Taoiseach launches giveaway for home holiday market

The Taoiseach, Brian Cowen TD, today launched Fáilte Ireland’s Autumn Initiative with the publication of a new great value Discover Ireland holiday supplement for September and October, with each copy of the supplement containing a special offer ‘cheque’ worth €50 and ready for use in selected venues in Ireland.

The initiative is part of Fáilte Ireland’s year round promotion of Ireland as a home holiday and short break destination.

The Taoiseach said:

“Earlier in the year I asked the relevant State Agencies to work together to promote the great value for money available in Ireland to people looking for a holiday break this Autumn.”
 
“Today I’m delighted to launch this initiative which highlights the many tourism, heritage, sporting and cultural attractions available for free or at discounted rates across the country – and the special €50 voucher makes a holiday at home even better value.”
 
“I am also keen to support the Irish tourist industry – which sustains so many jobs across the country – and I hope this initiative will be of some help to the sector during what I know is a difficult year.”
 
Approximately 750,000 of the Discover Ireland supplements (each with a cheque) are being made available - amounting to a massive €37.5m in bargains for Irish breaks over the next two months.
 
The initiative is being coordinated by Fáilte Ireland and funded by members of the tourism industry who have agreed to participate in the home holiday giveaway and redeem the €50 cheques involved. These accommodation providers are clearly marked out in the supplement itself and each provider has agreed to discount the sum of €50 from each booking when presented with a cheque from the supplement.
 
The supplement also highlights the large amount of activities and attractions in Ireland which are free and easily accessible to aid the reader when planning their break. Furthermore, the brochure also contains discount vouchers for a number of popular sites where admission is charged.
 
The new Discover Ireland supplement can be picked up at all Fáilte Ireland tourist information offices from Saturday 19th September and will also be available in selected national and local newspapers from that weekend.
 
The Autumn Initiative is part of Fáilte Ireland’s ongoing work to promote holidaying at home within the Irish market this year. The home market is now worth in excess of €1billion and has a key role this year as the tourism industry is now offering greater value and more convenient packages in order to sustain jobs in the face of difficult trading conditions internationally. 
 
Launching the initiative today, the Taoiseach pointed out that:
 
“In the current economic climate, everyone is looking for value and quality more than ever before and I am happy to note that this is at the core of Fáilte Ireland’s current home holiday campaign. The Autumn Initiative announced today sustains the ongoing campaign to present Ireland to its own people as a convenient, good value alternative to an international break. I hope that as many people as possible avail of the bargains within while these offers last and enjoy the best that this country has to offer from family breaks to weekend getaways.”
 
Commenting on the initiative, the Minister for Arts, Sport and Tourism, Mr. Martin Cullen, T.D., said:
 
"I am particularly pleased that this initiative highlights the wonderful range of heritage attractions, museums and galleries, sporting activities and great festivals that are on offer in Ireland during the Autumn. In what is a challenging year for Irish tourism, we are fighting for every bit of tourism business available, both at home and abroad, and putting out a strong message that Ireland offers a high quality experience, excellent accommodation choice and great value for money."
 
Welcoming the Taoiseach’s support for the initiative, Fáilte Ireland CEO, Mr Shaun Quinn, emphasised that, although the traditional high season may be over, activity throughout the Autumn can make or break many businesses. Fáilte Ireland’s  campaign is based on extensive consumer research which has revealed that Irish people are less likely to have a short break overseas than they were in 2008 and that there is a greater likelihood that more people will holiday at home this year.
 
Referring to the €37.5m giveaway, Mr Quinn emphasised:
 
“This supplement makes good business sense and reflects the spirit of partnership between the public and private sectors which exists in tourism. The brochure is jointly funded by ourselves and the industry – underlining the importance that the tourism sector places on winning business throughout September and October.
 
“However, beyond the business case, this publication represents good news for the customer. There’s now greater value in Ireland to be had and more wonderful things to see and do, so I would urge everyone to use this brochure, or log onto www.discoverireland.ie for the latest offers, when planning your next break.”
 

ENDS

For further information please contact
 
Alex Connolly
Head of Communications
(01) 8847884 / (086) 7966320
 
 
Note to editor:
 
Fáilte Ireland, the national tourism development authority, was established in 2003 to guide and promote tourism as a leading indigenous component of the Irish economy.
 
The tourism and hospitality industry employs up to 300,000 people and generates more than €6 billion in revenue a year.

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