Martin Cullen (Waterford, Fianna Fail)

I agree with the Deputy that any actions now to solve the problem this year would be very late. All the decisions with regard to this year have already been taken. There has been significant reorientation within the budgets for marketing expenditure, focusing on the different markets and the type of holidays being promoted. The Deputy is probably familiar with the new campaign on television, being broadcast throughout the world, which shows why people should visit Ireland. We have maintained the full tourism marketing spend and there is a significant focus on the UK market because it is likely many UK residents will holiday within the UK and it is hoped they will also come on holiday to Ireland this year. There has also been specific targeting within the US market. The renewal group is studying the strategy for the period up to 2013. Mr. Maurice Pratt is the chair of this group and I commend him on the amount of time he has given to it. He has impressed me greatly because of his commitment of his personal time and effort from which we will all benefit.

The Deputy is correct in that one could not expect a change this year. They have presented a picture of the worst-case scenario which is the figure of 9% and based on significant research carried out in recent times in other markets. The problem is that the other markets are experiencing the same sort of economic situations, in some cases even worse economic situations. We are trying to maximise the number of tourists coming to Ireland. I have said it will be more than 7 million visitors as this was the record only three or four years ago. If we can maintain it over that figure, we will certainly be in a position to win the battle as regards tourism spend in Europe this year.

See this speech in context