Minister joins in tourism marketing drive

Tourism Minister John O'Donoghue today joined Tourism Ireland chief executive Paul O'Toole in a major marketing drive to boost late season and early 2003 business from the US to Ireland.

This is Minister O'Donoghue's first visit to America in his role as Minister for Tourism.

The five-day promotional event includes visits to Chicago and New York where they are meeting with key US tour operators, airline carriers, travel agents, incentive travel houses and media.

The North American market is Ireland's second biggest market after Britain.

The significance of the North American market is based on the fact that it is the highest yielding in terms of consumer spend.

The North American visitor spends on average of €806 in Ireland compared to the British visitor who spends €356.