Vol. 467 No. 4
54 Miss Harney asked the Minister for Tourism and Trade his views on the fact that Irish persons who travel abroad on holiday spend £1.2 billion; his views on whether the Government contribution of £500,000 to promote domestic tourism is a paltry sum; and if he will make a statement on the matter. [13422/96]
I do not support the Deputy's assertion that the funds allocated by the Government for the domestic tourism marketing initiative are a paltry sum. It must be emphasised that the programme which is being overseen by Deputy Toddy O'Sullivan, Minister of State at my Department, is incremental and complementary to marketing activities already being undertaken by Bord Fáilte and the industry in the marketplace. The incremental State funds of £0.5 million, with investment by the commercial sector, will enable a comprehensive marketing plan to be undertaken in a communications strategy involving television, radio, print and direct consumer promotion. The main elements of the programme will be focused on an autumn campaign which will be conducted in close association with the industry, Bord Fáilte, the Regional Tourism Organisations and Shannon Development.
Earlier this month, a pre-summer campaign involving co-operative advertising in the press was activated to stimulate consumer interest and travel in the home market under the theme "June Value Breaks". Advertisements appeared in the Sunday World, Belfast Telegraph, Sunday Independent and The Irish Times and concluded last weekend. This was the first occasion when there has been active co-ordination, integration and partnership between the Government, State tourism agencies and industry representatives in promoting the home holiday market.
This unique opportunity, through the deployment of Government funds and the active involvement, participation and investment by the trade, will heighten the awareness of the consumer to the attractions of holidaying at home.
I have no particular views to offer on the level of expenditure by Irish persons who travel abroad on holidays. This is part of an international trend of increased foreign travel. Figures provided by the Central Statistics Office show that there was a positive tourism and travel balance for Ireland in 1995 estimated at £410 million.
