Cullen Launches Initiative To Develop 'Cultural Tourism' In Ireland

Martin Cullen T.D., the Minister for Arts, Sport and Tourism, opened the Fáilte Ireland National Tourism Conference in Dublin Castle on Tuesday.

This year's conference theme is Cultural Tourism, An Asset. An Opportunity. In his opening remarks, Minister Cullen said: "This is my first opportunity to address Fáilte Ireland's National Conference since becoming Minister for Arts, Sport and Tourism some six months ago. I am particularly delighted that this year's theme is cultural tourism, which brings together the three elements of my portfolio and gives me an opportunity to set out some of my thoughts on this subject."

The Minister added: "Cultural tourism is growing in importance internationally. It has been achieving average annual growth rates of 15% - three times the overall growth rate for tourism. It represents a third of all tourism business and is high yield.

Tourism Ireland have already identified "sightseers and culture seekers" as our best prospects and have repositioned their marketing and promotion efforts towards this group.

"Fáilte Ireland's Visitor Attitude Surveys show that three in every four of our overseas holidaymakers rate history and culture as a very important factor in considering Ireland for a holiday.

"Two out of three holidaymakers visited a heritage or cultural attraction during their stay," the Minister added, "yet we do not have a recognisable, or high profile, as an international cultural destination. This we must change."

Minister Cullen said: "A significant range of incentives and programmes already exist to develop the cultural and arts tourism product.

"They include the programmes of the Arts Council, Culture Ireland and the Film Board, the ACCESS scheme under which capital grants are provided for arts and culture infrastructure products nationwide, the Festivals and Cultural Events initiative operated by Fáilte Ireland and the capital and current investment activities of the National Cultural Institutions.

"We need to ensure that these programmes are properly focused and coordinated, are delivering value for money and jointly contributing to the presentation of a vibrant and authentic cultural tourism product."

Some of the issues the Minister said he would like to see addressed by the initiative are: the scope for research to identify and target the profile and expectations of the cultural tourist and the development of an easily accessible calendar of cultural and arts events; the opportunities for building arts/culture events and themed product development for the international market; developing the concept of a Dublin Biennale and an Irish cultural platform for the London 2012 Olympic Games.

"I believe that we have raised our game in recent years in presenting and marketing our arts and cultural activity domestically and internationally. But there is much to play for as I believe we are still not well-known or recognised as a cultural destination, perhaps outside of our traditional and popular music and dance and the work of some of our writers. Perhaps today is the start of a revival or renewal process. I look forward to reviewing the results and outcomes of your work here so that together, we can move the agenda forward and, in the words of the conference theme - realise the potential of Irish cultural tourism," he concluded.