Tourism Ireland has announced a major review into how Ireland is sold as a tourist destination overseas, appointing an expert group to find out why some 8.8 million people a year visit the island.
The expert group, which will be chaired by marketing consultant David Nichols, has been drawn from outside the tourism industry in order to give the review of Ireland as a brand a broader and fresher perspective.
It is the first major review of how Ireland is marketed to potential overseas visitors since 1995.
Paul O'Toole, Tourism Ireland's chief executive, said Ireland had changed in those 12 years.
"It may well be that there are different facets to Ireland that compel people to visit now. We have become a multicultural society and there has been the positive impact of the peace process with the re-establishment of the Northern Assembly."
Mr O'Toole said the tourism industry, both in the North and the Republic, was doing well, with a record 8.8 million visitors in 2006 and a strong start to 2007.
Tourism Ireland has set a target of 9.3 million visitors and revenues of €4.5 billion for this year and is spending €67 million on overseas marketing.
The other members of the expert group are Prof David Carson, John Fanning, Dr Maureen Gaffney, Ciarán Ó Gaora, Regine Reinhardt, Trevor Ringland and Mark Thompson.
The review will include research among consumers and trade representatives in overseas markets as well as a consultation with the tourism industry here.
Record levels of direct air access into Ireland this summer are supporting the industry, Tourism Ireland said.
