Regions receive €5m in new marketing push

Three new 'super regions' created, with emphasis on promoting rural tourism

The Government is to provide an additional €5 million to fund new marketing initiatives aimed at providing balanced growth in tourism throughout the regions.

Minister for Arts, Sport and Tourism John O'Donoghue said yesterday that a shift in consumer preferences to short breaks and city-based stays had directly resulted in the rate of growth in urban areas outstripping that in other parts of the country.

Under the initiative announced yesterday, existing regional tourism authorities will come together to form three new "super regions" in strategic marketing alliances.

Each of the "super regions" will be allocated €1 million to fund specially created campaigns which will highlight the attractions of the area, ease of access by sea and air as well as presenting value packages from the industry.

Mr O'Donoghue said that last year had seen a good increase in tourist numbers in some areas - the figures for Dublin were up by 11 per cent - but some regions remained stagnant or witnessed no specific rises. Overall 6.7 million visitors came last year, generating €4.3 billion in revenue.

He said the disparity in tourism growth presented the regions with particular challenges, both in terms of products offered and how they were marketed to consumers who had a greater choice than ever before.

"We have seen the emergence of a cash-rich-time-poor customer who wants to fit more and more into a shorter holiday and is facilitated in so doing by the advent of low-fare airlines.

"It is equally obvious that these travel trends have posed particular difficulties for many rural-based enterprises. Restoring balance to regional growth is a priority, and this additional funding is designed to help that process," he said.

In addition to the new funding for the "super regions", a €1 million local area marketing fund is to be established. This is to encourage the tourism industry to develop attractive promotional packages aimed at boosting revenue in rural areas.

There will also be a €1 million innovation fund to support new developments and stimulate investment across all regions, with an emphasis on non-urban areas.

Mr O'Donoghue said he hoped to see overall visitor numbers increase by 5 per cent this year, with an associated rise of 6.6 per cent in revenue from foreign visitors.

Fáilte Ireland chief executive Shaun Quinn said walking tourism and angling presented opportunities for rural areas, but that issues such as access to land for walkers and fish stocks would have to be addressed.

Chief executive of Tourism Ireland Paul O'Toole said the new investment would be used to accelerate the promotion of the regions overseas.

Marketing Irish tourism: three new super regions

Ireland South

Cork, Kerry and the southeast

Ireland West

River Shannon, the west and the northwest

Ireland East

Dublin, the midlands, the east and Cos Cavan and Monaghan