Written answers

Thursday, 26 January 2006

Department of Arts, Sport and Tourism

Tourism Industry

5:00 pm

Joe Sherlock (Cork East, Labour)
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Question 33: To ask the Minister for Arts, Sport and Tourism his views on the promotion of cultural tourism here; whether there is a need to encourage increased levels of niche cultural tourism marketing, as opposed to more traditional styles of holiday here; whether there is a need for more interaction and co-operation between his Department and cultural bodies in this regard; his plans for increased interaction in this area; and if he will make a statement on the matter. [2511/06]

Photo of John O'DonoghueJohn O'Donoghue (Kerry South, Fianna Fail)
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Based on extensive research carried out on behalf of our tourism agencies, it is clear that Ireland's heritage and culture are a major selling point for overseas and domestic holidaymakers. In 2004, 2.3 million overseas visitors interacted with some aspect of the heritage and culture product. It is also the most popular tourism product among domestic tourists.

Both Tourism Ireland and Fáilte Ireland recognise the importance of our heritage and culture in terms of the promotion of Ireland as a tourism destination. In its extensive research for the new tourism brand Ireland campaign, Tourism Ireland found that of a total market potential of 66 million outbound international holidaymakers in our key markets, 44 million have a strong interest in sightseeing and culture, with 21 million defined as core sightseers and culture seekers. The implications for Ireland with its wealth of cultural attractions are very positive and Tourism Ireland's new €50 million marketing campaign will focus particular attention over the next three years on those elements of the Irish tourism product that appeal to this very particular and lucrative segment of the international market.

Culturalist and sightseeing tourists are especially important as they are more likely than average to tour around the country and take in sites outside the main metropolitan centres and they tend to spend more per visit than the average holidaymaker. They are also a growing segment, as many are in the older age bracket. As consumers age and gain travel experience, their holiday needs become even more closely aligned with the type of tourism experience in which Ireland excels. They are particularly interested in learning about a country and its culture, admiring the scenery, visiting historical sights and sightseeing and experiencing music and the arts.

This year Fáilte Ireland will launch a new long-term product development strategy which will focus particular attention on the needs and potential of this market segment. In addition, it is intended to pilot a number of new themed products including traditional culture and Christian heritage. Fáilte Ireland is also working to add greater emphasis to the area of living culture, including music, dance, theatre, festivals, language, arts and crafts. In terms of our built heritage, the key challenge is to tell stories in a more compelling way and to get the visitor more engaged in their Irish holiday.

This year will also see the development of major capital investment by my Department in key elements of our national cultural infrastructure. The package announced in the budget includes the redevelopment of the Abbey Theatre and of the National Concert Hall, the complete remodelling of the Theatre Royal in Wexford and the substantial refurbishment of the Gaiety Theatre in Dublin. These are acknowledged flagship projects, which will greatly enhance the quality of Ireland's cultural infrastructure, both for Irish and overseas visitors.

Recognising the need for greater engagement and interaction among the State funded organisations involved in tourism, culture and sports, a working group was established last year under the chairmanship of the Secretary General of my Department to identify specific areas of synergy among the three sectors. This group is designed to bring the heads of all relevant bodies and institutions together to identify practical initiatives which can benefit all concerned. This phase of the group's work is almost complete and I understand a report is being finalised which will set out some very valuable recommendations for immediate action by the agencies and institutions concerned.

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