Tommy Broughan (Dublin North East, Labour)
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Question 113: To ask the Minister for Arts, Sport and Tourism his views on a call to offer free travel to senior citizens from the whole of the United Kingdom and on whether this would help increase the British tourist market, which has fallen by almost 20% year on year; if he will advocate same; and if he will make a statement on the matter. [37375/09]

Martin Cullen (Waterford, Fianna Fail)
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Any change in relation to the free travel scheme for senior citizens is, in the first instance, a matter for my colleague the Minister for Social and Family Affairs. While the scheme is free for those who are eligible, all of the transport companies involved, including CIE, are paid for the service by the Department of Social and Family Affairs. I understand the estimated cost of the scheme in 2009 is €76.4 million. Any extension of the scheme to include other EU citizens would have potential cost implications. In addition, I am advised that it would not be possible to provide free travel only to British old age pensioners as this would discriminate on the basis of nationality within the European Union.

With regard to tourism figures from Great Britain, I have acknowledged that this is a particularly challenging period for visitors from this market. It is important to note however, that outbound travel from Great Britain has fallen across the board in the face of challenging economic circumstances and the sterling exchange rate.

To help address these challenges in the short term, I recently launched an additional €1.5M Marketing Initiative for the GB market which will run until year-end. It will build on the work that has gone on in the market throughout the year when tens of millions of consumers in Britain have received targeted messages about Ireland, how easy it is to get here and what great value is available. The additional campaign will reaffirm the "Value" message and help demonstrate to the consumer that value and quality here have never been better.

In addition, Tourism Ireland initiated its Project Britain review late last year with the aim of seeing where the best future opportunities and potential lie, to give us sustained growth for future years. I understand that work on this review is being finalised at present and I look forward to launching the new Project Britain Strategy and Action Plan later this year as part of the Tourism Ireland Marketing Plans for 2010. Future priorities in terms of marketing in Great Britain will obviously be influenced by the content of this review.