Joe Carey (Clare, Fine Gael)
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110. To ask the Minister for Transport, Tourism and Sport the status of the effectiveness of the Wonders of the Wild Atlantic Way marketing campaign; and if he will make a statement on the matter. [25206/18]

Shane Ross (Dublin Rathdown, Independent)
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My Department's role in relation to tourism lies in the area of national tourism policy while the tourism agencies have operational responsibility for the implementation of this policy.  

In January 2018, Minister Griffin launched the "Wonders of the Wild Atlantic Way" joint Tourism Ireland and Fáilte Ireland marketing initiative, specially designed to boost tourist numbers from Britain to the Wild Atlantic Way. A €1.35 million marketing campaign in Britain is being complemented by an additional €500,000 Fáilte Ireland programme to support businesses along the Wild Atlantic Way to position themselves to benefit from the campaign, as well as to boost its own marketing campaigns in Northern Ireland. 

The key focus of the campaign is to extend the holiday season beyond the peak summer months, by enticing people to visit in the spring and autumn. Phase one of Tourism Ireland’s marketing campaign was rolled out in Britain in February and March and with phase two scheduled for September and October.

Some 300 eye-catching billboard ads are highlighting the Wild Atlantic Way in key roadside and city centre locations across Britain right now. The ads feature strong and iconic images of various locations along the Wild Atlantic Way and the key message is the quick and easy access from Britain to those spectacular locations in under two hours. The campaign, which will reach at least ten million potential holidaymakers around Britain, is highlighting ease of direct access from six British gateway cities (London, Liverpool, Manchester, Birmingham, Edinburgh and Glasgow) to Cork, Kerry, Shannon, Knock, Donegal and City of Derry airports. An important element of this campaign is the co-operative advertising with airlines flying to airports close to the Wild Atlantic Way – highlighting good value offers and ease of access, helping to convert interest into business.

While it is too early to report on the effectiveness of the campaign as yet, I look forward to hearing from the tourism agencies later in the year in this regard.