Martin Cullen (Waterford, Fianna Fail)

The recent Irish Tourism Industry Confederation's report reviews the factors impacting on the short-term outlook for tourism through Shannon Airport and Ireland generally. It highlights how external factors, such as the economic slowdown in some of our key markets, the relative strength of the euro against the US dollar and sterling, high oil prices and difficulties in the airline industry, present particular challenges this year for Irish tourism. The report also highlights that the Irish tourism industry is in a healthy state and is better positioned to withstand any downturn than in the past as the fundamentals of the industry remain strong.

In terms of specific recommendations under my remit, the report calls for continued funding of Discover Ireland's Wonderful West campaign and other marketing support to maximise opportunities provided by direct services to Shannon. The Government has allocated €50 million, the largest amount ever, for the overseas marketing of Ireland as a tourist destination this year, including an additional €3 million specifically for Discover Ireland's Wonderful West campaign overseen by Tourism Ireland. The campaign, which was developed by Tourism Ireland in consultation with local industry interests, is well under way, focuses on ease of direct access and the good value fares and packages available. I understand the campaign has generally been very well received to date and that is acknowledged in the ITIC report.

Furthermore, I am aware that Tourism Ireland is planning a major autumn campaign in North America to promote travel to Ireland during the autumn and winter period and in 2009. Tourism Ireland will continue to work with carriers to develop opportunities presented by new routes and existing routes of strategic importance. The provision of additional funding for marketing campaigns in the future will be a matter for discussion with the Minister for Finance in the upcoming and future Estimates process. Other tourism-related recommendations, such as the need to improve competitiveness and to improve the range of visitor attractions, are matters for everyone working together in tourism enterprises as well as in the State agencies.

The tourism agencies continue to monitor our competitiveness as a tourism destination and to assist enterprises in responding to changing conditions through the provision of marketing, human resource development and product development supports. I am assured that the tourism agencies will take into consideration the recommendations of the ITIC report in planning for the balance of this year, 2009 and beyond.

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