Ministers join in bid to boost Irish tourism
Senior ministers from both sides of the Irish border today got together to launch a joint tourism initiative, just 24 hours after the Northern Ireland peace process was put firmly back on course.
Close North-South co-operation on the crucial tourist industry front was a key component of the 1998 Good Friday Agreement.
The agreement moved significantly forward yesterday through the re-election of Ulster Unionist leader David Trimble as First Minister of the Northern Ireland Executive and the accession of the SDLP’s Mark Durkan as his deputy.
Tourism Minister Dr Jim McDaid and Belfast’s Enterprise Trade and Investment Minister Reg Empey - whose department embraces the tourist trade - were involved in today’s two formal ceremonies to get the project under way.
After an event staged close to Dublin airport, the two ministers were heading to Belfast for a similar function.
Tourism Ireland Ltd features a united, fully integrated trans-border approach to marketing the island’s attraction overall as a holiday lure to potential overseas visitors.
The development is coinciding with one of the most problematic periods experienced by the tourism industry internationally in the wake of the September 11 terrorist attacks on New York and Washington and the global economic downturn.
That dimension was acknowledged today by Paul O’Toole, Tourism Ireland’s chief executive, who said: ‘‘Next year we are facing a very challenging environment. Tourism is going through very difficult times.
‘‘We will have a very new business-focused and very tactical emphasis on our campaign next year. There is new advertising material both on TV and in print and a new website.
‘‘In short we have put together something to deal with these difficult times and ensure we are out there fighting for Ireland’s share of the business.’’
The promotional plan is being backed by £4m of cash from the governments.
But Mr O’Toole said: ‘‘Advertising and marketing won’t do it alone.
‘‘But people do like to take holidays and do like to take a break. And what we will be saying very strongly is that Ireland is the place to come.
‘‘We are safe, there is lots to do here and we have very good value products on all parts of the island. And we have to say that because we have to drive business here.
‘‘What you are going to see is the bringing together of what Bord Failte and Northern Ireland Tourist Board have done in the past. These two bodies will continue to exist and will continue to play a huge role in tourism.
‘‘But Tourism Ireland will be in the market facing the consumer and delivering a really powerful message for Ireland.’’
Dr McDaid said today’s event was significant and exciting in the development of tourism on the island as a whole.
He said: ‘‘This has been a traumatic year for the tourism industry with the double setback of the foot-and-mouth crisis earlier in the year and the tragic events of September 11.
‘‘The world has been redefined and business planning has been turned on its head.’’
Dr McDaid paid tribute to the ‘‘efforts of the political leadership in Northern Ireland to overcome the most recent difficulties in the peace process there’’.
