International Sports Tourism Seen As Key Initiative

Minister Cullen said: "The Tour of Ireland has become a key event in Ireland's sporting calendar and its growing importance as an international cycling event has been reflected in the quality of the participating teams and cyclists.

"Fáilte Ireland has been the main sponsor of the 2009 Tour of Ireland through the Government's International Sports Tourism Initiative. 220 broadcasters in 180 countries have broadcast this year's event, with an estimated global audience of 20 million.

The Tour of Ireland provides one of the best opportunities to showcase many of Ireland's most scenic tourism regions as a holiday destination to significant overseas television and print audiences in key tourism markets."

"The objective of the Government's International Sports Tourism Initiative which is administered by Fáilte Ireland, is to enhance Ireland's international reputation as a sports venue, and consequently to increase sports-related tourism through the generation of additional overseas visitors and offering Ireland the facility to communicate the holiday message through global media coverage," he continued.

He also said that he looked forward with great anticipation to the Solheim Cup which will take place in Ireland for the first time in 2011.

The 2011 Solheim Cup is the latest in a series of major world sporting events, which have been attracted to Ireland under the international sports initiative.

Concluding, Minister Cullen said, "The 2009 Solheim Cup, currently underway in the United States shows the sport of ladies golf at its very best to a worldwide audience. It has provided a foretaste of what we can expect in 2011, when Killeen Castle in County Meath will be the venue for the event.

"The hosting of the Solheim Cup will also provide a valuable opportunity to promote Ireland as a golf destination to a worldwide market, not least to women golfers, and builds on the success of the 2006 Ryder Cup."