§ Lord Lairdasked Her Majesty's Government:
What new tourist initiatives have been undertaken by Tourism Ireland since 1 January 2003 which will affect the Scots Irish market in the United States.[HL1716]
§ The Lord President of the Council (Baroness Amos)Tourism Ireland Limited (TIL) recognises the tourism potential of the Scots Irish segment and during 2003 it commissioned specific research in the United States. A marketing plan is being developed to specifically reach those with Scots Irish ancestry. In December 2003 an advertising campaign was undertaken in 12 151WA newspapers across five states and further advertising will appear this month in the Presbyterians Today and Scottish Life magazines. Direct marketing will also take place in April 2004 including methods of focusing on the Scots Irish and in particular those with Ulster Scots surnames.
In addition, in 2004, TIL will be distributing publications by the Ulster-Scots Agency to marketing staff and US tour operators who are being encouraged to develop new products for marketing to the Scots Irish market in the US. Two major Scottish clan events are under consideration for promotional attendance by Tourism Ireland, carrying Northern Ireland tourism literature. Discussions have taken place with the Ulster-Scots Agency regarding participation at such events.