Labhrás Ó Murchú (Fianna Fail) | Oireachtas source

Tá fáilte roimh an Aire freisin. During the years we have had many debates on tourism. Invariably, each contributor conveys a great degree of passion and we tend to emphasise the local aspect of tourism. That tourism is diverse and that amenities are distributed throughout the country is one of its strengths. It is important to ensure this is maintained and that marketing is not geared towards promoting large areas of population, although such areas are also entitled to benefit. In recent years I have noticed a trend, a moving away from areas that did well in the past, but perhaps this might have something to do with policies adopted at airports. It seems, however, that there has been a significant change in that regard.

We all seem to agree that tourism is a very important industry and that the sector has stood us well in very difficult times. There was a hiatus for a period during the Troubles in the North, but now that we have stability, peace and progress there there is no difficulty in marketing the country. Tourism Ireland's marketing of the island of Ireland has been a major step forward and one can sense this development when one travels abroad because one is no longer met with negativity.

In a number of debates contributors, rightly so, have talked about the multifaceted nature of tourism. Tourism can mean anything from incorporating the local craftsperson and food specialities to major events. The big events are, without doubt, exceptionally important, but, on the other hand, for discerning tourists there is something very attractive about our specialities.

In recent years we have focused on cultural tourism. As there is huge interest internationally in Irish art and culture, it is a major selling point for us. We are told that there are 70 million people worldwide of Irish extraction, which means there is a readily available and open market for us which is virtually exclusive market. We must, however, keep our eye on the ball in that regard. I do not suggest we confine ourselves to that segment of the market. About ten or 12 years ago we tended to go after what was called the floating or whizz kid tourist. That segment is now much more competitive because every other country goes after the same business. As the 70 million people of Irish extraction have some connection with their homeland, no matter how strong or weak, it is important to focus on that segment at all times.

The fleadh cheoil in Derry attracted 430,000 visitors, of whom 20%, or 80,000, came from outside the country, generating an income of £39 million or €50 million and nobody had to spend money to buy the event. It was great to have the Minister with us at the fleadh cheoil in Sligo. I am not blowing a trumpet for this event, but I want to make the following point. We must always keep big home grown events in mind because, invariably, huge investment is needed. To some extent, Senator Sean D. Barrett touched on this element. Funding is not always the major issue but where one positions an event, activity and so on.

One should examine the differences because tourism is about attracting people into Ireland on the basis of our difference and distinctiveness. The people of Ireland are one of its most important tourism assets and one cannot train people with regard to céad míle fáilte. Much of the training I have seen runs contrary to our assets - the "yes madam, no madam" approach to training is robot-like and can turn off visitors. Our native, natural and instinctive view of people is important and we must keep this in mind. The characteristics that make us different are important but so too is the big issue of value for money.

It is true that Ireland was overpriced, to an extent, but this issue has been overplayed. Many people who say prices are high do not compare like with like. Such people compare a McDonald's restaurant with a five-star restaurant and this is not fair because five-star service and activities are strengths of the Irish tourism sector.

I wish the Minister well. We have a great product and are well positioned so we can be confident and optimistic. We must keep our eyes on the ball but, above all, we must be ourselves and sell and promote our distinctiveness.