A €10 million campaign began today to attract golfing tourists from Britain, Europe and the United States to Ireland for the Ryder Cup his autumn.
Building on the massive exposure of the Ryder Cup, Tourism Ireland has paid for television ads every hour showcasing the best of the country's 400 courses.
Major broadcasters in the United States - CBS, NBC and the Golf Channel - have also signed up to show lifestyle programmes filmed on location here.
Minister for Arts, Sport and Tourism John O'Donoghue said the success of the first five months of the year - which saw overseas visitor numbers up 14 per cent - had to be built on.
The Minister also unveiled newly created advertising for the marketing initiative known as Super Regions. The €3 million campaign highlights the unique personality and varied attractions of each area, ease of access by air and by sea and value for money. The scheme was developed with the help of Fáilte Ireland.
The Ryder Cup at the K Club, Co Kildare, runs from September 22nd to 24th and will bring 40,000 golf fans to the village of Straffan each day.