asked Her Majesty's Government:
Further to the Written Answer by Lord Rooker on 18 April (WA 84) concerning Tourism Ireland, why 80 promotional events had Irish dancing associated with them while the company had only five events associated with Scottish dancing; and whether parity of esteem for both communities was achieved on this occasion. [HL3410]
Tourism Ireland's marketing activities are tailored to individual geographical markets and use a range of cultural themes to convey the message. In America, where certain audiences have an appreciation of Ulster-Scots cultural links, the company may use Scottish dancing as part of its promotional activities. In other markets where there is limited knowledge of Ulster-Scots the company uses other themes which are more easily recognised as being part of the culture of the island of Ireland. The goal of any marketing campaign is to reach as wide an audience as possible by using themes which resonate with the potential visitor.