Jim O'Keeffe (Cork South West, Fine Gael)
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Question 404: To ask the Minister for Tourism, Culture and Sport the prospects for tourism in the current year; and her plans to encourage and develop same. [27657/10]

Mary Hanafin (Dún Laoghaire, Fianna Fail)
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According to the latest figures available from the Central Statistics Office, there were 1,541,200 overseas visitors to Ireland in the first four months of 2010, representing a fall of over 20% on the same period in 2009. While the decrease in visitors to Ireland is disappointing, it must be understood in the context of a decline in tourist numbers internationally. Tourism worldwide has been deeply affected by global economic difficulties and loss of consumer confidence. Furthermore, the exceptional weather conditions in the first two months of this year affected not only Ireland but also most of our overseas markets, while airports were closed again in April and May due to the volcanic ash cloud. Given these difficult conditions, it is now clear that the growth targets for 2010, set late last year, will be very difficult to meet.

However, it is important to note that over 60% of holidaymakers normally arrive into Ireland between May and September. A number of euro zone economies are coming out of recession and these are important source markets for Irish tourism. As regards domestic tourism, survey results have shown a significant increase in the number of Irish families that intend to holiday at home this year. I know that the industry and the tourism agencies are fighting hard for every bit of the available business for the summer and remainder of the year.

To assist the tourism sector, 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 which was increased to over €153 million in 2010 and included maintaining the real level of investment in overseas marketing, as well as a very significantly increased capital allocation for tourism product.

In terms of the broader policy environment, the Report of the Tourism Renewal Group published last October set out a clear plan for the survival, recovery and growth of Irish tourism, which the Government has been progressing. In line with the Renewal Group's Framework for Action, my Department and the tourism agencies are working extremely hard to assist the sector, to maximise business for Irish tourism and to ensure that the tourism agenda is in all relevant policies.

Tourism Ireland is focusing on those overseas major markets that are likely to deliver immediate returns this year including Great Britain, Germany and the US, as research has shown these markets as our best prospects. On 6th May, I launched a €20m Summer Marketing Campaign on behalf of Tourism Ireland which was designed to win as much business as possible in our key target markets during the peak and shoulder season. The new marketing drive was developed in conjunction with hundreds of tourism industry partners who are supporting the campaign with a range of value-for-money offers.

This week as part of an intensive promotion of Ireland's tourism, cultural and sport attractions in the United States I met with key industry figures, conducted media interviews and launched the 1901 Census on line to the US audience. On the domestic front, Fáilte Ireland launched a €4 million promotional campaign to encourage holidaying at home this year and is investing in business, sporting and cultural events. Fáilte Ireland and Tourism Ireland are boosting promotion of business tourism in the build up to the official opening, in September, of the Convention Centre Dublin.

Fáilte Ireland is also working closely with businesses all over Ireland to increase their customer base, better manage costs, improve overall performance and sustain employment. In 2010, Fáilte Ireland is investing over €11 million in direct supports and advice for tourism enterprises.

Overall, I believe that Government is pursuing the right programmes and measures to support the continued development of tourism. We are working with the industry and the tourism agencies in order to position the tourism sector for recovery and growth as part of the Government's wider strategy for economic renewal.