John O'Donoghue (Kerry South, Fianna Fail)

As I previously advised the House in response to similar questions on 17 November 2005, individual actions and measures relating to tourism promotion and development in specific areas of the country are day-to-day functions of the State tourism agencies. I was pleased to launch the economic report referred to by the Deputy, The Case of Ireland West, which was commissioned by Ireland West Tourism. The report, an important work, complements the report of the tourism policy review group, which highlighted the economic and regional importance of the tourism sector and the issues and challenges which need to be faced if we are to ensure the benefits of tourism growth are spread throughout the country. National tourism policy has placed a particular emphasis on putting policy measures in place, arising from the policy review document, New Horizons for Irish Tourism: An Agenda for Action, to achieve a wider regional spread of tourism business. This is important as the increase in shorter breaks and urban tourism continues to bite in rural areas. In 2006, Fáilte Ireland will invest over €60 million in developing regional tourism, for example by supporting local festivals, building capability and strengthening the tourism product. It will channel approximately €10 million directly to the regional tourism companies, which are responsible for promoting and developing tourism, so they can strengthen and enhance their operational and marketing capabilities this year. This investment is designed to ensure a high-quality visitor servicing experience at key tourist information offices and a strong overseas promotional effort.

Tourism Ireland and Fáilte Ireland are rolling out some innovative approaches in 2006, which should heighten the regional impact of Ireland's marketing activities nationally and overseas. Fáilte Ireland is introducing a new local area marketing fund to help the industry to generate additional business in 2006 and 2007. As it recognises the importance of home holidays at regional level, it proposes to invest €4 million to sustain the recent remarkable growth in the home market. It will advertise domestic holidays and short breaks for 44 weeks of the year to reach and stimulate the impulse market. Fáilte Ireland's website, www.ireland.ie, generated 500,000 direct sales leads to the tourism industry in 2005. As activities and attractions — things to do and see — are central to increasing the average spend per visitor, Fáilte Ireland intends to continue to concentrate on product development, such as developing and promoting looped walks, angling, festivals, cycling routes, equestrian, golfing and water based activities. A new €1 million innovation fund will be available to industry groups seeking to develop and market new tourism initiatives. The recruitment and training of people to work in tourism remains a key issue for the industry across all regions. Fáilte Ireland has decided to deliver 80 return to work programmes in 55 locations. Four temporary training centres will be set up to attract approximately 500 local people into tourism. The programmes which are run at the workshops have proved to be extremely popular as a means of providing training relevant to the needs of local employers. Fáilte Ireland recognises the particular pressures on small tourism businesses. In response, it is establishing tourism business networks in every county as a practical step to help small businesses to address their development needs.

Additional information not given on the floor of the House.

Tourism Ireland will invest an estimated €5 million in 2006 to support the promotion of the regions of Ireland overseas. It will engage in additional co-operative marketing with all regions. Key activities include presenting "super region" brands based on strategic marketing alliances between adjoining neighbour regions. Building on the success of the Go West initiative, which was launched last year, Tourism Ireland is proposing an enhanced joint marketing programme for the regions. The campaigns will highlight the attractions of the area, such as ease of access, and present good value packages from the industry to consumers in the key markets of Great Britain and mainland Europe. Tourism Ireland will also present and promote a series of all-island tourist theme trails, or rainbow routes, to help tourists to get the most out of their visit. The themes of the trails will include music, gourmet interests, literature, history, Christian heritage and houses and gardens. The trails will be cross-regional. Tourism Ireland will further promote and support regional access development and reinvigorate the car touring sector.

The House will appreciate that visitors cannot be forced to go to a particular location against their will. Individual communities and operators in the regions are primarily responsible for presenting and marketing compelling attractions, facilities, accommodation and experiences that deliver value for money and quality service. The Deputy will be aware that the initiatives to which I have referred are being pursued against a backdrop of the restructuring and refocusing of the delivery of tourism at regional level. They will eventually lead to the provision of a one-stop-shop for the tourism industry in the regions, with strong regional representation. The revision of regional tourism structures, which I have fully endorsed, is based on the PricewaterhouseCoopers and Travers reports on how best Fáilte Ireland might carry out its development mandate throughout the country. The PricewaterhouseCoopers report highlights the need for a much wider and strategic brief for regional tourism. It recommends a greatly increased emphasis on targeted marketing, product development and enterprise support and suggests establishing an integrated linkage between regional tourism strategy and national policy and exploiting avenues to leverage increased resources. An implementation group, chaired by Mr. Finbarr Flood, was established to assist Fáilte Ireland in implementing the recommendations of the two reports. Fáilte Ireland expects that changes on foot of this work will be seen in the regions later this year.

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