THE Irish Tourist Board has embarked on a £4.7million
promotional blitz to rescue the ailing tourism industry.
Faced with losses of at least £392.2 million from
overseas business and £109 million from the domestic market, due to
cancellations caused by the foot-and-mouth scare, reassurance campaigns are
being promoted in Britain, the US and Europe.
But the tourist board has warned the slump in business
“may well prove conservative if the latest down turn does not abate.”
Its says efforts made now to generate tourism from the
US would be “crucial to the outcome of the peak season” while in the
UK and Europe the decision time for potential holidaymakers would be
immediately after Easter.
Britain is Ireland’s most important tourism market and
this is where the promotion has begun.
In the US the tourist board plans to recruit “a
major celebrity” to appear in the campaign in the States.
Rock bands U2 or The Corrs might be recruited to
support the drive.
The Government is putting up £2.4 million of the new
funding with the balance coming from the tourist board’s own resources. There is
also hope a further £3.1 million will be made available if required.
Meanwhile the Republic’s tourism minister,
Dr Jim McDaid said if the virus is quickly contained the money spinning
postponed St Patrick’s Day celebrations may take place between May 18 and May
20.