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Tourism Promotion

Dáil Éireann Debate, Wednesday - 7 December 2016

Wednesday, 7 December 2016

Questions (32)

Maria Bailey

Question:

32. Deputy Maria Bailey asked the Minister for Transport, Tourism and Sport the work his Department has completed on promoting the brand, Dublin: A Breath of Fresh Air; and if he will make a statement on the matter. [38695/16]

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Oral answers (10 contributions)

I thank and apologise to the Leas-Cheann Comhairle. Given that someone in Dublin city can, within 30 minutes, reach the Dublin Mountains, the sea or the vibrant and bustling city centre with its arts, heritage and culture, what work is the Department doing to promote the brand, Dublin: A Breath of Fresh Air?

The Department's tourism role lies primarily in developing national policy. It is not directly involved in the management or development of individual tourism initiatives, including the development and marketing of brands, which is a matter for the tourism agencies. In line with its regional tourism development functions, Fáilte Ireland has operational responsibility for the development of tourism in Dublin. In this context, it is pursuing the implementation of Destination Dublin: A Collective Strategy for Tourism Growth to 2020. A central action to be delivered under this strategy is the development and promotion of Dublin: A Breath of Fresh Air, the new experience brand for Dublin city and county. Fáilte Ireland markets this brand domestically and Tourism Ireland conducts the overseas promotions.

In September, I launched the 2016 international marketing campaign for Dublin. As with last year's successful campaign, this year's campaign highlights Dublin's broad and distinctive offering, from the vibrant modern city centre to the beautiful surrounding bay and mountains. This year, to ensure maximum return on available investment, Great Britain has been identified as the primary target market for the campaign.

Across the British market, the campaign is focusing on the culturally curious segment and targeting cities with direct access to Dublin, mainly Edinburgh, Glasgow, Manchester, Birmingham and Liverpool. It is aimed at encouraging British holidaymakers to take a short city break in Dublin, particularly outside the peak season.

I have asked the tourism agencies to provide the Deputy with further operational detail on the marketing and promotion of the Dublin brand, domestically and overseas. If she wishes, she can contact my office further to the matter.

The deferred reply under Standing Order 42A was forwarded to the Deputy.

I was delighted to see the December issue of the monthly economic bulletin because it shows that from August to October 2016 there was an increase of 9.4% in the number of tourists visiting this lovely country. I am also pleased there are such close links with the UK given that we share the same wonderful climate and that people from there enjoy the same cultural pursuits we do as well as the many sporting endeavours we have.

I know Deputy Boyd Barrett will join me in congratulating Cuala GAA club on its win on Sunday in the Leinster final.

It was a long time coming and it was well deserved.

Both of us come from that area so I am sure he does not mind me throwing in that comment.

We have many sporting clubs throughout the county. One can go cycling, walking, hiking or even have a dip in the Forty Foot or whatever it is one wants to do in Dún Laoghaire. I am a runner and I regularly run from Dún Laoghaire to the Dublin Mountains. It is only 12 km in distance. We are in close proximity to so many free sporting activities that allow one to have a healthy lifestyle. There is also a wealth of cultural experiences in Dublin. I am delighted the Department is working closely with Fáilte Ireland. I thank the Leas-Cheann Comhairle for his leniency in allowing me to ask the question.

Deputy Bailey should thank her colleagues.

I thank all concerned.

Deputy Bailey is correct in saying Dublin has a lot to offer. The brand that has been developed has proven itself. More than 10 million people will visit the island of Ireland this year, which is a phenomenal number. More than 8.5 million will visit the Republic and a huge proportion of those will visit Dublin. Dublin’s brand is very strong. That is why the Government is also driving other brands, namely, the Wild Atlantic Way and Ireland’s Ancient East because we have a commitment in the programme for Government that we want to drive tourism out into the regions as well. There is no doubt we have a constraint in Dublin in terms of availability of accommodation and transport but Dublin is the capital city and like every other capital city it deserves to be promoted. That is why Fáilte Ireland is promoting it but we are doing it in a balanced way. We are very conscious of the fact that there are other regions that are still not where they should be in terms of tourism development and that is why we are trying to treat everybody fairly.

The suggestions Deputy Bailey made about sports tourism are akin to those made by Deputy Durkan recently. If she has specific suggestions or initiatives that could be promoted by Fáilte Ireland or the Department we would be open to them.

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