Patrick O'Donovan (Limerick County, Fine Gael) | Oireachtas source

The Department's tourism role lies primarily in developing national policy. It is not directly involved in the management or development of individual tourism initiatives, including the development and marketing of brands, which is a matter for the tourism agencies. In line with its regional tourism development functions, Fáilte Ireland has operational responsibility for the development of tourism in Dublin. In this context, it is pursuing the implementation of "Destination Dublin: A Collective Strategy for Tourism Growth to 2020". A central action to be delivered under this strategy is the development and promotion of "Dublin: A Breath of Fresh Air", the new experience brand for Dublin city and county. Fáilte Ireland markets this brand domestically and Tourism Ireland conducts the overseas promotions.

In September, I launched the 2016 international marketing campaign for Dublin. As with last year's successful campaign, this year's campaign highlights Dublin's broad and distinctive offering, from the vibrant modern city centre to the beautiful surrounding bay and mountains. This year, to ensure maximum return on available investment, Great Britain has been identified as the primary target market for the campaign.

Across the British market, the campaign is focusing on the culturally curious segment and targeting cities with direct access to Dublin, mainly Edinburgh, Glasgow, Manchester, Birmingham and Liverpool. It is aimed at encouraging British holidaymakers to take a short city break in Dublin, particularly outside the peak season.

I have asked the tourism agencies to provide the Deputy with further operational detail on the marketing and promotion of the Dublin brand, domestically and overseas. If she wishes, she can contact my office further to the matter.

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