Michael Colreavy (Sligo-North Leitrim, Sinn Fein)
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Question 27: To ask the Minister for Tourism, Culture and Sport his plans for the tourism marketing fund. [6194/11]

Pádraig Mac Lochlainn (Donegal North East, Sinn Fein)
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Question 31: To ask the Minister for Tourism, Culture and Sport the details of the proposed marketing campaigns in emerging long-haul markets set out in the programme for Government and the proposed revamped tourism strategy. [6206/11]

Jimmy Deenihan (Kerry North-West Limerick, Fine Gael)
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I propose to take Questions Nos. 20, 27, 30 and 31 together.

The Government fully recognises the significant role that the tourism sector can play in Ireland's economic recovery. After declines in overseas visitor numbers in each of the last three years, we are determined, working with the tourism agencies and the industry, that 2011 will mark a turning point for the sector and that we see a return to growth in both overseas visitor numbers and associated revenue. An extensive range of marketing, product development, festival and sporting events, training and business supports are being put in place by the Tourism State Agencies under the Tourism Services budget of the Department, which is €148 million for 2011. Within this total, I am assured that the provision of €41.473 million for this year's Tourism Marketing Fund will ensure that the level and value of investment in overseas marketing of Ireland can be maintained in real terms in 2011 and allow Tourism Ireland to fully implement its proposed marketing strategy for the year. More generally, allocations for the Tourism Marketing Fund are decided by Government within the overall budgetary and Estimates process and will be considered in that context.

In terms of operational decisions on how the marketing allocation is spent in the different markets, this is a matter for the relevant agency, Tourism Ireland, which has the function of promoting the island of Ireland overseas as a tourist destination under the Good Friday Agreement. Having noted that, I am pleased to advise the House of the following main features of Tourism Ireland's work in the markets this year.

Overall, €28 million is being invested by Tourism Ireland in a marketing drive in the first half of the year. This included the recent promotional programme of activities to showcase Ireland during the St. Patrick's Day period, including the "greening" of iconic buildings and attractions around the world including the London Eye, the Moulin Rouge in Paris, Burj Al Arab in Dubai and Table Mountain in South Africa.

I am advised that, in Ireland's most important overseas market, Great Britain, Tourism Ireland is increasing its marketing investment by 30%. It will have a year-round presence on TV, radio, online and on social media. Tourism Ireland's publicity programme in Britain will deliver further positive coverage across all media worth in excess of €65 million in advertising value.

In North America, Tourism Ireland's spring advertising campaign was launched on 23 February with radio advertisements in cities with good air access to Ireland — including New York, Boston, Chicago, San Francisco, Los Angeles, Atlanta, Philadelphia, Dallas and Houston. In addition co-operative marketing campaigns with all the relevant airlines are planned or are under way.

In Germany a €2.1 million TV campaign is under way, on prime time TV across seven top German stations. In France, a spring TV advertising campaign commenced on 16 March and will reach 14 million potential holidaymakers. This campaign is supported by online promotions with partners including Aer Lingus, Air France, Irish Ferries, Brittany Ferries, B&B Ireland and others.

Turning to some of the new and developing markets, while Tourism Ireland's focus in the short term will be on driving significant numbers from the traditional key markets outlined above, visitors from emerging long-haul markets stay twice as long as the average holidaymaker, and have the highest spend per visit. Accordingly, Tourism Ireland is implementing a series of innovative marketing and publicity campaigns and travel trade programmes to raise the profile of Ireland.

Tourism Ireland's regional hub office in the United Arab Emirates, which has been operating since 2009, oversees Tourism Ireland's operations in the Asia-Pacific region, including China, India, Japan and the Middle East. Tourism Ireland also has offices in Shanghai and Beijing in China and Mumbai in India. Tourism Ireland is also working with relevant airlines in the developing markets to encourage and promote direct and indirect access to the island of Ireland. Tourism Ireland is also working closely in these markets with other Government Departments and agencies, in line with the Strategy for Trade, Investment and Tourism, to promote Ireland.

The above outlines just some of the key activities that will be undertaken by Tourism Ireland using the Tourism Marketing Fund this year. Additional information can be found in Tourism Ireland's 2011 Marketing Plan which is available on their website. I am confident that the resources and plans are sufficient to ensure that we do see a return to growth in both numbers and associated revenues from our important markets this year.