Brendan Griffin (Kerry, Fine Gael)
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I thank the Deputy. Before I wrap up, I wish to raise a few issues. I know we say it every year but this year, in particular, with the fall in sterling, holidaying at home is something we must really push in order to make up for any shortfall that might result from a drop in the number of UK visitors.

The 9% VAT rate was probably the most pro-rural policy of any Government in a long time and its benefit extended to every single community. I agree that it is a crude instrument in that one cannot pick and choose where one applies it but in the aftermath of the Brexit vote and the reduced strength of sterling, it is more crucial than ever that we would hold onto it. I accept it is more effective in some areas than others but it is something that benefits every community in the country.

On the UK market, we need to build on the wonderful exposure that we got on Sunday from "Top Gear" on the BBC. I remember that when I wrote to the BBC two years ago, inviting them to film "Top Gear" on the Wild Atlantic Way in Kerry, people laughed at me. It happened. It is the most watched TV programme in the world. We really need to follow up that screening with an intensive marketing campaign in the UK to remind people where "Top Gear" was, that they have seen it before and that it is only a ferry away. Chris Evans has done the country a massive service through his radio show, which has millions of listeners, by highlighting the Wild Atlantic Way and what he saw when he came here to film "Top Gear". The agencies need to follow up and remind consumers in the UK and around the world about "Top Gear" and maybe liaise with the BBC about using for marketing purposes the footage it broadcast, because it was beautifully shot. It was a wonderful opportunity for Ireland, particularly for the Wild Atlantic Way. There is a massive opportunity to build on this and market the Wild Atlantic Way as an all-year-round destination, as something to do in the winter as much as in the summer, to try to fill up some of the ceiling space in the shoulder months. I have always felt that the Wild Atlantic Way is more spectacular and invigorating in January than in July. We need to push this slogan, "The wilder the better," to try to gain full-year, 12-month employment along it. There is massive potential for us to do that and to market it on a global basis.

The Department also needs strongly to consider an urgent follow-up to the Gathering. It was a great success and a catalyst for increased tourism activity in 2013. It is timely that we follow it up with something similar to get things moving again. Word of mouth is probably the strongest marketing tool there is, but we need to keep that going. We can now build on the success of recent years with follow-ups like that.

Finally, the travel tax was a positive initiative. It needs to be maintained from a budgetary point of view. It has certainly paid for itself many times over. It is important for us to keep that.