Over €800 million worth of business is expected to be generated at Ireland's largest tourism trade fair.
Meitheal 2006, which was opened by the Minister of Arts, Sport and Tourism earlier today, takes place over the next two days in Killarney, Co Kerry.
The fair presents Irish firms in the tourism sector with an opportunity to win business with over 300 tour operators from around the world.
Around 30 overseas markets are represented at this year's event, with a strong representation from new and developing tourism markets such as China, Russia, Ukraine and India.
The fair has been jointly organised by Fáilte Ireland, the national tourism development authority, and Tourism Ireland.
Shaun Quinn, chief executive of Fáilte Ireland, said: "Irish tourism has managed to transform itself to the changing needs of visitors while also maintaining and building on its traditional success factors.
"This is an ongoing process and Meitheal plays an important role as Irish tourism businesses meet key and potential customers face-to-face. It is a highly efficient manner of both doing business and building market intelligence."