A new survey of British holidaymakers has found that they think Ireland is less exciting and less culturally different than other places, and is a destination for older people.
Tourism Ireland, who commissioned the survey, says that visitor numbers from the UK fell by 1% last year, though Britain remains the biggest market for visitors here.
64% of visitors to Ireland come from the UK. The survey found that most British holidaymakers here were very satisfied with their visit but they saw no compelling reason to return here.
Paul O'Toole, Chief Executive of Tourism Ireland, said a new campaign strategy is being launched to reveal more of what Ireland has to offer particularly outside Dublin.
There is also to be a greater focus on regional and local advertising in Britain.
