Vol. 500 No. 1
63 Mr. Deasy asked the Minister for Tourism, Sport and Recreation if he is satisfied that the subvention being provided by the Government to Bord Fáilte is being well spent; and his views on whether the money would be better spent in rewarding tour operators, agents and hoteliers on a pro rata basis for their efforts in attracting tourists to the country. [3490/99]
The implementation of national tourism marketing and promotion policies, particularly those for the medium to longer term, as developeed by me and my Department, is best undertaken by a dedicated executive body such as Bord Fáilte. As the Deputy is aware, with the implementation of the central recommendations of the AD Little review of Bord Fáilte, the board is now free to devote even more attention to the defining role of promoting and marketing Ireland overseas as a tourist destination.
Late last year, the board of Bord Fáilte endorsed a revised senior management structure for the organisation. The board stress that this structural revision is underpinned by a strategic review process which they currently have under way which is intended to ensure that board best placed to serve the needs of the industry in the years ahead.
Tourism industry practitioners also have a vital role in marketing their own products and services, whether as part of a co-operative marketing group, or independently, and thereby contributing to promoting Ireland as a tourism destination.
There is no doubt but that the marketing efforts of the private sector largely complement those of the State and in generating ongoing growth in tourist demand for their individual services, have contributed in no small way to the outstanding success of Irish tourism in general over the past decade.
