€8m invested into British tourism scheme

€8m is being injected into an autumn/winter campaign to promote Ireland as a holiday destination for British visitors, Minister for Tourism John O’Donoghue has announced.

It is an effort to capitalise on the late booking trend which is now a feature of the international tourism market.

It is hoped the initiative will give the 2004 season a vital "kick-start", with particular focus on the "family holiday" market.

There will also be increased emphasis on Direct Marketing in conjunction with industry partners.

Among the attractions planned for next year are the centenary celebrations of Bloomsday with a five-month festival lasting from April 01 to August 31, according to O’Donoghue.

Speaking tonight at The World Travel Market in London, O’Donoghue said: “ Britain now accounts for 64% of all visitors and 45% of all revenue to the island of Ireland with 4.5m British visitors making us the third largest destination from Great Britain after Spain and France."

A large trade participation of over 100 representing 60 companies from all sectors of the Irish tourism industry were present.