as far as is feasible, and marketing to achieve this aim. Particular priority has been given to the provision of a wider variety of weather independent visitor facilities.
In 1995, the number of off peak tourists is estimated to have increased by 18 per cent, a full three percentage points ahead of overall tourist growth for that year. The addition to the range and quality of weather independent facilities in 1996 and future years, together with substantial investment in marketing, is geared towards achieving further increases in tourist numbers and revenue in the shoulder and off-season periods. The Minister of State's Domestic Tourism Marketing Initiative will provide an added boost for business in the autumn period this year. Co-operative advertising on radio, television and in the press over the period September to November will heighten the awareness of Irish consumers to the attractions of holidaying at home during the autumn and winter months.
Seasonality was highlighted by the members of the newly-appointed Tourism Council as a major concern on the part of the industry.
At the last meeting of the council on 20 June there was an in-depth discussion on all aspects of seasonality and arising from that, the council has set up a small group to further consider medium-term strategies to address the subject.