§ Lord Lairdasked Her Majesty's Government:
What policies Tourism Ireland has introduced since November 2002 to increase the number of tourists visiting Northern Ireland from outside the island of Ireland. [HL1854]
§ Baroness AmosThe policies for Tourism Ireland Limited are set out in the company's 2002–2004 corporate plan and annual operating marketing plans. The 2004 operating marketing plan details the company's strategies and how it will be supporting Northern Ireland to realise its tourism potential by working in partnership with the Northern Ireland Tourist Board and the industry both at home and overseas. It is the policy of the company to ensure that Northern Ireland has a prominent presence in its overseas marketing campaigns and as part of its policy Tourism Ireland Limited ensures that all staff in its overseas markets are familiar with the Northern Ireland tourism product. It also ensures that Northern Ireland is included in the itinerary of familiarisation visits to the island of Ireland by key tourism and media representatives. Most recently the company has indicated its intention to use its resources to support the development of new direct air services to Northern Ireland.
The company is working closely with the Northern Ireland Tourist Board in building and maintaining a positive image of Northern Ireland overseas as a quality tourist destination and in developing marketing initiatives in key targeted markets of importance to Northern Ireland.