Tourism Ireland and Failte Ireland, the national bodies responsible for developing and promoting the Irish tourist industry, aim to increase overseas visitor numbers to Ireland by 1.4 million to nine million by 2008.
The Minister for Arts, Sport and Tourism, Mr John O'Donoghue today launched the joint marketing strategy and plans for 2005 of both organisations.
Tourism Ireland presented details of a three-year €200m marketing programme aimed at increasing overseas visitor numbers to the island of Ireland while Fáilte Ireland unveiled a range of tourism business tools and a new action plan for promoting domestic tourism, including a new advertising campaign.
The three-year marketing package will include an action plan to promote domestic tourism, a new advertising campaign, and schemes to address the lack of success in many rural areas. Priority will also be given to growing business from Britain, Ireland's largest and most important market.
2004 was a mixed year for Irish tourism. While more than 7.6 million tourists came to Ireland during the year, numbers began to decline in the second half of the year. Visitor numbers from Britain were also down this year.
Speaking at the launch, Mr O'Donoghue said: "Tourism Ireland and Fáilte Ireland have the largest ever marketing fund available for frontline marketing in 2005, both overseas and domestically. I am confident that it will be invested to the best possible effect."
Major changes - driven by social, economic and demographic factors - are taking place in international tourism and travel, according to Mr Paul O'Toole, Chief Executive of Tourism Ireland.
"We will focus on six key elements in our plan - reinvigorating the British market, encouraging the spread of overseas visitors to all the regions of Ireland, access development, e-marketing, business tourism and helping Northern Ireland tourism industry to reach its potential. Ultimately, we are aiming to grow tourism to the island of Ireland by 5 per cent in 2005," he said.
Chief Executive of Failte Ireland, Mr Shaun Quinn stressed the importance of the organisation's web site, www.ireland.ie, in helping to grow visitor numbers.
"The cornerstone of our new approach is that people will be able to browse and book value offers for accommodation and activities directly through Fáilte Ireland's web site. A much more flexible approach will facilitate businesses in uploading their best deals and offers to the site, making it a 'call-back' must for consumers," he said.