Bord Fáilte is launching a new promotional campaign to rescue the tourism industry after impact of the foot-and-mouth outbreak and the devastating attacks on New York and Washington.
But the Minister for Tourism Dr Jim McDaid warned that tough times lie ahead for the industry and that businesses will have to be patient and wait for the return of visitors from the US.
Dr McDaid told the Fianna Fail Ard-Fheis today: "The irony is that by early Autumn there were strong indications that a recovery was underway."
"And then came September 11. We watched in horror as thousands of people lost their lives before our very eyes. "It is understandable that Americans are reluctant to travel overseas, and will be so for some time. The fact is that there is a fear of flying among Americans right now."
But he reassured the industry: "That will not always be so. The United States remains the most powerful economy in the world. We must maintain the Irish presence in that market and stand ready to avail of the recovery when it comes. But we must be patient in the meantime."
Bord Fáilte is now planning how to rescue the industry and has launched a £175,000 campaign for the British and Irish markets.
Mr McDaid will launch a marketing campaign next year focusing on the European market.
But he has refused to commit millions to an American promotional drive until he is sure it will be worth the money. This year, the Government's financial commitment to tourism has already topped £90 million, he said.
He welcomed the recent announcement by airport control body Aer Rianta of a zero airport charge for new routes into Dublin.
But he added: "There's no doubt that there are challenging times ahead."