Irish tourism minister Mary Hanafin has launched a new €20m (£17.4m) marketing campaign in a bid to encourage more overseas visitors during the summer months.

Tourism agency Tourism Ireland is rolling out the campaign - one of the largest mid-year tourism drives - in the United Kingdom, the US and mainland Europe to promote Ireland as a holiday destination. The Irish tourism sector has been hit by a decline in inbound visitors in recent months, and the government has increased the industry's marketing budget to attract more overseas residents.

As part of the new strategy, an extensive promotional campaign will be rolled out in conjunction with a number of industry partners - such as hotels, self-catering accommodation providers and attractions. A €5m (£4.3m) marketing drive will promote 'Super Regions' in the West Coast/Shannon; the Lakelands and the East regions, while car touring promotions will be rolled out in partnership with six ferry operators.

Hanafin said: "While 2010 continues to be a very difficult year, we still have everything to play for in terms of winning the business that is out there - more than 60 per cent of our overseas visitors arrive between May and September." Tourism Ireland chief executive Niall Gibbons added: "This campaign is all about setting out our stall overseas, with a vast array of superb value-for-money offers.

"Every destination in the world is vying for business and we must stand out from the crowd with compelling, attractive, value-for-money offers that will win the consumer over." Image: Tourism Ireland/Holger Leue