Dáil Éireann Debate, Tuesday - 21 February 2023
121. Deputy Ruairí Ó Murchú asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media if she will outline the work her Department has carried out to increase cross Border tourism in 2022; if work is underway to market the Newry, Mourne, Gullion, Cooley, Dundalk areas as tourism destinations within Ireland’s ancient east; and if she will make a statement on the matter. [8396/23]
Amharc ar fhreagraIn 2022, Tourism Ireland continued to promote the island of Ireland, in more than 21 markets overseas, as a compelling holiday destination. The €35 million increase to the Tourism Marketing Fund that I secured in Budget 2022 was instrumental in helping to restore inbound tourism to approximately 75% of 2019 levels.
As part of its marketing strategy, Tourism Ireland established a recovery framework which was underpinned by an extensive programme of promotional activity throughout 2022. The organisation rolled out a flexible, three-phase plan to RESTART, REBUILD and ultimately REDESIGN demand. Over €80 million was invested in the programme in 2022, which allowed Tourism Ireland to ramp up its campaigns in key international markets.
On 20 January 2022, I took part in a Shared Island Dialogue event hosted by the Department of the Taoiseach, which focused on all-island tourism. Over 160 tourism and civil society stakeholders from across the island joined the event online to discuss the success of tourism cooperation on the island of Ireland over the past 20 years and explore how best to enhance opportunities for domestic and international visitors in the years ahead. Over the course of the dialogue, a number of key themes emerged including the opportunity for greater alignment and linkages between tourism initiatives on the island and further developing on-island cross border tourism.
My Department also had extensive engagement with the Department of the Taoiseach regarding Shared Island funding, with the result that €7.6 million is being allocated for a new all-island tourism brand collaboration and marketing initiative, connecting the Causeway Coastal Route and the Wild Atlantic Way in the North West.
Throughout 2022, officials from my Department liaised with their counterparts in the Department for the Economy in Northern Ireland via regular meetings and also quarterly operational meetings which also included Tourism Ireland.
My Department and both tourism agencies will continue to foster north-south co-operation to enhance an all-island tourism offering and grow international visitor numbers to the entire island.
With regard to marketing the specific areas to which the Deputy refers, Fáilte Ireland will continue to develop, support and promote tourism in all parts of Co. Louth within its Ireland’s Ancient East Experience Brand. Because Fáilte Ireland's remit does not extend to jurisdictions outside the State, it is not possible to include any part of Northern Ireland in the Ireland’s Ancient East experience brand.
