Michael Healy-Rae (Kerry South, Independent)
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Question 575: To ask the Minister for Transport, Tourism and Sport his views on whether the year 2012 should be identified as the year of hospitality or "Bring back the smile" year; and if he will make a statement on the matter. [37333/11]

Leo Varadkar (Dublin West, Fine Gael)
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The friendliness and hospitality of our people is one of the unique selling points of the Irish holiday experience.

Tourism Ireland's extensive marketing campaigns overseas convey the warmth and wit of our people, as well as the fun and 'craic' that visitors will experience when they come to Ireland. Moreover, Fáilte Ireland provides a range of training and support programmes for tourism industry personnel, including in the area of customer service.

Tourism Ireland also capitalises on accolades such as 'Europe's Friendliest City' -which was awarded to Dublin last year by users of popular travel website TripAdvisor - to promote Ireland overseas.

The Tourism Agencies and the tourism industry across Ireland have worked closely together to reinvigorate the traditional Irish welcome offered to overseas visitors. For example, a recent pilot initiative called 'SHINE TOWN' involved collaboration between Tourism Ireland, Fáilte Ireland and Athy to ensure that tourists visiting Athy experience the best possible service. The roll-out of the SHINE TOWN programme in Athy included:

- training programmes for all front-line staff, run by Fáilte Ireland;

- competitions for schools to get the local children involved and thinking about the project;

- promotions and competitions on local radio to help raise awareness;

- the local council putting up signs saying "Athy - Ireland's First SHINE TOWN"; and the creation of a special SHINE map in conjunction with Fáilte Ireland, listing the top ten things to do in and around the town.

Tourism Ireland's 2012 strategy will see the roll-out of a new brand advertising campaign which will capture the essence of a holiday here and play to our strengths – our people and icons. I look forward to launching Tourism Ireland's 2012 Marketing Plans on 30 November.

Finally, at the recent Global Irish Economic Forum,I launched proposals for the biggest tourism initiative ever staged in Ireland - "The Gathering" - which will be a year-long event in 2013 where people at home and abroad can play a part in the country's recovery,potentially bringing 325,000 extra visitors and providing a major economic stimulus.