Tourism Ireland welcomes NDP investment

Tourism Ireland has welcomed the details of the NDP Tourism Programme announced today by Minister for Tourism John O’Donoghue.

Chief executive of Tourism Ireland Paul O’Toole said that the investment of €335m under the International Marketing Sub-Programme was a strong endorsement of the role of marketing the island of Ireland as a single tourist destination.

The funding would also enable Tourism Ireland to build on the growth in overseas visitor revenue and numbers achieved since its inception five years ago.

“2006 was one of the best years ever for overseas tourism, with a record 8.8 million visitors to the island of Ireland. However, competition is intense in the international marketplace and it is more vital than ever that we have a strong year-round marketing presence," said Mr O'Toole.

"The funding announced will more than enable us to maintain our investment in our core markets of Great Britain, North America and Europe. But, crucially, the programme also recognises the importance of broadening our horizons and will allow us to extend our marketing programmes to avail of emerging opportunities in the lucrative Middle and Far East Markets.

"The potential for tourism growth from the new and developing markets is phenomenal but every other country in the world sees the potential too so it is vital that we step up to the challenge to gain market share from these burgeoning markets,” he said.

The funding will also underpin an expanded programme of activities by Tourism Ireland to help achieve a wider regional and seasonal distribution of overseas tourism business, said O’Toole.

He also welcomed the wider opportunities for tourism-related investment stitched into the Plan in addition to the specifics announced on international marketing, product development, infrastructure and HR, training under the Tourism Programme.

“The Plan evidently recognises the significant contribution the sector makes to the island economy. It references broader supports which will be available to develop and enhance the overall tourism offering, which again, is most welcome in terms of increasing our attractiveness as a destination.

"The Plan also for the first time makes practical commitments to developing the whole area of North-South cooperation of which tourism has been a notable success.”