Eamon Gilmore (Dún Laoghaire, Labour)
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Question 7: To ask the Minister for Arts, Sport and Tourism his views on the latest figures for overseas visitors to Ireland from the Central Statistics Office and on the drop in the number of British visitors to Ireland; his further views on whether a renewed marketing campaign for Irish tourism in Britain is required to address the shortfall; and if he will make a statement on the matter. [19247/07]

Séamus Brennan (Dublin South, Fianna Fail)
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The latest figures published by the Central Statistics Office show that there was an increase of over 4% in the number of overseas visitors to Ireland in the first four months of the year compared with the same period in 2006. While it will be challenging to maintain the record-breaking performance of 2006, these latest CSO figures confirm that Ireland's tourism sector continues to perform at a very impressive level.

Mainland Europe continues to be our strongest performing market with an increase of almost 25% in visitor numbers during the four month period up to the end of April compared with the corresponding period in 2006. The North American market has also shown a good performance for the beginning of the year with an increase of 3.4%, while other long-haul markets are up by almost 12%. The figures for North America are particularly encouraging when viewed in the context of the relative strength of the euro against the dollar.

The number of visitors from Britain for the first four months is down by over 5% compared with the same period in 2006. This is disappointing but is consistent with a general trend of reduced numbers of outward travellers from Great Britain to European destinations in the early part of this year. It is believed that interest rate increases and other factors may be impacting on consumer discretionary spending power. The numbers coming to Ireland from Britain for holiday purposes were up by over 6% for the first quarter of the year.

Tourism Ireland is undertaking its biggest ever marketing campaign in Britain this year. This includes spending €6 million to highlight regional attractions. This campaign, which commenced in April, will run through July and I am confident that the months ahead will show the benefits for this most important market. Additional marketing activity is also planned for the autumn, with a particular focus on the short breaks programme.

Considering that 2006 broke all records in terms of overseas visitor numbers and associated revenue, we have set a challenging target of a further 5% growth in visitor numbers and 7.3% in associated revenue for 2007. I am confident that the record levels of Exchequer investment for tourism services this year, €159 million, will enable both Tourism Ireland and Fáilte Ireland to implement a comprehensive set of programmes to help ensure that these targets are met. In particular, the marketing fund of €45 million, an increase of 12.5% on last year's provision, has allowed both agencies to step up their marketing activities significantly.

Jack Wall (Kildare South, Labour)
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There has been growth in short breaks here but concern has repeatedly been expressed about the need to encourage British families to travel outside the Pale. The west and south of Ireland have suffered and we do not seem to be able to break that pattern. Short breaks are the most attractive option for the tourism industry.

How many of the British visitors on short breaks were families? How does the funding for marketing in Britain break down as between holidays in Dublin and the rest of the country? Are we getting full benefit from the British market when the exchange rate between sterling and the euro is good? Is it feasible to extend the family holiday outside the capital city?

Séamus Brennan (Dublin South, Fianna Fail)
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I am concerned about the number of visitors from Britain and will talk to the agencies about addressing this issue. Tourism Ireland has undertaken its biggest ever marketing campaign this year and I propose to examine that carefully to ensure that it is focused. Last year we had over 4 million visitors from Britain which was an increase of 6% on the previous year. There has been some softness in the market for the first four months of this year and the number is down 5% on last year.

There are major challenges in Irish tourism, including cost competitiveness, focus and investment and I propose to study these carefully to see how to respond to them. We cannot take Irish tourism for granted. That is important.

Jimmy Deenihan (Kerry North, Fine Gael)
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Traditionally British tourists served rural areas well. They supported small operators in the west and in Kerry principally because they brought their own cars. There is a significant fall-off in the number of tourists from the UK coming here with their cars. We all recall seeing the GB plate on cars around the country when we were youngsters. They are not so prevalent now.

Will the Minister ask Tourism Ireland and the ferry companies to concentrate on attracting the car driving tourist back into Ireland because rural areas benefited more from their business? Our roads have improved to some extent, and are less dangerous than they were.

Will the Minister encourage Tourism Ireland to sell our culture and heritage more? UK tourists find our culture and heritage, especially the ecclesiastical heritage, rather fascinating. We have not focused on this in the past.

The Minister turned the sod on the famous Lartigue Railway which is now up and running and attracting many UK tourists with very little marketing.

Séamus Brennan (Dublin South, Fianna Fail)
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I recall launching the Lartigue Railway when we were doing the Millennium Project. I have built a couple of railways since then on a larger scale, particularly the Luas. It is not quite Lartigue but it does the job.

I do not have the figures that Deputy Wall wanted on the numbers of families taking short breaks but I will get them for him. I agree with Deputy Deenihan in regard to bringing more families and more of the car business from the United Kingdom. Tourism Ireland launched its biggest ever marketing campaign there last April under the direction of my predecessor who is now Ceann Comhairle. That campaign is going well. One of its objectives is to do as the Deputy suggested and to highlight the heritage and artistic benefits of visiting Ireland apart from the lovely weather.