Almost £100 million will be spent by Bord Failte and the Tourism Marketing Partnership next year on promoting the State as a tourist destination.
The Minister for Tourism, Sport and Recreation, Dr McDaid, said the funding for tourism marketing next year was the largest annual Government commitment in this area.
Bord Failte and the Tourism Marketing Partnership, which represents the industry, yesterday outlined a three-year plan to boost visitor numbers and revenue. If targets are met, an additional 300,000 people will visit the State next year. This 6 per cent increase in visitor numbers is expected to be matched by a 6 per cent increase in revenue.
This year is the ninth consecutive year in which the State has successfully increased visitor numbers. Mr John Dully, chief executive of Bord Failte, said it was likely this year's target of 6 per cent growth in numbers would be achieved. "About six million people came to Ireland last year. The British market didn't perform as well as expected but the US market performed extraordinarily well with France and Germany holding their own," he said.
Bord Failte will concentrate on attracting high-spending tourists. The increase in revenue next year should be in the region of £100 to £120 million, Mr Dully said.
Advertising campaigns will be carried out next year in Britain, the United States, France, Germany, Italy, the Netherlands, Australia and Sweden. Four countries - Belgium, Spain, Austria and Switzerland - will be dropped from the list.
Bord Failte will also promote the State as a primary destination for specialist holidays including golf, angling, equestrian pursuits, walking, cycling and learning English as a foreign language. Next year, some 500 Irish trade delegates will take part in 132 promotions in 29 countries.
"People, pace and place" are still the core attractions of an Irish holiday experience for overseas consumers. The key appeal of "pace" is under threat from the booming economy while increased prices, inflation and the shortage of labour supply and skills are also threats, according to the three-year strategy, Tourism 2001-2003 Marketing in Partnership.
The weak euro, however, makes Ireland relatively cheap for US and British visitors.