Marian Harkin (Sligo-Leitrim, Independent)
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Question 391: To ask the Minister for Arts, Sport and Tourism the steps which are being taken to reverse the decline in relative share of bed nights for overseas visitors and expenditure in Ireland west; the further steps which are being taken to reverse the decline in relative share of bed nights for overseas visitors and expenditure in Ireland north-west. [22650/05]

John O'Donoghue (Kerry South, Fianna Fail)
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The importance of tourism as an instrument of national and regional development has long been recognised by this Government and, in that context, achieving as wide as possible a distribution of visitor numbers across the different regions with an associated spread of tourism revenue continues to be a major objective and challenge for tourism policy.

Various factors have conspired to exacerbate regional growth problems in recent years, most notably the increasing international trend towards shorter more frequent breaks, which favour the more easily accessible urban destinations. This factor has driven the more robust growth in Dublin and the eastern region. At a time of overall national tourism growth, I remain concerned that the issue of regional spread should be proactively and energetically addressed. National tourism policy has been evolving in recent years, with a particular emphasis arising from the "New Horizons" policy review on putting policy measures in place to achieve a wider spread of tourism business. Key actions that I would highlight include those relating to product development, tourism promotion, access transport and the appropriate infrastructure and arrangements for the delivery of tourism policy at regional level.

The failure to develop good quality direct access to the regions has been a major impediment to growth in the past. Fortunately, this situation has improved greatly in recent times and this summer will see the greatest ever number of air seats to Ireland and particularly servicing the regions of the west and north west. These new routes from Britain, mainland Europe and the US are being promoted heavily by Tourism Ireland in order to optimise their tourism impact. Ensuring a top class product is available to those who visit the regions is also a major priority. The €50 million tourism product development scheme is vital in this context in that it targets support for new product development on developing and underdeveloped regions.

In the case of marketing, we need to ensure our investment here is optimal. A major increased investment of over 17% in the €36 million tourism marketing fund this year will ensure that Tourism Ireland can redevelop and revitalise tourism brand Ireland. A new arsenal of marketing communications based on the best consumer research available will be deployed to ensure destination Ireland remains a compelling proposition for overseas tourists. This year, both Tourism Ireland and Fáilte Ireland are rolling out a variety of innovative marketing and publicity programmes aimed at generating a sustained focus on the regions. This includes supporting new regional access routes, twinning arrangements between overseas Tourism Ireland offices and individual regional tourism authorities, RTAs, enhanced resources for marketing activities by the RTAs and a new strategy for capturing business from Britain, our key source market that traditionally benefited the regions.

Initiatives such as the €1 million "Go West" campaign, which I launched recently on behalf of the regional tourism authorities along the western seaboard, identify Britain as the key battleground this year. The intelligent targeting of investment at this vital source market is consistent with the type of approach advocated by Tourism Ireland in its new strategy for Britain. Domestic tourism, which represents one fifth of all tourism revenue, is particularly important to the regions with a large proportion of this business favouring them rather than Dublin. A major reinvigorated domestic campaign has been launched this year by Fáilte Ireland at a cost of over €3.3 million with a particular emphasis on driving business to the special industry offers available on the www.ireland.ie website.

Visitors cannot be forced to go to a particular location against their will. The responsibility primarily lies with the individual communities and operators in the regions to present and market compelling attractions, facilities, accommodation and experiences that deliver value for money and quality service. For its part, Fáilte Ireland fully accepts that an increased emphasis on targeted marketing, product development and enterprise support is required at regional level. It will be working over the coming months with the industry and the regions towards improving the efficiency and effectiveness of the regional structures in place to service the needs of the visitor and the needs of the industry. The Government will continue to support and encourage such developments through a range of policies and programme by the tourism State agencies. As the House will be aware, I have no direct responsibility for individual actions or measures relating to tourism promotion or development in so far as specific areas of the country are concerned. These are a day to day function of the tourism agencies.