The tourism industry in the North is pinning its hopes on a £1 million media and trade-fair offensive to help the industry recover from the effects of the foot-and-mouth crisis.
Ms Mo Durkan, spokeswoman for the Northern Irish Tourist Board, said the Tourism Recovery Plan, which was launched in Belfast in April, remained "the centrepiece of the post foot-and-mouth strategy". Though launched by the Minister of Enterprise, Trade and Investment, Sir Reg Empey, a week before outbreaks in Ardboe, Co Tyrone and Cushendall, Co Antrim, the plan "remains in force", she said.
It is aimed at the key tourism markets of North America, Europe, Britain and the Republic.
According to the campaign, publicity promotions will cover a variety of activities including 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".
Bookings in some of the top destinations, such as around the Giant's Causeway and the Glens of Antrim, are reported to be down as much as 75 per cent on last year.
