Dáil Éireann díospóireacht -
Wednesday, 31 Jan 2001

Vol. 529 No. 2

Written Answers. - Tourism Promotion.

Brendan Howlin

Ceist:

64 Mr. Howlin asked the Minister for Tourism, Sport and Recreation if he will consider the establishment of a special marketing fund for the traditional British market, having regard to the reduction in numbers, other than in the short holiday category; and if he will make a statement on the matter. [2402/01]

Minister for Tourism, Sport and Recreation (Dr. McDaid)

Britain is Ireland's most important market for tourism, representing 3.5 million visitors and approximately £900 million in revenue earnings in 2000. Based on latest CSO statistics, Bord Fáilte estimates that overall visitor numbers from Britain increased by 5% last year, with revenue earnings increasing by 13%.

However, notwithstanding the above figures, there is evidence of emerging weakness in recent years in the British holiday market which is causing concern to both the industry and Bord Fáilte. It was for that reason that Bord Fáilte commissioned a major external consultancy review last year of the British market for holidays in Ireland. The review highlighted a number of issues within the market and put forward a series of recommendations to address the emerging challenges.

This consultancy review has been considered by the new tourism marketing partnership, which includes the industry and Bord Fáilte, and it has submitted a joint report to me which recommends a specific programme to address the strategic challenges in the British market, including a proposal for funding incremental marketing activities. This programme involves a combination of brand building with a tactical year round advertising campaign to reflect changing seasonality and holiday decision taking patterns. A shift in marketing direction is also envisaged, with greater emphasis on building customer relationship marketing.

I am pleased to point out that, in the recent budget, additional funding of £12.5 million was announced for tourism marketing in 2001, of which £5 million is designed to enhance the general tourism marketing effort, including addressing emerging challenges in the British market, furthering wider regional spread and supporting smaller tourism enterprises. The intention is that a substantial proportion of this £5 million will be directed towards the British market and I am awaiting specific proposals from Bord Fáilte, building on the recent work of the tourism marketing partnership. This is additional to general tourism marketing proposals for 2001 formulated by Bord Fáilte in conjunction with the tourism marketing partnership and launched before Christmas.