The national development plan includes an allocation of £150 million for a tourism marketing sub-programme over the period 2000-06 and consists of two measures, a destination marketing measure and a niche marketing measure. Decisions as to the allocation of funding under this sub-programme are a matter for Bord Fáilte in consultation with the Tourism Marketing Partnership, a special group set up within Bord Fáilte composed of Bord Fáilte executives and tourism industry representatives.
Britain is our largest and most important tourism source market, accounting for more than 3.4 million visitors in 1999 or 58% of total overseas visitors and almost £800 million or 43% of overseas revenue. However, growth in visitor revenue slowed to 5% in 1999 compared to annual average growth of 15% in previous years. The British holiday market is among the most competitive in the world and is constantly changing. Although sterling remains strong, all foreign travel is cheaper and new exotic destinations now come within the reach of a wider number of British holidaymakers.
Latest intelligence for 2000 indicates that the length of stay of British holidaymakers to Ireland continues to shorten, with above average growth in short breaks to cities such as Dublin and Cork in additional holidays, at the expense of the more traditional main holiday. This is part of a long-term trend in the short-haul international tourism market, affecting all holiday taking. Shorter holidays are now the most dynamic growth sector affording us new and growing opportunities in that area.
Bord Fáilte commissioned an independent review of Irish performance in the British market within the past 12 months. I understand that, given the importance of the British market to Ireland, Bord Fáilte is already addressing, in full consultation with the industry, the current issues arising within the British market as highlighted in this review.
Additional information
A combined industry and Bord Fáilte response is expected to emerge through the Tourism Marketing Partnership which will outline future strategy for the British market. Meanwhile, in the immediate term, Bord Fáilte will, I understand, be running a combination of brand building with a tactical advertising campaign which will highlight value for money and product options. Bord Fáilte state that it also proposes to work with the industry to develop a direct marketing approach to make the most of the potential for repeat business.
There is already provision for a comprehensive mid-term review of measures in the national development plan in 2003 which will include the operation of the destination marketing measure. The Deputy will be pleased to note that notwithstanding our concerns about the British market, official CSO figures for the first half of 2000 showed that total British visitors grew by 2%. I understand from Bord Fáilte that preliminary unpublished figures show there was further growth up to August.