Martin Cullen, the Irish minister for arts, sports and tourism, has told delegates at a Tourism Ireland-organised seminar in Dublin that the British market is the country's most important.

In his address to tourism industry representatives at the Know Britain Grow Britain seminar, Cullen revealed that Tourism Ireland is set to invest nearly €13m (£11.4m) in attracting more UK tourists to Northern Ireland and the Republic of Ireland in 2010.

Ireland's tourism sector was handed a boost in December last year, when the government confirmed additional funding to the Department for Arts, Sport and Tourism (DAST) as part of the 2010 Budget.

More than €44m (£38.5m) has been earmarked for marketing Ireland in overseas markets in a bid to return the number of inbound visitors to growth, following a period of decline.

Cullen told delegates: "Tourism Ireland's €13m (£11.4m) investment in innovative marketing in Great Britain is well underway and a targeted programme is planned to get the British consumer to come to Ireland this year.

"We must not lose sight of the many factors that also work in our favour. Research shows that interest in the island of Ireland has never been stronger in Great Britain. Ireland in terms of 'interest' now ranks fifth out of 50 in GB, ahead of destinations like the US and New Zealand."

Image: Tourism Ireland/Eoghan Kavanagh