184. Deputy Bernard J. Durkan asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media to indicate the extent to which she continues to promote Ireland as an attractive holiday location through the arts, sport and culture given the particular market that exists in these areas; the extent to which it is expected for this to be of benefit to the hotel and catering sectors, on- and off-season; and if she will make a statement on the matter. [45469/24]

I am committed to the ongoing development of a vibrant and competitive tourism sector that makes a significant contribution across the country, is economically, socially and environmentally sustainable, helps promote a positive image of Ireland overseas, and enables local communities to prosper. This approach is set out in the new Tourism Policy Framework for the period to 2030 which my Department published recently.

Tourism Ireland is the agency responsible for marketing the island of Ireland overseas as a compelling top-quality and sustainable tourism destination. In Budget 2025,  €61.4 million has been provided under the Tourism Marketing Fund to continue to support Tourism Ireland’s major marketing campaigns overseas that are core to the delivery of tourism policy on season extension and regional growth. A specific allocation of €3.2m funding is included to extend the tourism season and ensure all regions of the country benefit, thus supporting tourism businesses.

Tourism Ireland’s work overseas supports, and is supported by, other areas within the remit of my Department. For example, the portrayal of culture and sport in Tourism Ireland's marketing communications overseas can play an important role in helping potential visitors to envisage and appreciate some of the unique aspects of a holiday on the island of Ireland and recognise the island as a top location for sporting events.

Sport-related tourism has emerged as a very significant element of world tourism, with a multi-million-euro market and a huge potential for countries who position themselves correctly. High profile sporting events such as the UEFA Europa League Final in May 2024 at the Aviva Stadium, the return of The Open to Royal Portrush in 2025, the Ryder Cup at Adare Manor in 2027 and the American college football series provide a unique opportunity to highlight the island of Ireland as a wonderful holiday destination, as well as a top location for sporting events.

As many of our visitors are also very interested in our culture and heritage, it’s great to bring travel and culture together and with a focus on showcasing culture throughout the year, Tourism Ireland partners with Culture Ireland to leverage Irish culture and arts programmes, such as this year’s Zeitgeist Irland 24, a year long programme of Irish arts taking place in Germany.

There is great co-operation between Screen Ireland and Tourism Ireland. Screen storytelling provides new perspectives on Ireland and Irish values for audiences around the world – including potential tourists – and projects an image of the country as a rich and creative place with a unique identity. Seeing Ireland’s beautiful landscapes on screen helps Tourism Ireland to market the country and they often create a ‘behind-the-scenes’ film describing and praising the filming locations, such as they created for the series thriller Bodkin released in May 2024, that was filmed entirely on location in Ireland.

As the National Tourism Development Authority, Fáilte Ireland is responsible for domestic holiday marketing across four regional experience brands: Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. Fáilte Ireland supports festivals such as Púca Festival, New Year’s Festival Dublin, and Ireland’s St. Patrick’s Day Celebrations. The Global Irish Festival Series is a Fáilte Ireland Funding Scheme delivered in partnership with the Irish Abroad Unit of the Department of Foreign Affairs.

In the wider context, my Department and the tourism agencies will continue to work to identify and exploit the opportunities for convergence between tourism and other sectors for the overall benefit of the entire tourism ecosystem.