€12m campaign to catch late booking tourists

Tourism Ireland has launched a €12m autumn/winter campaign in a bid to cash in on the market for late booking.

"The four month period September - December represents 30% of overall business for the year so there is a lot of play for to year end" said chief executive Paul O'Toole.

Tourism Ireland is working with Fáilte Ireland, the Regional Tourism Authorities and industry partners to capitalise on this market.

The trend towards shorter visits is a global one and is a challenge for tourism enterprises around the world, Mr O'Toole said.

"The challenge for all of us is to strive to ensure that increased tourist numbers translate into corresponding revenue growth, which will benefit everyone and every part of the island," he said.

Tourism Ireland is the all-island body responsible for marketing the island of Ireland in overseas markets.

It's role is to provide strategic leadership in international marketing and delivering marketing programmes.

Fáilte Ireland, the merged Bord Fáilte and CERT, is responsible for domestic tourism, product development and training.