Tim Lombard (Fine Gael) | Oireachtas source

I welcome the Minister of State. It is wonderful to have the opportunity to discuss the issues regarding North American tourism and the marketing opportunities we have at the moment. I spent last weekend in Kinsale, and it quickly became very obvious from talking to people involved in the hotel industry and the restaurant industry that the feedback they are getting from their American customers is unique. We are have been enjoying a really good interaction with the American customers over the last few years. One of the key issues is that they see huge value for money in coming to Ireland. The current exchange rate is something we have never seen before. I recall going to America years ago, and for €1 you would be getting maybe $1.50. Now the dollar is on par with the euro. The knock-on implication of that is that an American who would be paying $10 for a beverage in America could pay around $5 to $6 for the same beverage in Ireland. We should have a real marketing campaign on the value for money that we have in our tourism industry for the American market, in particular, so we can capitalise on it.

There is potential there. From speaking to the American tourists I met, and it was great to see them in Kinsale, I know they are coming to Kinsale because of the value that is there and because of the attractions and the sights we have that are managed by the OPW. There is also the Wild Atlantic Way. That entity, in particular, needs to be spoken about. We need to start talking about the real assets we have. We have real story to tell, and sometimes it is not all about Dublin. Sometimes it is about the rural areas and what happens in places like Kinsale, Clonakilty and Bantry and all the way up the west coast. The starting point of the Wild Atlantic Way is in Kinsale. In many ways it has changed the focus in trying to get tourists into rural areas. If we were to join those dots together and talk about what we have to offer - the unique scenery, the great value for money and the culture and heritage that the American market is so tied into - we could have a wonderful opportunity to make sure our entire hospitality industry, along the south and west coast in particular, could be revitalised.

That is what I am highlighting today. The campaign has to be about what we have in rural Ireland and what we have to offer. It has to be about what the Wild Atlantic Way can offer, but it also has to be about value for money. That is the issue that we have missed in our marketing campaign. It is great to think that American tourists from a different social background are coming to Kinsale on package holidays now because they can get value for money. Traditionally, it was the high-spending market that was coming. Now is everyone is coming. I have never seen such an opportunity for us to capitalise before. St. Patrick's Day is just around the corner. It is the start of our intensive marketing campaign in so many ways. With St. Patrick's Day coming up and with our envoys like the Minister of State and others going around the world, we need to start talking about what we have to offer here. That is the core point today. The message has changed. We need to focus now on our rural areas and on value for money. If we can do that, I am sure our vibrant tourism trade, which is worth anything from €6 billion to €8 billion, can be made more profitable.