Simon Harris (Wicklow, Fine Gael)
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1116. To ask the Minister for Transport, Tourism and Sport his plans to build on the success of the Gathering; the efforts under consideration regarding the building of a brand Ireland; and if he will make a statement on the matter. [28018/13]

Leo Varadkar (Dublin West, Fine Gael)
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As the Deputy will be aware, the reaction to date on The Gathering Ireland 2013 has been overwhelmingly positive. While we have very much targeted this year, I have no doubt that the pay-off for participation will have longer term positive consequences with many of the events developing into annual traditions and creating on-going connections with other parts of the world. The Gathering 2013 project advisory board has been working with the Gathering 2013 team and the tourism agencies on securing the legacy of the Gathering 2013, to ensure the good work being achieved is continued, and that the outcome of the Gathering continues to have lasting positive benefits. With regard to the building of a brand Ireland, from a tourism perspective, responsibility for the overseas promotion of Ireland  rests with Tourism Ireland Ltd.  The agency undertakes regular reviews of the brand itself as well as detailed market research in all of our main overseas tourism markets. In terms of the overall brand, the island of Ireland tourism brand was reviewed and refreshed in 2011. As a result, a new three-year global advertising campaign – “Jump into Ireland” – comprising TV, radio, print, cinema and on-line advertisements has been rolling out across the 22 markets in which Tourism Ireland has a presence to an estimated audience of 200 million potential visitors worldwide. The campaign has been developed to be flexible and adaptable and will evolve over its three-year lifespan to capitalise on events such as ‘The Gathering Ireland 2013’.

Tourism Ireland also works closely with the Irish Embassies in all tourism markets and with agencies such as Enterprise Ireland, IDA, Bord Bia, Culture Ireland and the Irish Film Board on projects including St Patrick’s Day, overseas trade missions, and to maximise the tourism potential of Irish food and film. In addition, Tourism Ireland, in conjunction with Fáilte Ireland, the Northern Ireland Tourist Board and the Irish Tourist Industry Confederation (ITIC), established a Tourism Recovery Taskforce during 2011 to further ensure that Ireland is promoted at home and abroad with one strong brand message and a coordinated strategy and action plan involving wide public and private sector participation.