Bernard Durkan (Kildare North, Fine Gael)
Link to this: Individually | In context | Oireachtas source

183. To ask the Minister for Culture, Heritage and the Gaeltacht to indicate the steps she continues to take to ensure that tourism is given every opportunity to develop and grow in the future, notwithstanding the future challenges; and if she will make a statement on the matter. [45468/24]

Bernard Durkan (Kildare North, Fine Gael)
Link to this: Individually | In context | Oireachtas source

199. To ask the Minister for Culture, Heritage and the Gaeltacht the extent to which her Department continues to monitor the tourism sector in order to identify trends with particular reference to targeted assistance to the most needed areas of the industry; and if she will make a statement on the matter. [46052/24]

Catherine Martin (Dublin Rathdown, Green Party)
Link to this: Individually | In context | Oireachtas source

I propose to take Questions Nos. 183 and 199 together.

My Department has now published a new National Tourism Policy Framework for the period to 2030. The Framework mainstreams environmental, economic and societal sustainability across the entire tourism sector and aims to establish Ireland as a leading tourism destination, excelling in sustainable development practices that deliver better economic, social and environmental outcomes for all. The new Framework has policy objectives in relation to careers in tourism, innovation, product development, regionality, seasonality and the impact of broader Government decisions on the sector. The Policy Framework will ensure that tourism can grow in a sustainable manner and has a particular focus on growing tourism in less developed tourist areas.

Budget 2025 has maintained the substantial support that the Government has provided over the last number of years to the tourism sector. The once-off allocation in 2024 of current funding is now mainstreamed and will allow the tourism agencies to continue their valuable work in supporting the sector. The 2025 allocation of €226.3 million for tourism will allow Tourism Ireland to continue its major marketing campaigns overseas and facilitate Fáilte Ireland in continuing its work in areas such as destination development, tourism careers and home holiday promotion. It will also support both agencies in enhancing the tourist experience and supporting tourism businesses in Ireland in areas such as festivals, digital transformation and sustainability.

Budget 2025 includes a specific allocation of €3.2 million to extend the tourism season and ensure all regions of the country benefit, thus supporting tourism businesses. This includes funding for the delivery of Ireland’s Business Events Strategy; additional funding under the Regional Cooperative Access Scheme to encourage new access and maximise the potential of existing services to the regions; and funding to support both tourism agencies to continue to develop and promote Ireland as the Home of Halloween.

Other tourism initiatives being driven by my Department include the continued progression of an all-island tourism brand collaboration project in the North West region. This €7.6 million project from 2023 to 2025, which is supported by the Government's Shared Island Fund, is being developed and implemented by the three tourism agencies on the island, in consultation with my Department and the Department for the Economy in Northern Ireland. The aim of the project is to bring synergies between these two magnificent touring routes in such a way that the visitor is motivated to explore further, stay longer and spend more thereby bringing greater economic benefit to the region.

Monitoring and understanding trends in the tourism sector is crucial for targeted policy actions and ensuring support reaches areas most in need. Accurate, robust, and representative data is essential to inform decision-making within the Department and to enable transparent performance reporting for the sector.

To provide a comprehensive view of the tourism sector's health, the Department relies on up-to-date statistics that capture employment levels, performance metrics, and visitor behaviour patterns. This information helps inform both government policy and industry actions, allowing for a responsive approach to emerging needs and trends. The Department monitors official statistics from the Central Statistics Office (CSO) and complements these with data and performance metrics from the tourism agencies.

These trends are also factored into the agencies’ business planning processes to ensure the best return on public funding. By continuously monitoring these indicators, the Department aims to promote sustainable tourism growth and ensure targeted assistance where it is most needed, in line with evolving sectoral trends.

Bernard Durkan (Kildare North, Fine Gael)
Link to this: Individually | In context | Oireachtas source

184. To ask the Minister for Culture, Heritage and the Gaeltacht to indicate the extent to which she continues to promote Ireland as an attractive holiday location through the arts, sport and culture given the particular market that exists in these areas; the extent to which it is expected for this to be of benefit to the hotel and catering sectors, on- and off-season; and if she will make a statement on the matter. [45469/24]

Catherine Martin (Dublin Rathdown, Green Party)
Link to this: Individually | In context | Oireachtas source

I am committed to the ongoing development of a vibrant and competitive tourism sector that makes a significant contribution across the country, is economically, socially and environmentally sustainable, helps promote a positive image of Ireland overseas, and enables local communities to prosper. This approach is set out in the new Tourism Policy Framework for the period to 2030 which my Department published recently.

Tourism Ireland is the agency responsible for marketing the island of Ireland overseas as a compelling top-quality and sustainable tourism destination. In Budget 2025, €61.4 million has been provided under the Tourism Marketing Fund to continue to support Tourism Ireland’s major marketing campaigns overseas that are core to the delivery of tourism policy on season extension and regional growth. A specific allocation of €3.2m funding is included to extend the tourism season and ensure all regions of the country benefit, thus supporting tourism businesses.

Tourism Ireland’s work overseas supports, and is supported by, other areas within the remit of my Department. For example, the portrayal of culture and sport in Tourism Ireland's marketing communications overseas can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognise the island as a top location for sporting events.

Sport-related tourism has emerged as a very significant element of world tourism, with a multi-million-euro market and a huge potential for countries who position themselves correctly. High profile sporting events such as the UEFA Europa League Final in May 2024 at the Aviva Stadium, the return of The Open to Royal Portrush in 2025, the Ryder Cup at Adare Manor in 2027 and the American college football series provide a unique opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events.

As many of our visitors are also very interested in our culture and heritage, it’s great to bring travel and culture together and with a focus on showcasing culture throughout the year, Tourism Ireland partners with Culture Ireland to leverage Irish culture and arts programmes, such as this year’s Zeitgeist Irland 24, a year long programme of Irish arts taking place in Germany.

There is great co-operation between Screen Ireland and Tourism Ireland. Screen storytelling provides new perspectives on Ireland and Irish values for audiences around the world – including potential tourists – and projects an image of the country as a rich and creative place with a unique identity. Seeing Ireland’s beautiful landscapes on screen helps Tourism Ireland to market the country and they often create a ‘behind-the-scenes’ film describing and praising the filming locations, such as they created for the series thriller Bodkin released in May 2024, that was filmed entirely on location in Ireland.

As the National Tourism Development Authority, Fáilte Ireland is responsible for domestic holiday marketing across four regional experience brands: Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. Fáilte Ireland supports festivals such as Púca Festival, New Year’s Festival Dublin, and Ireland’s St. Patrick’s Day Celebrations. The Global Irish Festival Series is a Fáilte Ireland Funding Scheme delivered in partnership with the Irish Abroad Unit of the Department of Foreign Affairs.

In the wider context, my Department and the tourism agencies will continue to work to identify and exploit the opportunities for convergence between tourism and other sectors for the overall benefit of the entire tourism ecosystem.