Among the initiatives planned for the British market next year will be a focused drive on the "family holiday" market, which is so important to length of stay and regionality, an aspect of the tourism industry that I know is of particular interest to many in this House. There will also be increased emphasis on direct marketing, in conjunction with industry partners. The challenge now is to replicate the growth achieved in the 1990s, to improve the quality of our product and our competitiveness and to look to a new horizon for Irish tourism.