Jimmy Deenihan (Kerry North, Fine Gael)
Link to this: Individually | In context

Question 783: To ask the Minister for Arts, Sport and Tourism if his attention has been drawn to the drop in visiting golfers from overseas to approximately one third of what they were at peak ten years ago; if he will request Tourism Ireland to carry out a review of the market; and if he will make a statement on the matter. [38246/09]

Martin Cullen (Waterford, Fianna Fail)
Link to this: Individually | In context

Operational responsibility for both tourism marketing and the development of specific products, such as golf tourism, rests with the tourism agencies.

There is no doubt but that the period to date in 2009 has been very difficult for tourism globally with all major international tourism destinations showing decreased numbers of visitors. In that context, the golf tourism market is, like other product areas, exposed to the challenges of negative consumer sentiment and adverse currency movements in key markets.

In terms of reviewing the golf market, Fáilte Ireland has established a Golf Industry Development Forum drawing on representation from all sectors of the golf tourism industry and some external business practitioners, with a view to developing a new and holistic business development plan for the sector. I understand the Forum has consulted widely with industry players, conducted significant consumer research and agreed a prioritised set of actions that all in the industry are aligned behind.

Three industry working groups have been established to deliver:

A new Golf Holidays brand for Ireland

A new online business development strategy (including a new website with real-time booking facilities for tee times)

A new Tourist-Friendly quality standard, covering both the conditioning of the course and the associated customer services available to visitors. The system is currently being piloted in 19 courses.

All three working groups are making good progress and it is expected that the new Business Development Plan will be fully operational in Quarter 1, 2010.

In addition, Fáilte Ireland has recently appointed a specialist sales development agency to sell the Irish golf product in the UK marketplace, targeting individuals, societies and corporate incentive business. This specialist agency has relations with all of the key golf marketing groups in Ireland and is working to very specific sales targets which are being regularly reviewed by the Fáilte Ireland executive.

Tourism Ireland, as the agency responsible for the promotion overseas of the island of Ireland as a tourist destination, also continues to promote Ireland overseas as a premier golfing destination and is at present placing strong emphasis on tactical offers and value for money, including excellent value golf deals.

Furthermore, I am confident that the television exposure of the 3 Irish Open Golf Tournament in Killarney from 29th July to August 1st 2010 will also help to market Ireland as an attractive golfing destination.