Mary Upton (Dublin South Central, Labour)
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Question 220: To ask the Minister for Tourism, Culture and Sport if her attention has been drawn to the protocol agreement on tourism signed by Italy, France and Spain to jointly promote their cultural heritage to emerging tourism markets; if she will examine a similar initiative with the UK; and if she will make a statement on the matter. [38181/10]

Mary Hanafin (Dún Laoghaire, Fianna Fail)
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I am aware of the document referred to by the Deputy, which I understand is, at this stage, a protocol for an agreement and relates to the possibility of Italy, France and Spain undertaking joint marketing initiatives in some new and developing markets. I understand that the initiative is still at a pilot stage with a Working Group established to look at practical arrangements.

With regard to cooperation on tourism marketing with the United Kingdom, as the Deputy will be aware, Tourism Ireland is the North/South body with responsibility for the overseas promotion of the Island of Ireland as a tourist destination and our cultural heritage is obviously a key component in the overall tourism offering. Tourism Ireland receives funding from my Department and from the Department of Enterprise, Trade and Investment in Northern Ireland. In addition to the all-island approach that is central to the mission of Tourism Ireland, I understand there is already considerable cooperation between Tourism Ireland and Visit Britain, the agency responsible for promoting Great Britain overseas as a holiday destination. This cooperation with VisitBritain exploits any joint opportunities in Developing Markets such as China and India when feasible. Some recent examples of the cooperation between the two tourism agencies include the hosting of the annual Asia-Pacific region travel workshop - Destination Britain & Ireland in Dubai earlier this year and a joint China Travel Trade Mission in January. Tourism Ireland also works closely with VisitBritain at the Best of Britain & Ireland show, a major trade and consumer fair which takes place annually. This cooperation reflects the reality that visitors from longhaul markets, such as India and China, are likely to visit Ireland as part of a more extensive journey.

The announcement referred to by the Deputy was made on the margins of events marking European Tourism Day 2010 and takes place against the backdrop of a range of developments at EU level. Ireland is continuing to play an active part in European initiatives in the field of tourism, including our participation in EDEN initiative, which has already recognised destinations such as Clonakilty and district, Carlingford and the Cooley peninsula, Sheep's Head and Loop Head as ranking among the European Destinations of Excellence.

In terms of future cooperation, as the Deputy will be aware, the Lisbon Treaty identifies tourism as a formal area of EU competence and a European Commission Communication entitled "Europe the world's No. 1 tourist destination – a new political framework for tourism in Europe" was published on 30 June 2010. The Communication sets out a number of priorities and actions for the development of tourism within a European context in the coming years including the promotion and development of sustainable tourism within Europe and the consolidation of Europe's image as a collection of sustainable and high-quality destinations. Obviously developments are at a very early stage in terms of concrete measures to achieve these objectives but Ireland will be actively involved in any initiatives arising from the Communication which could benefit Irish tourism.