John O'Donoghue (Kerry South, Fianna Fail)

This year the spend on tourism is the highest in the history of the State. It is approximately €125 million. There is a recognition of the difficulties faced by some regions. In their plans for 2005 Tourism Ireland and Fáilte Ireland will roll out a number of very important initiatives which will heighten the regional impact of Ireland's marketing activities nationally and overseas. All regions will feature prominently in a range of marketing activities. A dedicated marketing fund for tactical co-operative initiatives with the RTAs and their members will be established this year. A region to region approach will be adopted in Britain which will capitalise and 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 region to enhance the awareness of the local trade of what that region has to offer, an enhanced consumer website with increased functionality will be provided, a strong regional input will provide for more dynamic and 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 less developed regions.

Fáilte Ireland is investing in the order of €27 million on developing regional tourism from supporting local festivals, building capability and strengthening the tourism product. In regard to the promotion and development of tourism by the regions, Fáilte Ireland is channelling €7.4 million directly into the regional tourism companies to strengthen and enhance their operational and marketing capabilities. This investment is designed to ensure a high quality visitor service experience at key tourist information offices and a strong overseas promotional effort. Several of the programmes and initiatives operated by the tourism agencies favour the regional distribution of tourists and tourism revenue. If we can continue to increase the number of visitors and improve access, as we have done this year — air access from Europe is up 40% and from the US it is up 17%, both of which are extremely good indicators — then there will be a consequent increase in the number of visitors thereby ensuring a greater spread through regional initiatives. We are heading for a record year but, as Deputy Deenihan has said, it is important that the regionalisation of tourism continues apace.

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