Irish people are leaving the country in search of holiday sunshine due to the dismal weather.
The cold and rainy conditions are prompting people to book last-minute holidays abroad, while hotels and tourism businesses at home are advertising discount rates during what is normally peak holiday season.
"We are 20-30 per cent busier than we were this time last year," Clem Walsh, head of marketing at Budget Travel, said yesterday. "People don't care where they go. Last Monday morning there were people queuing outside one of our Dublin agencies before opening hours."
Charlotte Brenner of Falcon Holidays said their agency also noticed a marked increase in last-minute bookings.
"The traditional destinations, like Spain, Portugal and the Balearic Islands, are still the most popular, but people have to be more flexible because there is limited availability in those places."
Businesses in the tourism sector at home are noticing the negative results of the adverse weather. "We have to provide more special offers so as not to loose business," said a Westport hotelier.
Jacinta Stacey, managing director of Trident Holiday Homes which provides self-catering cottages throughout the country, has also noticed a change in business this summer. "We didn't have the same availability or discounted prices last year."
She added, however, that customers with advance bookings were not making cancellations.
"People are getting on with it, and there are pockets of good weather, for example in Valentia."
Mark Roding, base manager for Emerald Star Cruises in Belturbet, Co Cavan, also thinks that holidaymakers are not always put off by rain. "We have had no cancellations. People don't come here for the sun. The water levels are higher than last year, but they are not critical and all of our boats are in use."
Gráinne Gallen, marketing director of Go Ireland Activity Holidays, said the weather was definitely not good for future business. "Outdoor types don't choose Ireland for sunshine, but it's difficult for people who are only looking for 'soft adventure' vacations."
The persistent rain in parts of the west of Ireland is also having an impact on the retail trade. Fleeces and rain jackets are the main sellers in the Clifden, Co Galway, branch of the Faoin Tuath store this summer. "Tourists don't come here for the sun but they don't expect it to be this bad," said Leo Mansfield, owner of the outdoor store chain. "I have completely sold out of brollies."