John Halligan (Waterford, Independent)
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14. To ask the Minister for Transport, Tourism and Sport in relation to the recently launched south-east tourism initiative which it was estimated could bring €950 million in tourism revenue by 2020, if he will confirm the level of overseas interest; if there have been any commitments made by international agents, currently not programming Ireland, to add Ireland as a destination; how firm are these commitments; the impact this initiative is expected to have on local tourism in County Waterford; if his Department has any estimated figures as to the level of capital funding that will be made available by his Department to adequately advertise the initiative; and if he will make a statement on the matter. [16518/15]

Michael Ring (Mayo, Fine Gael)
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​While my Department provides capital funding for investment in tourism offerings such as Ireland's Ancient East, it is not directly involved in developing or managing these.  The development of the Ireland Ancient East Proposition is an operational matter for Fáilte Ireland. Accordingly I have referred the question to the agency for direct reply.  Please contact my private office if you do not receive a reply within ten working days.

As this new initiative evolves. Fáilte Ireland and Tourism Ireland will be marketing it at home and overseas. Already, at this year’s Meitheal trade show, the new proposition has been introduced to overseas buyers and it was very well received.  Marketing expenditure is current rather than capital and overseas marketing of the island of Ireland is an operational matter for Tourism Ireland.  Accordingly I have referred the question to the agency for direct reply.  Please contact my private office if you do not receive a reply within ten working days.

Fáilte Ireland will be working with businesses and communities  to bring the proposition to life, including a series of experience development workshops to assist in the animation of the stories and their locality. There will also be a signage and interpretation programme to bring all the diverse elements of ‘Ireland’s Ancient East’ together.

While it is far too early yet to measure its success, it is a compelling offering and has the potential to welcome significant additional visitors, generating revenue and jobs in rural communities.  Research suggests that Ireland's Ancient East could deliver 600,000 extra overseas visitors and increased revenue of almost 25% to €950m in total by 2020.

I am confident the initiative will impact positively on Waterford which has such highlights as Lismore, Ardmore, the Copper Coast and the Waterford Viking Triangle - but if it is to reach its potential it will be essential that communities get fully involved. Of course, it is important to recognise that, while local authorities are key partners in tourism, administrative areas are not in themselves tourist destinations.  Communities, at every level, along the Wild Atlantic Way have taken responsibility for playing their part and that is why it has been such a big success to date.