Jimmy Deenihan (Kerry North, Fine Gael)
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Question 183: To ask the Minister for Tourism, Culture and Sport her views on the Irish Hotel Federation statement on the performance of Tourism Ireland in Britain; and if she will make a statement on the matter. [36848/10]

Mary Hanafin (Dún Laoghaire, Fianna Fail)
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I have acknowledged on many occasions that we are currently in a very challenging period for Irish tourism. Great Britain remains our single most important market in terms of overseas visitor numbers and that market has been notably challenging in recent years due to the domestic economic conditions pertaining there and particularly the unfavourable sterling exchange rate. Furthermore, the exceptional weather conditions in the early part of the year and the closure of airports, particularly in Britain and Ireland, in April and May due to the volcanic ash cloud meant that the early months of this year were particularly difficult in terms of visitors from Great Britain. In fact, the most recent statistics, for June 2010, show that, while numbers from Great Britain to Ireland did fall by 3% in June 2010 over June 2009, Ireland outperformed other competing destinations in the British market as total UK trips to other EU member states, excluding the newer member states, fell by 5.4%.

Clearly, the statement by the Irish Hotels Federation reflected the genuine concerns in the industry as a result of these negative trends. While the views of stakeholders are important and a valuable contribution to strategy , the statement did not seem to fully take account of the adverse external factors affecting the GB market, or indeed of the ongoing process by which Tourism Ireland constantly reviews its approach to its main markets, and develops its strategies in partnership and consultation with the industry – including the Irish Hotels Federation.

In fact, Tourism Ireland, in close consultation with the Irish tourism industry, completed a major review of the Great Britain market, known as "Project Britain" last year. This review recommended a new focus on value to counter the perceptions that Ireland is an expensive destination. The Review also highlighted the need to differentiate a holiday in Ireland from one in England, Scotland or Wales. These conclusions were put into practice through an extensive programme of activity by Tourism Ireland this year, including a major push around St. Patrick's Day and a strong value push for Leisure Tourism, Golf Tourism and Business Tourism. Overall, Tourism Ireland is investing over €12 million in marketing in Great Britain alone this year.

In terms of the future, research has shown that interest in visiting Ireland remains strong in Great Britain. Tourism Ireland is continuing to review performance, in terms of both visitor numbers and visitor perceptions, and is working with the Irish tourist industry including the Irish Hotels Federation to maximise our impact in the market. In this regard, Tourism Ireland recently convened a meeting of industry partners, including the Irish Hotels Federation, to consider the Great Britain market in advance of finalising plans for next year's marketing campaign there. I look forward to launching these plans later this year.