§ Lord Lairdasked Her Majesty's Government:
What steps the Northern Ireland Tourist Board and Tourism Ireland have taken in the past year, and what steps they propose to take in the next five years, to develop tourism in Northern Ireland, particularly by United States citizens of Scots Irish background. [HL3323]
§ Lord Williams of MostynThe Northern Ireland Tourist Board (NITB) has already mainstreamed cultural tourism as a key development and marketing priority and will continue to do so in coming years. The hoard, in conjunction with Tourism Ireland Ltd (TIL), is keen to exploit opportunities that are unique to Northern Ireland and to develop a visitor experience that is based on the region's cultural and natural attributes. The NITB recognises the Ulster Scots (known as Scots-Irish in the USA) heritage as an integral element of future tourism growth to Northern Ireland from several key markets including North America.
TIL recognises the potential of Ulster Scots/Scots Irish segment to tourism in the island of Ireland. To that end, the company has commissioned research specifically on this segment by organising for the inclusion of a number of questions in the Menlo Study of Travel Behaviour, currently being undertaken in the US market, with preliminary results expected in August 2003. This study, in conjunction with a brand tracking study, which is also in the field, will assist TIL in identifying regions with best potential for this particular segment.
6WATIL has also liaised with the Ulster-Scots Agency in Belfast and has requested copies of their publications for distribution to market staff and tour operators to allow key players to become more familiar with this crucial segment.
TIL is currently in discussions with its advertising agency to design a segment-specific campaign to target specific groups through targeted publications and websites, with particular emphasis on the Ulster Scots/Scots Irish.
§ Lord Lairdasked Her Majesty's Government:
What plans they have to grant aid to tourism on the north coast of County Antrim. [HL3425]
§ Lord Williams of MostynDCAL does not directly grant aid to tourism. However, it provides part funding for events and projects which can benefit tourism in the area.