Bernard Durkan (Kildare North, Fine Gael)
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Question 426: To ask the Minister for Arts, Sport and Tourism if he will issue any particular direction or instructions to encourage the tourism industry in the future; and if he will make a statement on the matter. [22447/09]

Martin Cullen (Waterford, Fianna Fail)
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There is no doubt that 2009 will be a very difficult year for tourism globally. Nevertheless it is important to remember that, despite the downturn, millions of people across the world will still take holidays this year. I know that the industry and the tourism agencies are fighting hard for every bit of this business. To assist the tourism sector through this current difficult period, an extensive range of marketing, product development, festival and sporting events, training and business supports are being rolled out by the Tourism State Agencies under the Tourism Services budget of the Department. For example, despite cutbacks in public expenditure, the core overseas marketing spend has been maintained in 2009 at over €47 million, in recognition of the key contribution which tourism makes to the Irish economy.

Tourism Ireland is telling customers in key markets that Ireland is easily accessible and offers great value for money at present, as well as rolling out its new destination campaign "Go Where Ireland Takes You". I am assured that Tourism Ireland is keeping all of its marketing programmes for 2009 under review to ensure they maintain the flexibility and responsiveness that is required.

On the domestic front, Fáilte Ireland has committed to its largest ever campaign to promote home holidays in 2009, on foot of research indicating that more Irish people will consider swapping their overseas trips for breaks in Ireland. Fáilte Ireland is also working closely with tourism businesses all over Ireland, supporting enterprises and helping them to achieve real cost savings and efficiencies.

While I know that our businesses and tourism agencies are responding positively to current challenges, it is just as important that the strategic framework for tourism development responds to the changing environment. Accordingly, I established the Tourism Renewal Group, which has been tasked with reviewing and, where appropriate, renewing the current tourism strategy to ensure that it is focused for the short term and, looking further ahead, that the tourist industry is well placed to benefit from the upturn when it comes. I expect the Group to report back to me in the near future with recommendations in the form of a Framework for Action for the period to 2013.

The industry deserves great credit for its commitment to quality in responding to the current challenging economic conditions through more flexible pricing and offering special value offers and packages. I am confident that, with the support of the agencies, the tourism sector here has the capacity to manage the current cyclical slowdown and that, looking further ahead, the Renewal Group's Review will help the sector to return to sustainable growth in the medium term.