Ireland's growing cosmopolitanism is turning off some holidaymakers who think our cities are becoming indistinguishable from other European cities, according to new research, writes Alison Healy.
The survey, by Tourism Ireland, quoted potential holidaymakers who said that while Ireland had great appeal as an urban short-break destination, its cities were becoming more and more like any other European city.
Mark Henry, Tourism Ireland's director of central marketing, said holidaymakers from Britain in particular expressed the view that Ireland was not "different or exotic enough" compared with new east European destinations.
"Five or 10 years ago, Ireland was greatly different from their domestic holidays. Now a lot of retail outlets in Ireland are British, so tourists are less likely to see the sort of uniquely Irish-run stores that they might have seen eight or 10 years ago."
In addition, cheap flights to eastern Europe meant British tourists could now visit more exotic locations for the same price.
A walk down Grafton Street might give the impression of a high street in any British city but this was a superficial view and Tourism Ireland was working to dispel it, Mr Henry said.
The agency was emphasising Ireland's culture and history, its festivals and archaeological landscape.
The four-year survey of more than 28,000 holidaymakers, entitled Marketing Insights - Image of the Island of Ireland, found that most tourists were still drawn here by our warm and witty people; the scenery and green, open spaces; the healthy and relaxing nature of holidays here; and the "craic" in music and pubs.
Tourists said they were turned off by the unpredictable weather; high prices; poor travel infrastructure; and some residual concerns about safety from the Troubles.
Mr Henry said: "Our research shows that our strongest competitive advantage, or what makes us stand out as a destination, lies in our image of a beautiful, green land populated by friendly, welcoming people."