Written answers

Tuesday, 29 July 2025

Department of Enterprise, Trade and Employment

Tourism Promotion

Photo of Malcolm ByrneMalcolm Byrne (Wicklow-Wexford, Fianna Fail)
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868. To ask the Minister for Enterprise, Trade and Employment regarding the development of tourism promotion plans for the Normandy celebrations in 2027, the role that is envisioned for Ferns, County Wexford; and if he will make a statement on the matter. [40918/25]

Photo of Peter BurkePeter Burke (Longford-Westmeath, Fine Gael)
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The Department's role in relation to tourism lies primarily in the area of national tourism policy and implementation of that policy is a matter for the tourism agencies, Fáilte Ireland and Tourism Ireland.

The matter raised by the Deputy is primarily an operational matter for both agencies.

I am advised however, that representatives of Tourism Ireland met recently in Paris with representatives of the Normandy Government to discuss plans for ‘The Year of the Normans – People of Europe’ in 2027. Tourism Ireland is also working with other Government stakeholders on these plans. In this regard, Tourism Ireland advises that it will be ready to play its part to maximise any opportunities that may arise to grow tourism from France, including from Normandy, as part of the initiative.

As an island destination, direct, convenient and competitive access services are critical to achieving growth in inbound tourism. Tourism Ireland, therefore, works closely with the ferry companies operating services from Normandy to Ireland, to grow tourism from France. This also aligns with Tourism Ireland's ambitions around "slow tourism" which raises awareness of SailRail and targets French holidaymakers interested in slow travel / train journeys in Europe.

In addition, Fáilte Ireland is working in partnership with Wexford County Council to enhance the region’s tourism offering through a number of strategic capital investment projects. A key initiative is the development of a new Norman Experience in New Ross, which is scheduled to open in 2027. This major visitor attraction is expected to draw both domestic and international tourists, strengthening Wexford’s appeal as a heritage destination and delivering long-term economic benefits to the local tourism sector.

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