Denis Naughten
Ceist:36 Mr. Naughten asked the Minister for Tourism, Sport and Recreation the measures he plans to introduce to address the regional disparity of tourism related activity. [1849/02]
Written Answers. - Tourism Industry.
More balanced regional tourism is one of the objectives of Government policy on balanced development as set out in the national development plan, NDP. The challenge for the future is to ensure that not only overall tourism revenue increases, but also that the less developed regions share should continue to grow. To this end, a specific target has been included under the framework of the NDP for the BMW region's share of overseas tourism revenue to increase from 25% to 28% over the life of the plan.
I am pleased to say that yesterday I formally launched the tourism product development scheme, which is provided for in the NDP and has been designed specifically to improve the spatial spread of tourism. The scheme has a particular focus on less developed areas and makes provision for public sector investment of 130 million over the next five years to help such areas realise their potential and to stimulate new tourism growth areas. However, it cannot be emphasised often enough that successful realisation of tourism product development strategy is dependent on, and directly linked to, the delivery by relevant local and other authorities of the necessary infrastructure, facilities and controls.
In addition, comprehensive marketing plans for 2002, recently announced by Tourism Ireland Ltd. – TIL – and Bord Fáilte also include, among their objectives, regional development and target a broad mix of tourists of varying age, interest and market origins. The successful marketing of Ireland abroad plays a key role in encouraging a wide dispersal of visitors throughout the country and throughout the year, so that the benefits of tourism can be more evenly spread.
TIL's programme budget for 2002 of 27 million for the international marketing of the island of Ireland is the largest ever annual budget allocated for such a purpose. It is supplemented by substantial niche-product marketing funding by Bord Fáilte and a further 11 million for tourism marketing, which was announced by my colleague, the Minister for Finance, in the recent budget. Over half of that additional money is aimed specifically at expanding regional tourism.
In 2002, Bord Fáilte will implement an intensive marketing campaign in the home market and Northern Ireland, providing promotional platforms for the industry. The campaign, which has a budget of 2.1 million, will be particularly strong from February to May and September to November to encourage seasonal and regional extension. It comprises a new advertising campaign, tactical advertising with special offers, complementary publicity and PR, promotions, direct marketing and the distribution of more than 0.5 million Discover Ireland brochures enhanced by the use of the recently introduced Discover Ireland website.
Questions Nos. 37 to 43, inclusive, answered orally.