Susan O'Keeffe (Labour) | Oireachtas source

I welcome the Minister. He is particularly welcome when good news comes with him. The figures he spoke of, and others, reflect a very healthy situation for tourism in Ireland, which is a good thing. It is worth giving credit to Fáilte Ireland and Tourism Ireland, both of which have worked incredibly hard over the past three years to rally behind the call that we needed to up our game and do something about the decline. I pay tribute to them and their leaders, who have worked incredibly hard and have been very innovative.

If we were looking for a fine example of innovation, it has to be the Wild Atlantic Way, because the magic it conjures on hearing its name makes one want to know more about it. The very heart of tourism is creating something that is tantalising and attractive and draws one in, even if one is not quite sure what it is, and it is a very good example of 21st-century tourism. We have realised it is no longer enough to say that Ireland is beautiful, which it is; rather, we need to do more to attract people to come here.

It is possibly no coincidence that there are a number of Senators here from Kerry and Sligo, because tourism is particularly important to those areas. It is also important to the island of Ireland because, as Senator Brennan said, some areas feel left out. The area he comes from is just as beautiful as other areas. In Ireland we are blessed with an abundance of beautiful areas and there will always be some competition in terms of which lovely girl gets the largest piece of the cake. Given that my lovely girl is Sligo and Leitrim, I of course want to talk about them and I would be expected to.

We have seen a great start to the Wild Atlantic Way. It has received significant investment and there has been a great burst of enthusiasm for it. There is no doubt that where I live people have noted an increase in their business. We now want to see it become more layered. It had a great start and could afford to be brash, but it now needs to be built up more. The ideas of signature stops and secrets were a great way to start when we had everything at our disposal. We now have to be strategic in terms of thinking of the layers beneath. We see that approach beginning with shipwrecks and lighthouses. Those interested in shipwrecks can find ten of them on the Wild Atlantic Way. A sports layer can be sold, and those interested in potholing, fishing or surfing can find such things. We need to layer the route to allow things like food, music, culture, wildlife and history to be part of the Wild Atlantic Way. I trust that we will see that in the future.

While for some people the idea of a drive along the Wild Atlantic Way is appealing, RTE'S Cian McCormack had great fun when he travelled on it by bicycle earlier this year. He brought home some of its character and characteristics. As that wears away, we will need a second, third and fourth layer.

Yeats 2015 will be launched next week. It is an overarching cultural event that will reach across the country and the world but it will be rooted in Sligo.

I hope there will be a greater emphasis of the cultural aspect of the Wild Atlantic Way. The idea of linking poetry with the Wild Atlantic Way is very attractive, but there are many other writers and artists. Many people travel to the west for inspiration and chose to live there because of its great landscape. All of us who live along the west coast can cite many examples of individuals who have sought refuge or inspiration there. It would be a very fine tribute to them and their work if we were to celebrate them as part of the Wild Atlantic Way project. While the Minister would expect me to say this, I firmly believe there is evidence to support my suggestion.

Fáilte Eireann has worked with Tourism Ireland to promote food tourism. I also know that great food ambassadors from various counties have gone forth and visited other countries. Food is part of people’s creativity. I suggest we build food trails, as has been done in various counties, but I would like to see more money invested in the sector. Whatever else tourists do when they come to Ireland, they must eat. When on holiday, very often people take the opportunity to enjoy foods they might not otherwise try. This opportunity is glaringly obvious. I would, therefore, like to see food tourism promoted more, not just on the Wild Atlantic Way but also in other areas.

I wish to address Senator Ned O’Sullivan's observation that front of house staff ought to be Irish because the Irish are noted and known for our friendliness. I, respectfully, disagree with him and hope to see the new Ireland represented in businesses, hotels, sports centres and places where visitors enjoy what we have to offer. Good training lies at the heart of this matter and it should not matter from where a person comes. It is more important to place the emphasis on providing a friendly and warm welcome or cead mile fáilte, rather than saying in 21st century Ireland one must be Irish to work here. While I understood the sentiment the Senator wished to convey, I respectfully disagree with him and suggest we do something about the provision of training.

The issue of competitiveness has been raised by various Senators on both sides of the House. It is a serious problem, but we can never legislate for the ways people behave when they see an opportunity to make money. Ireland operates a free market. Senator Ned O'Sullivan used the expression that people were killing the goose that laid the golden egg. Rather than saying people should not make money, I suggest Fáilte Ireland take the opportunity to spell things out to those involved in the business. It would be great if it showed the evidence, as part of its various and continuing training programmes, of how one can break the model used. In this instance, one breaks it for everyone else also. It would be a shame if that were to happen, given the efforts made, the money invested and the belief that this country is a great place to visit. I suggest something practical be done along these lines.

Can the Minister's Department give a lead to the Strategic Banking Corporation of Ireland? Its establishment and the provision of €5 billion over five years are welcome. I suggest specific emphasis be placed on small businesses operating in the tourism sector. I am not necessarily saying they should receive more, but they should be given encouragement. Some shape should be put on the Strategic Banking Corporation of Ireland in order that it will concentrate on that sector. Perhaps the initiative is part of the Minister's tourism plan and, if so, I ask him to forgive me. It would represent a terrific opportunity for the small businesses to which I refer. I know some of those involved in counties Sligo and Leitrim have battled hard to get their small businesses up and running. We must support those small businesses that provide cycling trails, coffee shops, opportunities to surf, go potholing or whatever else to become sustainable. The Minister used the term "authenticity", something we must retain at all costs. If this country was to be seen as offering a smorgasbord, it would lose its attractive as a tourist destination. I commend the huge amount of work that has been done in the sector and I look forward to further development in the future.