Press Release

Cullen; Know Britain Grow Britain – tourism strategy to restore tourism growth to Ireland from Great Britain market

Martin Cullen TD, Minister for Arts, Sport and Tourism, this morning in Dublin (Friday 29 January 2010) addressed tourism industry representatives at a Know Britain Grow Britain industry seminar organised by Tourism Ireland. The Great Britain market is the most important source market for tourism to Ireland. Tourism Ireland – the north south body responsible for marketing the island of Ireland as a holiday destination overseas - is committed to returning this market to growth in 2010. Tourism Ireland is investing almost €13m in marketing Great Britain this year.

Speaking at the event which was attended by those working in the Irish tourism and hospitality sector and to outbound tour operators present from Great Britain, Minister Cullen said: “I am delighted to open this Know Britain Grow Britain seminar. It is very encouraging that so many are giving time today to ensure that our tourism industry is as up-to-date as possible on our largest overseas market - and to get behind Tourism Ireland’s drive to restore the market to growth in 2010. On behalf of the Government, I also welcome this opportunity to reaffirm our commitment to tourism as a key part of our economic recovery and to express the Government’s continuing support for the industry in what remains a challenging period for tourism.”

Minister Cullen added: “In the recent Budget, the Government increased the overall tourism services allocation to over €155m, representing an increase of 2% on 2009. By investing heavily in tourism marketing, we are positioning Ireland to take advantage of the upturn in overseas markets, particularly in Britain. When that upturn comes, and it will, the benefits will be felt directly by every community throughout Ireland. Because it is the biggest, the nearest and has such a long-standing connection with us, the Great Britain (GB) market is vital in this regard.”

The Minister added: “Tourism Ireland’s €13m investment in innovative marketing in Great Britain is well underway and a targeted programme is planned to get the British consumer to come to Ireland this year. We must not lose sight of the many factors that also work in our favour. Research shows that interest in the island of Ireland has never been stronger in Great Britain. Ireland in terms of ‘interest’ now ranks 5th out of 50 in GB, ahead of destinations like the US and New Zealand. The World Economic Forum has ranked Ireland 8^th out of 130 countries for marketing effectiveness. We have an outstanding tourism product, both natural and built. I believe that all of this augurs well for the future.

“Tourism Ireland is focusing on value and on differentiating a holiday here in Ireland from one in England, Scotland or Wales. The organisation will target St Patrick’s Week to create the largest consumer event in the first quarter in Great Britain. Tourism Ireland will implement a series of new price-led campaigns highlighting the wide range of great value deals on offer.  Its ‘value in Ireland’ message will advise British visitors where the best value can be found. Themed promotions will highlight Ireland’s unique holiday experiences. Coach tour operators, group organisers, wholesalers, specialist and general operators will be targeted through a programme of workshops and face-to-face events in 2010.”

Minister Cullen also said: “I am delighted that Tourism Ireland has been working with the Irish Hotels Federation, the inbound Irish Tour Operators Association, carriers and others to bring the value message to potential visitors. Extending this message to include on-the-ground initiatives by the Restaurants Association of Ireland and others across Ireland will allow us to showcase another of our great strengths – our wonderful locally produced food. The continual showcasing of our cultural institutions in promotion and communication materials will further help reflect the richness and diversity of our culture and heritage. The opening of the Convention Centre Dublin this September will provide another platform for driving home the message that Ireland should be at the head of the list when British conference organisers look at potential venues.”

In his concluding remarks, the Minister said: “To achieve the ambitious growth that Tourism Ireland is targeting, we must collectively invest in more tactical activity and the industry must increase its participation in over 3,500 overseas platforms/opportunities – many low-cost or no-cost – that are available to you this year. I would urge all of you to work more closely with Tourism Ireland in the year ahead when their effort will be about ‘closing the sale’.”

Also this morning at the Irish Museum of Modern Art, Minister Cullen met and addressed a Board Meeting of the European Travel Commission which is responsible for the promotion of Europe as a tourist destination. The members of this Brussels-based non profit making organisation are the 39 National Tourism Organisations (NTOs) of Europe - including Tourism Ireland and Fáilte Ireland - whose role is to market and promote tourism to Europe.

Issued by: Michelle Hoctor, 01 6313807/Colin Toomey, 01 6313838