A national and international advertising campaign will be the centrepiece of a £1 million plan to help the North's tourist industry recover from foot-and-mouth.
Announcing details of the Tourism Recovery Plan last night, the Minister of Enterprise, Trade and Investment, Sir Reg Empey, said the only way to restore confidence in tourism was by counteracting "the negative and often inaccurate reports" of the impact of foot-and-mouth on the North.
The Minister said the plan would be aimed at the key tourism markets of North America, Europe, Britain and the Republic.
Promotions covering a wide variety of activities would include "a media and travel trade blitz in New York, Chicago, Baltimore, Boston and Toronto; trade and media receptions in Paris, Frankfurt and Zurich; a television advertising campaign in Scotland; and trade and media launches in Manchester and Liverpool".
Direct mail campaigns, the Internet and shopping centre promotions will also form part of the overall campaign.
Meanwhile, the Northern Ireland Tourist Board has opened a dedicated telephone information line to advise visitors where they can go as restrictions on access to the countryside and tourist attractions are eased.
Mr David McAuley, the NITB's acting chief executive, said the line would be staffed from 8 a.m. until 10 p.m., seven days a week.
Callers from the Republic can ring the NITB Dublin office on 1850 230230.