Tourism Ireland has launched its Autumn/Winter campaign in the UK, US, France, Germany and other markets. The €12m campaign will strengthen and extend activities aimed at capitalising on the late booking trend.
'The four month period from September to December represents 30% of overall business for the year so there is a lot to play for to year end,' said Paul O'Toole, Tourism Ireland's CEO.
He said that Dublin has been performing well, but the regional spread was 'less positive'.
Mr O'Toole said visitor numbers were up in the first five months of the year, but these did not necessarily translate to the bottom line for everyone in the industry, and a trend towards shorter breaks was hitting revenue.
