Martin Cullen (Waterford, Fianna Fail)

Tourism Ireland is communicating strongly to consumers in overseas markets that the island of Ireland is a great place to visit, is easily accessible and offers the consumer great value for money. There has been great emphasis on discounting and it is having a very positive impact. Tourism Ireland is spending 66% of its marketing budget in the first half of the year to frontload its marketing campaigns across all markets to secure as much business as possible for the peak and shoulder season. It has invested approximately 40% of its overseas marketing spend in tactical and co-operative marketing activity to stimulate business to the island of Ireland, as I have just highlighted, and to convey the message of great fares, excellent offers from the industry on the ground here and a wonderful holiday experience. It is providing more than 680 platforms and 2,600 promotional opportunities worldwide to the industry so it can present to consumers compelling, bookable offers across the channels.

Deputy Upton asked me about the home market, and Fáilte Ireland will invest more than €3 million with additional industry support for a year-round domestic marketing programme incorporating television, radio, press and outdoor channels to promote awareness of and interest in taking a break this year. Key messages in the 2009 campaign will be the convenience and value of holidaying at home. An additional €4 million will be invested in supporting local and national festivals. This has proved to be enormously successful this year. All the small and large festivals around the country are drawing significantly more people than in years past and that is having a tremendous benefit in the local economies and areas in which it is difficult to create activity.

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