Brendan Griffin (Kerry, Fine Gael)
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68. To ask the Minister for Culture, Heritage and the Gaeltacht her views on new national initiatives to support Irish tourism over the coming decade; if she will outline her priorities; and if she will make a statement on the matter. [8621/23]

Alan Dillon (Mayo, Fine Gael)
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Many different national initiatives could be used to support Irish tourism in the coming years. Those initiatives can be tailored to the unique strengths and opportunities of the industry. Will the Minister outline some new national initiatives that will be implemented to support Irish tourism over the next decade?

Catherine Martin (Dublin Rathdown, Green Party)
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While we head into 2023 in a relatively strong position following last year's rebound in international visitors, I am conscious that there are immediate challenges facing our tourism industry. Notwithstanding this, we must continue to plan for further recovery in the sector and build for a sustainable future.

In budget 2023, I secured an additional €5 million allocation for the tourism agencies to continue the development of a new tourism initiative as provided for in the programme for Government. In keeping with the mission of my Department, this commitment provides an opportunity to support sustainable development in the diverse sectors under its remit and to enhance cultural and economic growth across Irish society.

Another area where I believe there is great opportunity for tourism potential into the future is through further development of on-island cross-Border tourism. My Department has had extensive engagement with the Department of the Taoiseach regarding shared island funding, with the result that €7.6 million was allocated for a new all-island tourism brand collaboration and marketing initiative, connecting the Causeway Coastal Route and the Wild Atlantic Way in the north west. This project will be developed and implemented over the next three years and will build on the international reputations of these two magnificent tourist routes.

With regard to longer-term tourism policy measures, there is a need to look beyond the challenges that have been presented by the Covid-19 crisis and the current cost-of-living issues to ensure a long-term shift towards a greener and more sustainable tourism environment. My Department has initiated the development of a new national tourism policy that will seek to mainstream sustainability. This will be informed by and will build upon the work already undertaken to further the sustainable tourism agenda and provides an opportunity to set out what type of tourism sector we want out to 2030 and beyond.

This new tourism policy will seek to support sustainable economic development in communities throughout the country, while protecting our environment and natural resources and with a greater spread of demand across the year. This policy commitment will provide the framework from which new tourism initiatives will be developed into the future. These new initiatives and future investment will continue to focus on delivering a compelling tourism experience but must do so in a manner that sustains Ireland's environmental and cultural capital while ensuring a safe, satisfying, accessible and fulfilling experience for visitors.

Alan Dillon (Mayo, Fine Gael)
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I thank the Minister for her response. The discussion around the development of sustainable tourism is important for the environment and the long-term health of the industry. Getting into the regions for long-term stays is also a priority. To support that, I echo the need for an ecotourism structure to be rolled out. There is also a need for the promotion of sustainable travel options and the implementation of measures to reduce the carbon footprint of the tourism industry.

We should also consider developing our offerings around food festivals and events, while creating food trails and tours throughout our regions. That is an important part of this. We need to enhance the visitor experience in this area.

What are we doing in respect of the promotion of health and wellness tourism? Is that something the Department is prioritising?

Catherine Martin (Dublin Rathdown, Green Party)
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I absolutely agree with the Deputy. The new national policy to mainstream sustainability that is under development requires such joined-up thinking around sustainable travel. It also requires joined-up thinking across Departments. We need to include food tourists, as the Deputy said. That would make sense. We are trying to drive people out of the capital city and into the regions for longer stays. We need to work on what is available in those communities, including local food, festivals and artists. We need to work on sustainable travel on our greenways, blueways and waterways. We need to use everything we use on the global stage to promote Ireland.

The Deputy also asked about health, which goes hand in hand with all of those initiatives. As a result of the pandemic, there has been more of an emphasis on active travel, which is also a focus of the Minister for Transport, Deputy Eamon Ryan. There is more emphasis on active travel and that is an example of where joined-up thinking will happen in respect of tourism policy.

Alan Dillon (Mayo, Fine Gael)
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I thank the Minister. I represent a rural constituency and rural tourism is an important issue for the sustainability of businesses and local employment. We need to enhance our promotion of the rural experience, while also supporting local businesses.

One issue relates to the CIÉ bus tours of Ireland website. Only two out of 17 scheduled tours of Ireland this summer will include my own home county, which is disappointing and concerning. We need to present better options for the likes of Westport. To also mention the Wild Atlantic Way, places such as Achill Island are very important.

On Tourism Ireland's announcement on its annual twinning initiative, which involves overseas marketing through the twinning of specific regions with specific areas within Ireland, is this something that can be reviewed with regard to what Achill Island has to offer on the back of its success in reaching the global stage through "The Banshees of Inisherin"? Perhaps that is something the Minister's Department could consider.

Christopher O'Sullivan (Cork South West, Fianna Fail)
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I thank and congratulate the Minister on her stance with regard to the retention of the 9% VAT rate. The hospitality sector in west Cork is very grateful for today's announcement that this rate is to be extended until at least the start of September. With regard to tourism strategy, and referring to something Deputy Dillon alluded to at the end of his contribution, we need a really well thought-out strategy with regard to movie and TV tourism. As we can see, more and more productions are shooting in Ireland. I imagine Mayo will be a pretty busy place over the coming months and years with the success of "The Banshees of Inisherin" and how well Achill Island was shown in that production but we need to give all parts of Ireland a bite of the cherry. I reiterate the call for the maps detailing the counties and areas that can avail of the regional uplift to be looked at again and for the likes of Cork and Clare to be included. That is very important.

Catherine Martin (Dublin Rathdown, Green Party)
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A number of issues were raised. On the question of the two out of 17 routes, I will bring that matter to the attention of my officials. Perhaps it will engage with CIE Tours. I will also bring the question of Achill Island and the Tourism Ireland twinning initiative to my officials. We may get back to the Deputy on that. There are incredible opportunities for screen tourism given the spotlight "An Cailín Ciúin" and "The Banshees of Inisherin", which was shot on the beautiful west coast, have put on our country. As I have said to Deputy Dillon before - Deputy Christopher O'Sullivan has raised this issue as well - Tourism Ireland was very quick off the mark in capitalising on these productions. It released a video on Twitter a few months ago in which the actors spoke about the beautiful areas they got to film in. With regard to the regional uplift, I can come back to Deputy Christopher O'Sullivan in greater detail. I addressed the issue earlier with Deputy Ó Snodaigh. It is really a matter for the Minister for Finance. There is a new map. We are in negotiation with the Minister but, unfortunately, there is a map there already, as I mentioned to the Deputy last week. The Department has given Screen Ireland increased funding of €3.5 million to aid in the development of film production in the regions.