D a i l Q u e s t i o n s N o v e m b e r | |||||||||||||
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Order No. | 51 | ||||||||||||
Ref No. | 27209|03 | ||||||||||||
Date: | 18|11|03 | ||||||||||||
Department | Arts and Tourism | ||||||||||||
Question | Oral | ||||||||||||
To ask the Minister for Arts, Sport and Tourism the impact the Special Olympics has had on the 5% increase in the number of worldwide tourists visiting Ireland in the first half of 2003. | |||||||||||||
Reply | |||||||||||||
2003 is proving to be another challenging year for international tourism.
The World Tourism Organisation is currently predicting that 2003 will be
a flat year for global tourism. Europe has fared better than the Americas
or Asia Pacific, regions which were affected more severely by the Iraq war
and SARS. Nevertheless, the WTO forecast for visitor volumes in Europe is
that numbers will grow by less than 1%.
The latest official CSO figures for tourism to Ireland show an increase in visitor numbers of over 3% for the first six months of the year and the best market intelligence available suggests that this level of growth may be sustained for the year as a whole. On these figures alone, Ireland's performance in 2003 is positive and represents a strong endorsement of its marketing strategies. Performance on a market by market basis is also encouraging, with Ireland increasing its share in many of its major tourism markets despite the intense competition this year. Ireland has managed to increase numbers from Britain, where outbound tourism has been flat, by over 2% in the first six months of the year and looks set to sustain this level of growth throughout the year. Similarly, in Mainland Europe, Ireland appears to be outperforming its main rivals in Germany, France, Italy and Spain. The North American market also appears to be turning the corner with strong growth achieved this year for the first time since 2000. The overall projections for the year from the tourism agencies are also positive with forecasts predicting a 3% increase in visitor numbers to 6.1 million visitors, with Britain up 2%, Mainland European up 6% and North America up 7%. If this level of growth is achieved, it would represent a good performance in a very difficult year. Obviously, the hosting of the Special Olympics World Summer Games provided a welcome boost to the tourism sector this year. The host-town initiative also meant that towns throughout the country shared in the benefits of this wonderful event. Hard figures are not available to determine precisely what proportion of overall visitors to Ireland relate to the Games, but it seems clear that in terms of generating goodwill to Ireland and showcasing one of the biggest tourism assets which we have – the friendliness of the Irish people – the games were clearly invaluable. The news this year is not all positive. It is evident that, in meeting the challenges of an increasingly price-conscious market, the industry's bottom-line has come under severe pressure this year. The average length of stay of overseas visitors continues to decline and the continued growth in the capacity of the hotel sector is impacting on the overall share-out of bednights generated by visitors to Ireland. Tourism Ireland and Fáilte Ireland are focusing increased marketing resources on longer-stay market segments although the tremendous growth in the short break market has been a major factor, both in Ireland and worldwide. I have already referred to the Report of the Tourism Policy Review Group and their recommendations in relation to maintaining competitiveness. From a marketing perspective, it is vital for the sustained development of this sector that the industry continues to deliver the quality of holiday experience which the tourist to Ireland expects. Delivering value for money must continue to be foremost in the minds of all those involved in the industry. As far as the marketing of Ireland is concerned, I am in no doubt as to the professionalism and commitment of our tourism agencies in developing and implementing their joint marketing programme this year. Having secured an unprecedented level of Exchequer funding for the Tourism Marketing Fund this year, I am satisfied that both Tourism Ireland and Fáilte Ireland have managed to deploy the resources available to Ireland's best advantage in a very difficult year. Indeed, the highly responsive and adaptable nature of their marketing strategies this year allowed them to cope with the impact of war in Iraq and SARS and ensure Ireland was ideally positioned to take full advantage of the upturn in consumer confidence which has manifested itself in many of our key markets later in the year. I am delighted to say that the Exchequer provision for marketing in 2004 - under the Tourism Marketing Fund - has been increased by a further 3.5%. In early December, I will be launching Tourism Ireland and Failte Ireland's joint marketing programme for 2004 and I am confident that next year's campaign can build on the successes achieved in 2003. |