Martin Cullen (Waterford, Fianna Fail)

I propose to take Questions Nos. 72, 73, 75, 76, 84 and 153 together.

The latest figures from the Central Statistics Office show a reduction of 12% in the number of overseas visitors to Ireland for the first 11 months of 2009 compared with the corresponding period of 2008. Tourism worldwide saw a significant downturn in the second half of 2008, which continued into 2009, due to the global economic slowdown and loss of consumer confidence. Outbound trips from Great Britain were particularly affected, with the euro-sterling exchange rate making it extremely challenging to attract visitors to Ireland, and indeed eurozone destinations generally.

There is little doubt that 2010 will also be a challenging year for tourism. Nevertheless, it is important to remember that, despite the downturn, millions of people across the world will take holidays this year. I know the industry and the tourism agencies are fighting hard for every bit of this business. It is in that spirit that Tourism Ireland is targeting growth of 3% in visitor numbers to Ireland in 2010, which is a fairly brave move but it reflects the confidence and the level of investment in marketing that is going on.

To assist the tourism sector, an extensive range of marketing, product development, festival and sporting events, training and business supports are being put in place by the tourism State agencies under the tourism services budget of the Department. This increased allocation of public resources in the current difficult budgetary position is clear recognition by Government of the important role the tourism and hospitality sector will play in Ireland's economic recovery. It will also ensure that the level and value of investment in overseas marketing of Ireland can be maintained in real terms, as recommended by the Tourism Renewal Group.

A total of €26 million is being invested by Tourism Ireland in a marketing drive in the first half of the year, including the biggest ever promotional programme of activities to showcase Ireland during the St. Patrick's Day period. Already, agreement has been secured to "green" iconic buildings and attractions like the London Eye, the CN Tower in Toronto, the Sydney Opera house and others. Tourism Ireland will be focusing on those major markets that are likely to deliver immediate returns this year, including Great Britain, Germany and the United States, as research has shown these markets are our best prospects.

On the domestic front, Fáilte Ireland has committed to its largest ever home holiday marketing programme as a central plank in its strategy to increase the home market share of the overall Irish leisure break market. On the business tourism front, the opening of the National Convention Centre in Dublin in September will further enhance our capacity to attract international events. Fáilte Ireland is also working closely with tourism businesses all over Ireland, supporting enterprises and helping them to achieve real cost savings and efficiencies.

In terms of our ability to compete in the international arena in the future, maintaining and enhancing competitiveness is a major issue for Irish tourism as it is for the economy as a whole. In addressing that issue, it is important to bear in mind that competitiveness is about more than price and costs. The tourism agencies continue to monitor Ireland's competitiveness as a tourism destination and I am encouraging them to assist the industry in responding to changing conditions as appropriate. In 2010, great value, distinctive holiday offers are a key focus of both tourism agency's marketing campaigns.

While I know that our businesses and tourism agencies are responding positively to current challenges, it is just as important that the strategic framework for tourism development responds to the changing environment.

Drawing on the report of the Tourism Renewal Group, I am determined, as I have already indicated in my reply to an earlier priority question, to drive the right measures to position the tourism sector for recovery and growth as the Irish and global economies get back on track.

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