Dáil Éireann Debate, Tuesday - 9 May 2017
618. Deputy Thomas P. Broughan asked the Minister for Transport, Tourism and Sport the additional steps Tourism Ireland will take to increase the number of UK visitors coming here in view of the fact the number of visitors from the UK is down in quarter 1 of 2017 compared to quarter 1 of 2016; and if he will make a statement on the matter. [21767/17]
Amharc ar fhreagraTourism Ireland is responsible for promoting the island of Ireland overseas as a visitor destination and any specific measures it takes are operational matters for the agency. However, I am aware that Tourism Ireland aims to mitigate any adverse impact of Brexit in the British market through implementation of the following policy initiatives:
- In Britain, competitiveness and the value for money message are more important than ever this year. Tourism Ireland is placing a greater focus on its 'culturally curious' audience, who are less impacted by currency fluctuations. It has an extensive, year-long programme in place which includes a greater focus on publicity. It is also undertaking an expanded partnership programme with airlines, ferry operators and tour operators, communicating a strong price-led message to drive home value for money.
- Market diversification: A key element of Tourism Ireland's strategy since 2014 has been market diversification – which has seen Mainland Europe become the largest contributor of overseas tourism revenue, followed by the USA. It is continuing to implement its market diversification strategy and this year it intends to maximise holiday revenue through investment in North America and Mainland Europe.
The major promotional themes for 2017 include the Wild Atlantic Way, Ireland's Ancient East, the St Patrick's Day global greening initiative, screen tourism and city breaks. Tourism Ireland is promoting Ireland across a range of marketing platforms, including TV, radio, cinema, print and digital advertising as well as co-operative marketing campaigns with air and sea carriers, tour operators and travel agents. It is also continuing to work closely with tourism businesses from across Ireland at international holiday fairs and promotions, sales missions and business-to-business events.
