What must be conveyed throughout the tourism organisations and right down to the smallest operators, and I am sure the Minister and the Department are doing this, is that it is not their perception of value for money that is important or relevant but the perception of visitors from mainland Europe, and in particular Britain. Britain is traditionally our biggest market for the tourism product. Paul O'Toole is the chief executive of Tourism Ireland Limited, the new body being established in this significant step for the future development of tourism. It will replace Bord Fáile and the Northern Ireland Tourist Board. Mr. O'Toole spoke about his concern that the events of last year were markers for long-term issues. He said it is no longer good enough simply to be "cool" to attract tourists. He regards competitiveness or value for money as the issue.