James Bannon (Longford-Westmeath, Fine Gael)

I compliment the Minister of State, Deputy Ring, on doing a very fine job. I congratulate him on the fresh approach he has taken in respect of the tourism product. I would expect nothing less of a man who comes from one of the honey pots of Ireland, namely, Westport, County Mayo. I have great respect for the Minister of State and I have no doubt he will leave his mark on the development of tourism during his term of office.

In these times of economic constraint and restraint, the Bill, which relates to the very important area of tourism and which seeks to increase the level of funding for the National Tourism Development Authority, Fáilte Ireland, is welcome. Given that Longford is described as a tourism black-spot with Westmeath not far behind, I have a vested interested in the Bill. I am optimistic that funding will be made available to the midlands, despite or rather because of the neglect the region has endured in recent years. The infrastructural deficits relating to roads, broadband, substandard sewerage schemes which have impacted adversely on the tourism potential of the midlands have been well recorded by me and other Members. In that context, I will not rehearse them now. However, these deficits must not be overlooked and the rot of underfunding and withdrawal of essential services must be halted.

From the departure tax to various other stealth taxes, the previous Government brought the tourism industry to its knees. The Bill before us brings hope of growth at a time when tourism figures are indicative of international confidence in our country, although it could be said that it is merely paying lip service. Members are aware that the Bill is a purely an enabling provision and that funding is totally budget-driven. Tourism is particularly important to our economy, particularly as it attracts both domestic and foreign revenue and is a key employment sector. In 2009, some 190,000 people were employed in the tourism area and this figure can rise as our input into the sector increases.

One need only consider the investment other northern European countries, including our near neighbours in Northern Ireland, have made in tourism industry projects to realise the obvious fact of input equating to output holds particularly strongly in respect of this sector. Since the heyday of the 1990s, levels of competitiveness and innovation in Ireland have decreased dramatically. Tourism in Ireland is an area of huge potential but it cannot survive and prosper without Government input and funding. Failure to offer a helping hand in this regard would be self-defeating and counterproductive. The helping hand to which I refer could be extended to older UK citizens who have free travel but who cannot avail of it in this country. When one sees trains and buses, often half empty, crisscrossing the countryside, it seems obvious we should attract this valuable group of tourists. As the number of visitors from the UK continues to fall, any initiative that targets older visitors would be beneficial, particularly outside the main season - the traditional high season in our hotels. The level of funding given to Fáilte Ireland for supporting capital expenditure projects, as proposed in the amendment to the National Development Authority Act 2003, will increase from €65 million to €150 million. Such remedial action is necessary because tourism numbers, which peaked at 7.7 million in 2007, decreased to 5.8 million in 2010. There was a marked decline in visitors from Britain, mainland Europe and North America. In tandem with this decrease, foreign exchange earnings declined to €3.4 billion in 2010 from a high of €4.9 billion in 2007.

We need to take a fresh look at the structures that are in place to promote tourism. I have said repeatedly that we need to make changes to the regional tourism boards, which have outlived their usefulness. Aside from central government, there is an overriding need for local authorities to come together at regional level to maximise the tourism potential and opportunities of the regions. This was done in the midlands when a new brand, midlandsireland.ie, was launched. The goal of this initiative is to develop and market a unique image for the midlands and encourage investment and economic activity. The profile of rural communities will be strengthened in tandem with urban centres to highlight the unique nature of these areas as a cohesive whole, while recognising the individual characteristics of Counties Longford, Westmeath, Laois and Offaly. These counties, which are in the heart of Ireland, could become viable centres of a dynamic tourist sector in tandem with industrial, academic and infrastructural advancement.

We need to examine how personnel are trained in this country. Many visitors to this country say that the tourism offices gave them information and brochures, but that needs to be followed up on. Tourism personnel need to be trained to answer queries and to be familiar with the areas in which they operate. This is essential if tourism is to be promoted. The staff employed in tourism offices should have a friendly disposition. It is very important to give tourists a good impression and a warm feeling for the country. The value of any country is its people. It is important to have the right people who can promote and develop the tourism industry properly.

The natural profile of the midlands area that gives it its unique beauty and tourist appeal - its lakes, canals and boglands - has been dismissed for too long. These features are now at the centre of the tourist experience. Highlights of pre-Celtic, Bronze Age and medieval Ireland are to be found in the midlands and must be promoted. The reopening of stretches of the Royal Canal has been a huge tourism success for counties Longford, Westmeath and all others from Dublin through the midlands. It is very important for the Minister to put in place a marketing and promotion plan for this unique development, which cost the State a great deal of money during the Celtic tiger years.

The Government needs to have a proactive approach to the development of tourism in the midlands. It is heartbreaking that at the height of the tourism industry in 2007, Longford was excluded from the mid-Shannon area tourism tax incentive scheme, although Westmeath did benefit. Although tourism had the potential to be a major part of Longford's economic development, with the River Shannon being a particularly valuable tourist amenity, the Government of the day decided it was economically sound to omit Longford from this exciting and valuable tourism scheme. I am hopeful that under the new Government, Longford and the midlands will be given the recognition and funding they deserve. Longford and the River Shannon go hand in hand. If we enhance the parts of the river within its boundaries, we will increase the tourism potential of counties Longford and Westmeath. We have seen the benefits of the extension of the Royal Canal into Clondra. It is essential that it be extended as far as Longford town harbour for the benefit of tourism in County Longford.

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