Tourism Advertising: North/South Co-Operation

Oral Answers to Questions — Enterprise, Trade and Investment – in the Northern Ireland Assembly at 2:30 pm on 11 December 2000.

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Photo of Billy Armstrong Billy Armstrong UUP 2:30, 11 December 2000

1. asked the Minister of Enterprise, Trade and Investment to make a statement on co-operation in advertising between the Northern Ireland Tourist Board and Bord Fáilte.

(AQO 472/00)

Photo of Reg Empey Reg Empey UUP

The Northern Ireland Tourist Board and Bord Fáilte have co-operated on joint advertising since 1987. Following the creation of the overseas tourism marketing initiative in 1995 and Brand Ireland in 1996, annual joint expenditure of approximately £10 million has generated approximately 400,000 annual enquiries. The Northern Ireland Tourist Board’s initial contribution of £500,000 was followed by annual contributions of £300,000.

Photo of Billy Armstrong Billy Armstrong UUP

Whatever the merits of joint advertising and marketing between Northern Ireland and the Republic, it is important that Northern Ireland’s product be clearly identified for potential visitors. Will the Minister assure the Assembly that Northern Ireland will be represented properly in the joint promotion logo?

Photo of Reg Empey Reg Empey UUP

The answer is "Yes." We have to understand that the objective is to increase the number of visitors to Northern Ireland. People coming from abroad see Europe as a unit and these islands as a unit; they do not see particular regions within those units.

It is clear, under the terms of the arrangements that have been entered into, that the Northern Ireland Tourist Board, in conjunction with Bord Fáilte, will be establishing this company. It is the creature of the two tourist boards. The Northern Ireland Tourist Board will retain the responsibility and requirements to continue with regional marketing. It was specifically written into the arrangements setting up the company that it treat, be aware of and take into account in its campaigns the particular circumstances that pertained here over the past 30 years. I am confident that that will be achieved.

Photo of Jim Shannon Jim Shannon DUP

I thank the Minister for his comments on the figures. With regard to the amount of money allocated and spent from Northern and Southern Ireland, can he indicate, for each region, the number of people who have made Northern Ireland and the Republic of Ireland their tourist destination? Is the joint advertising campaign providing value for money to the Northern Ireland Tourist Board? Also, when will the new chief executive be appointed?

Photo of Reg Empey Reg Empey UUP

With regard to value for money issues, advertising of any kind, as the Member will know, is extremely difficult to measure. At the same time, if it is not undertaken people will complain. We can only point to the fact that in the last few years there have been steady increases in the number of tourists and in the amount of their spend. Also, 400,000 enquiries per year have been generated as a result of the advertising. There is evidence on the web sites, and surveys are carried out to ask people where and how they heard about Northern Ireland. That gives some indication.

The Member will know that in any walk of life or in any commercial activity it is difficult to measure precisely how much activity comes through any particular type of advertising promotion — there is a variety of types. I am satisfied that the position with regard to advertising and promoting tourism is essential. Here in Northern Ireland, we are operating at one third of the capacity that I believe our industry has, if you compare us with our nearest neighbours in Scotland and the Republic.

With regard to the last point, proposals are under way for such an appointment. As the Member will understand, the current appointment is temporary, and I hope the situation will be clarified within the next few months.