Averil Power (Fianna Fail)

In that case I will definitely be keeping my maiden speech brief.

I thank the Minister for being here for this debate. Tourism is Ireland's most important domestic industry, accounting for one in ten jobs in every part of the country and at every level. Tourism enterprises range from one or two people employed in a bed and breakfast establishment to huge groups in some bigger parts of the industry which has enormous potential as part of our economic recovery. As our key markets in the United Kingdom, the United States and Germany start to recover, there will be potential to bring more people and revenue into the country.

Recent years have been challenging for the tourism industry. They have also been characterised by very strong co-operation between the previous Government and the industry, which should be acknowledged. Despite the overall economic climate in the last few years, the previous Government appreciated the strategic nature of investment in tourism and ensured the overseas marketing budget was maintained, in real terms, in 2010. That was significant. Also last year Fáilte Ireland undertook its biggest ever domestic campaign, with great results.

Cost competitiveness is an important issue. Hotel prices have come down dramatically and there is good value to be had. Throughout the country the average cost of a hotel room is €79 per night and the quality of our hotel product is top class and of world standard. There remains, however, an issue in terms of food and drink prices. In that regard, I welcome the reduction in VAT announced in the recent jobs initiative. The May edition of the Fáilte Ireland magazine includes a visitor attitude survey that shows an increasing awareness that cost competitiveness has improved. In 2010 some 25% of visitors cited cost as a disadvantage. In 2011 the figure was 15%. It is good to see the figures improving.

Despite being an island nation, we are not good at marine tourism. I live in a constituency where marine tourism has huge potential in Howth, Sutton and Portmarnock. This sector should be developed. With co-operation between the Departments with responsibility for transport, the marine and tourism, it has great potential.

The gathering was mentioned by Senator Labhras Ó Murchú. I understand it is more likely to take place in 2013 than in 2012. There are 75 million people of Irish heritage throughout the world. Could we convince a tiny proportion of them to come here? This would be worth pursuing. We should work with the Gaelic Athletic Association and run games for GAA teams throughout America, Asia and the rest of the world. Last year Fianna Fáil proposed the St. Patrick's Day celebrations be extended to a festival lasting a fortnight, attracting high-spend cultural tourists to spend a fortnight in Ireland.