€200m to be spent to attract more tourists

Tourism Ireland is to spend €200m over the next three years in an effort to boost the number of tourists visiting Ireland.

The tourism promotion body said it is hoping to attract nine million overseas visitors in the coming years.

It said the €200m marketing drive will focus on boosting regional tourism, reinvigorating the stagnant British market and helping the Northern Ireland tourism industry to reach its potential.

Speaking ahead of the launch of the plan later today, Tourism Ireland chief executive Paul O'Toole said: "There are real challenges facing tourism in overseas marketing next year. Competitiveness and new competition are a huge challenge for us.

"However, I think if we do the right things and if we match innovative and clever marketing with a tremendous product and brilliant service delivery, giving our customers value for money each and every time, then we have reason to be optimistic."