Jack Wall (Kildare South, Labour)
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Question 63: To ask the Minister for Arts, Sport and Tourism the way he is encouraging closer co-operation between departmental agencies in promoting the image of Ireland abroad; and if he will make a statement on the matter. [8534/09]

Martin Cullen (Waterford, Fianna Fail)
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All of the agencies under my Department's remit with overseas responsibilities are aware of the need to promote a positive image of Ireland overseas and cooperate with other State agencies in this regard as appropriate. Tourism Ireland, as the organisation with responsibility for the overseas marketing of Ireland as a tourist destination, has a key role in ensuring that our overseas image continues to be a positive one. Similarly, Culture Ireland promotes the best of Ireland's arts and culture internationally and assists in the development of Ireland's international cultural relations.

Tourism Ireland undertook a major review of the island of Ireland Brand in 2007 which involved wide ranging consultation with a broad range of agencies including Enterprise Ireland, IDA, Bord Bia and Waterways Ireland. Arising from this major brand review, Tourism Ireland has developed a new marketing communications campaign which is currently rolling out in markets across the world.

In terms of practical inter-agency cooperation, Tourism Ireland and Culture Ireland work closely to bring the best of Ireland's artists, writers, musicians and dancers to the attention of new audiences overseas. Furthermore, Tourism Ireland works with Horse Racing Ireland to promote Irish horse racing festivals; with the Irish Film Board in promoting Ireland as a location for film-making, as well as cooperating with Fáilte Ireland on product, niche and regional tourism marketing.

Tourism Ireland and Culture Ireland also engage with Enterprise Ireland, the Department of Foreign Affairs and other Government Departments in the organisation of overseas trade missions.

The Deputy may also be interested to know that, on 11 February, I met with the heads of fifteen State tourism agencies, arts bodies and cultural institutions to begin the work of further developing the cultural tourism market. This is the first step in implementing my undertaking to put in place an initiative to further develop the potential of cultural tourism. This initiative will build, on the first instance on the cooperation and synergy between the institutions under the aegis of the Department of Arts, Sport and Tourism.

In the current challenging economic climate I am acutely aware that Ireland's overseas image is more important than ever. Accordingly, my Department and I will continue to work with the agencies to avail of every opportunity to promote positive images of Ireland.