Dáil Éireann Debate, Tuesday - 6 October 2009
775 Deputy Pat Breen asked the Minister for Arts, Sport and Tourism further to Parliamentary Question No. 153 of 25 March 2009, his plans to increase funding for regional marketing; and if he will make a statement on the matter. [33593/09]
Amharc ar fhreagraOperational responsibility for tourism marketing rests with the tourism agencies. In terms of the future funding for such campaigns, this will be considered as part of the normal discussions on the forthcoming Budget and the Departmental Estimates for 2010.
There is no doubt that the period to date in 2009 has been very difficult for tourism globally with all major international tourism destinations showing decreased numbers of visitors. Latest figures from the Central Statistics Office show a reduction of 10.4% in the number of overseas visitors to Ireland for the first seven months of 2009 compared with the corresponding period of 2008. While any reduction in the number of overseas visitors is disappointing, it must be seen in context. Ireland enjoyed several years of successive growth in visitor numbers, reaching a record of just over 8 million in 2007. In terms of the 2009 figures, Ireland is actually maintaining its position, or performing better than some other competitor destinations.
In terms of marketing campaigns, Tourism Ireland is keeping its programmes under constant review, to ensure necessary flexibility and responsiveness. It front-loaded its campaigns across all markets to secure as much business as possible for the peak and shoulder season and has now intensified its tactical and cooperative marketing activity for the second half of the year with an €18 million autumn campaign. An intensive marketing campaign is currently underway in the North American market. The campaign focuses mainly on the 8 gateways which offer direct services to the island, including those to Shannon. The “Ireland’s Wonderful West Awaits You” campaign is continuing and throughout September and October, Tourism Ireland is carrying out a five-week “Ireland’s Wonderful West Awaits You” online advertising campaign.
On the domestic front, Fáilte Ireland committed to its largest ever campaign to promote home holidays in 2009, with in excess of €3 million being invested in a year-round marketing programme promoting awareness of, and interest in, taking a home break. The Autumn Initiative, co-ordinated and implemented by Fáilte Ireland with additional funding from members of the tourism industry, was launched last month and is intended to boost business in September and October 2009.
While I know that our businesses and tourism agencies are responding positively to current challenges, it is just as important that the strategic framework for tourism development responds to the changing environment. Accordingly, I established the Tourism Renewal Group, which has been tasked with reviewing and, where appropriate, renewing the current tourism strategy to ensure that it is focused for the short term and, looking further ahead, that the tourist industry is well placed to benefit from the upturn when it comes. The Group has finalised its report, which contains recommendations in the form of a Framework for Action for the period to 2013 and it will be published very shortly.
