Cross-Border co-operation in tourism suffered a severe blow this week as a row erupted over a decision by the Minister for Tourism, Dr McDaid, to change the Bord Failte logo, leaving a joint marketing campaign with two different logos. Tourism officials stressed the scheme would continue despite allegations of a lack of "partnership" by the Minister.
Tourism Brand Ireland (TBI) marketing scheme was launched last November at a cost of some £3 million by the Northern Ireland Tourism Board (NITB) and Bord Failte. It was generally seen as an outstanding example of cross-border co-operation.
That image was shattered over the past week when the minister responsible for tourism at the Northern Ireland Office, Mr Adam Ingram, issued a stronglyworded statement criticising the "unilateral action" of Dr McDaid.
Mr Ingram said he was convinced of the benefits of marketing Irish tourism on an all-island basis. "But such marketing must be based on the principles of full partnership. The handling of this logo issue does not reassure me that this basic principle is fully understood and shared," he said.
The NIO minister outlined the sequence of events that led to the row. He said Dr McDaid had written to him in August expressing his reservations about the logo. In a reply on September 7th, Mr Ingram said any changes in the TBI campaign should be based on market research and pointed out that the two boards were in the process of reviewing the research. He said he then "learned through a press release that Minister McDaid had announced a new TBI design formulation".
Dr McDaid, who was out of the country, was not available for comment. However, sources in the Department of Tourism in Dublin insisted that consultation did take place through Bord Failte, and said there was "verifiable evidence" that Dr McDaid did not act unilaterally. It had also been agreed that NITB could continue using the original logo.
Earlier in the week Dr McDaid defended himself by saying "the shamrock is a recognised emblem of Ireland world-wide and is totally ecumenical and non-political".
But Dr McDaid came in for strong criticism north of the Border. Mr Steve McBride of the Alliance Party said Dr McDaid's intervention was "entirely unhelpful, and suggests a failure to accept the necessities of North/South cooperation". Party leader, Lord Alderdice, raised the issue at a recent meeting with Taoiseach Bertie Ahern.
The Northern media also entered the debate with the nationalist Irish News devoting an editorial to the subject. Calling on Dr McDaid to reverse his decision, the newspaper said his actions had "undermined confidence in the Republic's commitment to partnership" and "destroyed a small but potent symbol of a new Ireland built on partnership".
Tourism officials were this week trying to minimise the damage. Mr Mark Alexander, group marketing director of NITB, said he was "absolutely convinced" no long-term damage would be caused to tourism co-operation.
"This is about a common partnership between two tourism boards. It should not be about a political argument. But unfortunately that's what it has become," said Mr Alexander.
He pointed out that the original logo had been agreed between NITB and Bord Failte after "exhaustive and expensive market research in 17 countries" and widespread consultation within the industry in Ireland. Mr Alexander said Dr McDaid's decision "could hardly have been taken on the same basis".
The NITB will continue using the original logo. Bord Failte is to continue using promotional material with the original logo until stocks are used up, but the new logo will appear on anything it prints in the future. Mr Alexander said discussions were continuing as to what logo should be used on joint material for next year.
