Thomas P. Broughan
Ceist:62 Mr. Broughan asked the Minister for Tourism, Sport and Recreation his views on Bord Fáilte's recently published corporate strategy for the next five years; and if he will make a statement on the matter. [19911/99]
Written Answers. - Bord Fáilte Strategy.
I welcome the corporate strategy which Bord Fáilte published in July of this year. As the strategy indicates, world tourism is undergoing rapid and fundamental change on a scale that will deeply impact on the capacity of Bord Fáilte to do its job well. For example, changing consumer demographics, attitudes and lifestyles, combined with greater travel sophistication and experience on the part of the consumer in Ireland's main source markets, have been and will continue to drive change in the type of holiday experience being sought and the way in which it is purchased. Holidaymakers are placing increasing emphasis on quality and value for money. They are more ecologically aware. They travel more frequently, take more short breaks and often, especially for their main holiday, they seek to escape the frenetic pace of everyday modern life.
Competition is intensifying and countries that were previously outside Ireland's traditional competitor set are now competing head-to-head with Ireland for both its home and its overseas business. Changes in the economic climate, abroad and at home, may also affect consumers' purchasing power and their travel patterns, while the enlargement and strengthening of the EU has already put in motion a number of fundamental changes, the impact of which will intensify over the coming years. Chief among the issues affecting tourism are increased competition from new member states, the potential shift in funds to these countries, the euro and price transparency.
In the face of this level of change, and the immense challenges that it offers, the corporate strategy has been developed by Bord Fáilte to identify how best it can use its resources to carry forward its level of past achievement to a successful future. The strategy also maintains the necessary flexibility to accommodate any mandate it receives from Government and the concerns and needs of its partners in the industry.
The corporate strategy will help Bord Fáilte to remain alert and responsive to the ever-changing conditions of the world tourism market. I am confident that, as the board, the management and all the staff of Bord Fáilte have been involved in its compilation, the corporate strategy will provide a firm foundation for building on previous success over the next five years. It will also better enable Bord Fáilte to address any policy reorientations arising in the context of the new National Development Plan.