John O'Donoghue (Kerry South, Fianna Fail)

Achieving as wide as possible a distribution of visitor numbers across the different regions with an associated spread of tourism revenue, has long been recognised as a major objective and challenge for tourism policy. In more recent times there has been an increasing international trend towards shorter more frequent breaks, which clearly favours easily accessible urban destinations. That has driven, to a significant extent, the more recent growth in Dublin and the eastern region. At a time of overall national tourism growth, I am concerned that the issue of regional spread should be pro-actively and energetically addressed and in that context I am pleased that the programmes and initiatives operated by the State tourism agencies and the action plan set out in the report of the tourism policy review group fully reflect this objective.

In their plans for 2005, both Tourism Ireland and Fáilte Ireland will roll out a number of innovative approaches which should heighten the regional impact of Ireland's marketing activities both nationally and overseas. All regions will feature prominently in the full range of marketing activities; a dedicated marketing fund for tactical co-operative initiatives with the regional tourism authorities and their members will be established for 2005; a region to region approach will be adopted in Britain which will capitalise on direct access links to the regions; specific campaigns promoting the western seaboard will be mounted in North America; a sponsor a region approach will be adopted in Europe whereby each market office will focus attention alternately on a particular Irish region in order to enhance the awareness of the local trade of what that region has to offer; an enhanced consumer website with increased functionality and a strong regional input will provide for more dynamic up to the minute packages to entice the domestic traveller; and a strong focus on event-based holidays will be complemented by a more streamlined and targeted festivals and cultural events fund which will continue to favour the lesser-developed regions.

While many of the actions proposed by the tourism policy review group will have a positive impact on the regional distribution of tourism numbers and revenue, key actions I would highlight include those relating to product development, tourism promotion, access transport and the appropriate infrastructure and arrangements for the delivery of tourism policy at regional level.

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A major impediment to growth for certain regions, particularly the western seaboard and the north west, and from certain key source markets, particularly the US, has been the lack of good quality direct access. Recent developments, in particular the decision by Ryanair as regards its plans to develop Shannon Airport as a European hub, the announcement by American Airlines on new services from Boston and Chicago and the plans of Continental Airlines for a new direct service to Belfast, provide a welcome boost to the regions as we move into 2005. These developments build on the significant expansion by Aer Lingus of its route network since 2001. Tourism Ireland and Fáilte Ireland, which have been active in their pursuit of access improvements, will help to promote these routes in order to optimise their inbound tourism potential.

As the House will be aware, I have no direct responsibility as regards individual actions or measures relating to tourism promotion or development in so far as specific areas of the country are concerned. These are, of course, a day-to-day function of the tourism agencies.

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