Tourism Ireland has launched a global marketing strategy to restore growth in the sector in 2011.

Great Britain, the US, Germany and France will be the focus of the promotional drive as these four countries account for 75% of visitors..

Tourism is Ireland's largest indigenous industry, providing employment for over 200,000 people here.

Tourism Ireland chief executive Niall Gibbons said the effort to restore growth in Britain, Ireland's most important market, would continue in 2011, with a new advertising campaign which will emphasise the fun of a holiday in Ireland.

The agency also plans to target people of Irish ancestry in major markets - including the US, GB and Australia - to capitalise on the recent availability of online census records.