John O'Mahony (Mayo, Fine Gael)

I am glad of the opportunity to contribute to the debate on tourism and to support the Minister of State and Government policy in the efforts to promote and exploit the potential of tourism which can bring major revenue into the country. I congratulate the Minister of State, Deputy Michael Ring, on his efforts since he took over. This is my first opportunity to do so publicly in the House. I have seen him on local media, on skateboards, surfboards, bicycles and all the rest of it. At one stage there was a good sum of money on the Minister of State to win Gaelforce in his native town. I wish him well in his efforts.

On a more serious note, I do not believe it is possible to overestimate the importance of tourism to this country, especially at present and into the future. All the evidence backs the rationale for continued investment. Given this background, it is imperative that we continue to provide the resources to tourism bodies like Fáilte Ireland and Tourism Ireland to develop and maximise the immense potential for tourism growth in our country.

We are also aware of our competitors who are investing major resources. In Scotland, for example, the Highland and Islands Enterprise agency is investing £22 million annually on tourism in addition to the £52 million grant provided by the Visit Scotland agency. The challenge exists and on our part it is to ensure our spend is effective, gives us value for money and exploits the potential of all the regions throughout our island - north, south, east and west.

As a representative of the west, the constituency of Mayo, I am acutely aware of the vast potential the whole region has to provide the ideal destination for tourists. The attractions are there: blue flag beaches, watersports and fishing. Ballina is the salmon capital of Ireland. There is beautiful scenery and there are facilities to match. There are hotels and leisure centres, adventure centres, golf courses, and pilgrimage centres such as Croagh Patrick and Knock. The challenge for Tourism Ireland and Fáilte Ireland is to work closely with and engage with the various tourism interests in the region to tap into the potential that exists. Although much good work is going on, we are still only scratching the surface if we continue the 2011 trend of increasing numbers. This came as a result of measures taken earlier this year by this Government to incentivise the tourism sector by reducing VAT to a range of labour-intensive tourism services and introducing the tourist waiver visa to which the Minister of State alluded.

I welcome the decision of the Minister of State to devote a significant proportion of the revenues taken in from the €3 travel tax that still remains to support inbound tourism. This support will create a fund of €8.5 million which can be used for co-operative marketing with airlines, airports, ferry companies and tour operators in respect of inbound routes into Ireland, with particular focus on the UK, Europe and the US.

In that context, Ireland West Airport Knock is a crucial point of access for County Mayo and the west and north-west regions. On a recent visit to the airport the Minister of State, Deputy Ring, and the Minister for Transport, Tourism and Sport, Deputy Varadkar, witnessed, at first hand, the continuing efforts to bringing more tourists to County Mayo and the surrounding region. Ireland West Airport Knock will service ten different UK destinations this year and has the potential to attract 270,000 tourists into the region. This can support 1,000 jobs, create 1.2 million bed nights and generate over €85 million in tourism spending. Research carried out by Ireland West Airport Knock suggests that current promotions in the UK by the tourism bodies are not having a sufficient impact on realising this potential. In a recent survey it was discovered that 89% of visitors from the UK are coming here because they already know the region well because of contact with friends and relatives. None of the respondents to the survey indicated they had been motivated to travel there as a result of the promotion of the region. Greater investment in promoting and marketing of the region could have significant benefits both in terms of tourism revenue and job creation. I accept that the authorities in the region must be involved but our focus must be to target our marketing campaigns in a better way.

I was glad that, during his visit, the Minister praised the management and staff for the cost-effective and efficient manner in which the airport is being run and said that many lessons could be learned by our State airports from the lead given by Ireland West Airport Knock. While at the airport, the Minister launched a new service between Knock and Dusseldorf. This service which is due to commence next year, will be provided by Lufthansa, the fourth largest airline in the world. It will facilitate the west in tapping into a new market for tourists, which already shows a growth of 15.3% between January and June of this year. Germany has long been identified as a key market for Ireland and the service to which I refer will be of assistance in exploiting that market. I appeal to the tourism agencies to work with Ireland West Airport Knock in order to help it in delivering tourists to the region in the coming months and years. This will ensure that tourism numbers will continue to increase.

Since it was established in 2003, Fáilte Ireland has also played a key role in the industry. However, it must also continue to develop, adapt and change to meet the needs of 2011. These needs are different to those which obtained in the 1990s. A range of facilities - natural and man-made - have been developed in the intervening years. Chambers of commerce, local authorities and other tourism interests are seeking to sell their regions, facilities and advantages to the market. Fáilte Ireland must engage with, guide and work with these entities in order that they might develop the potential of their areas. A key role of Fáilte Ireland is to work in partnership with the industry and with other State bodies and act as a catalyst in the sector. I know this is happening to a certain extent but there is a need for the agency to intensify and focus its efforts.

I have a Discover Ireland brochure launched by the Minister earlier in the year. The brochure includes a map of the western region but the fourth largest town in County Mayo, namely, Claremorris, is not shown. This is the despite the fact Claremorris is located a few minutes away from numerous tourist attractions and facilities, including a railway station, an international airport, Knock shrine, greenways, walkways etc.

Last weekend I travelled to Dublin for the All-Ireland football final. I congratulate my friend, Pat Gilroy, and the Dublin team on their tremendous success and commiserate with the men of Kerry. I suppose the latter will undoubtedly return to haunt us all again. On Sunday it was interesting that messages from people all over the world were read out on radio and television. The individuals who sent them indicated where they are residing at present and also where they were watching the match. I agree with Deputy McLennan who referred to our heritage, culture and human resources. Why can Tourism Ireland or Fáilte Ireland not work closely with sporting organisations, particularly those which run golf and Gaelic games? I understand that during the summer capacity crowds were only achieved at three or four matches. Would it not be possible to develop packages with hotels in towns and cities which would also include match tickets? Those tickets could be provided at a reduced price and this would not cost the GAA or other sporting organisations anything because the attendance at matches or events would increase. Packages such as those to which I refer would guide people in the direction of music or sporting events, for example, and this would allow them to participate and experience our unique cultural identity and Irishness. They might also encourage many of the thousands of those who, unfortunately, may have been obliged to emigrate in the short term to return to their home country for a visit.

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