Holly Cairns (Cork South West, Social Democrats)
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83. To ask the Minister for Culture, Heritage and the Gaeltacht the steps she is taking to support the hospitality sector, specifically with regard to tourism, in rural areas. [8583/23]

Catherine Martin (Dublin Rathdown, Green Party)
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Ireland’s rural towns and villages are central to Ireland’s tourism product. Apart from its overall economic importance, the importance of tourism to local and regional economies cannot be overstated. In many rural areas, it is the only employer of note outside of agriculture. Analysis published by Ernst and Young on the impact of the Covid-19 pandemic on Irish Tourism shows a significant proportion of jobs dependent on tourism in rural counties such as Kerry (18%), Donegal (13%) and Waterford (12%). In many such areas, there are no alternative sources of employment. It is also the case that the sector employs a higher proportion of young people. Almost one in two of those employed in the sector are aged less than 35, compared to less than one in three of the total workforce. It is also the case that the sector employs a higher proportion of young people on a part-time and seasonal basis providing them with their first experience of employment and valuable income to support further education.

As we look to rebuild tourism we now have an opportunity to address sustainable development and management more meaningfully within the tourism ecosystem. Central to developing a more resilient and sustainable tourism sector will be an increased focus on the promotion and development of sustainable tourism with particular emphasis on rural areas.In this regard, my Department has initiated the development of a new national sustainable tourism policy that will seek to mainstream sustainability across the entire tourism ecosystem.

This policy commitment will seek to deliver on Ireland’s ambition to be amongst the world-leaders in sustainable tourism practices not only from an environmental perspective but also a social and economic perspective. The development of this new policy will involve extensive consultation with the tourism industry and our communities to help set out a path for the coming years which will support a sustainable recovery and subsequent growth in the sector. Initial consultations with key stakeholders have taken place with a purpose of helping inform the policy direction prior to a more widespread public consultation scheduled in the coming weeks.

The recently confirmed EU Just Transition co-funding of €68 million is a significant step for regenerative tourism development in the Midlands. The focus of the EU Just Transition Fund is to diversify the local economy by providing new employment opportunities in tourism for workers and communities that were heavily dependent on peat production and peat-fired power generation, ensuring a just transition to a low-carbon future.

Fáilte Ireland is currently in the consultation phase of this project. They are working to finalise and operationalise the scheme and hope to be in a position to announce more details in the coming months.

Regional development and the promotion of areas all over the country as great places to visit are at the heart of Fáilte Ireland’s remit. Fáilte Ireland created the four regional brands of the Wild Atlantic Way, Ireland’s Ancient East, Dublin and Ireland’s Hidden Heartlands as a way to bring to life the richness and diversity of experiences available to visitors across the country.

To guide medium to longer term development, I understand that Fáilte Ireland aims to deliver four new Regional Tourism Strategies in 2023 which will set out a 10-year vision and 5-year action plan for each region.

At the more local level, these four Regional Tourism Strategies will be activated through a series of coordinated local Destination and Experience Development Plans (DEDPs), developed by Fáilte Ireland in collaboration with a wide range of stakeholders.

Fáilte Ireland’s focus on promoting the regions has included significant investment into brand building through individual ‘Keep Discovering’ campaigns for the each of the four regional experience brands, as well as media publicity, digital channels, and online sales platforms. All four regional brands are being promoted across a mix of TV, press, radio, digital and social and there is a new press campaign also showcasing the regions.

In addition, through its ‘Keep Discovering’ campaign, Fáilte Ireland promotes individual destinations from Donegal to Wexford and Cork to Louth. Many of these destinations have been featured on their new Weather broadcast sponsorship, as well as in the national press. Fáilte Ireland has been building partnerships with the local authorities, Waterways Ireland, Coillte, Bord na Mona and the Office of Public Works, in order to optimise the tourism potential of their natural and heritage assets in a sustainable manner. Recent highlights include the launch of the Shannon Tourism Masterplan, which has already seen €2.3 million invested by Fáilte Ireland in new projects last year alone, and €3.9 million invested in the revamped National Famine Museum at Strokestown Park.

This Government's commitment to supporting the tourism and hospitality sector over the past few years of Covid pandemic and the current economic challenges is clear and consistent. Today's decision to extend the lower 9% VAT rate for the sector until 1 September is further evidence of this support. However, industry must continue to play its part in ensuring that Ireland maintains its reputation as a value for money destination in the face of these challenges to ensure that visitors continue to be attracted to Ireland.