Tourism Ireland has announced a major new worldwide marketing campaign, which it is hoped will help increase the number of inbound visitors to Ireland and Northern Ireland during 2010.

It is hoped that the agency's new strategy will boost the number of visitors to the two countries by 3 per cent to contribute towards a target of 7.85 million overseas people travelling to the island of Ireland over the next 12 months.

Plans include increasing the levels of investment to specifically target the British and German markets, as well as countries in southern Europe, while also using themed cultural promotions to highlight Irish music, literature and genealogy.

Unveiling it's 'Battle for Britain' proposals, Tourism Ireland aims to reverse a period of decline in the levels of UK residents travelling to Ireland with a series of initiatives, including efforts to make St Patrick's Day one of the UK's largest consumer events.

Tourism Ireland also plans to run promotional campaigns in key US cities, as well as the developing markets of Australia, India and China.

Irish tourism minister Martin Cullen said: "Tourism Ireland's Global Marketing Plan is a key component in realising the potential of the many millions of people who will take holidays and short breaks in 2010. We want to capture as much of this business as possible for Ireland.

"Irish tourism has fundamental underlying strengths - quality product, image and welcoming reputation. Tourism can play a vital role for Ireland as part of an export-led economic recovery."

Tourism Ireland is jointly-funded by the Irish Government and the Northern Ireland Executive.

Image: Tourism Ireland/Nutan