Tourism Ireland has launched a 12.5m euro (£8.7m, US$17.7m) marketing campaign in a bid to attract overseas tourists to take city breaks and explore rural Ireland this autumn.

The promotion is being rolled out in the UK, US and Continental Europe to boost the already popular September–December period, which usually makes up around 30 per cent of the country’s annual tourism business.

City break and motoring holidays in particular are being marketed throughout the UK via television and radio, the internet and national print outlets, and the Rugby World Cup is being used to launch rugby-related promotions, especially in France – a key target and growing tourism market in recent few years.

Minister for arts, sport and tourism, Séamus Brennan, said: “Overseas visitor numbers were up for the first seven months of the year and overall indicators are generally positive in the industry.

“However, we must avoid complacency. That is why well-structured, imaginative and targeted campaigns are so vital in promoting the island. I am confident that there is even more overseas business to be won from the roll out of this extensive campaign across the markets.

Andrew Coppel, chair of Tourism Ireland, added: “Consumers are increasingly opting for multiple shorter holiday breaks, and autumn/winter is a particularly popular time. We have enticing packages developed around product themes, such as gourmet food, music, castles, literature and the arts.”

The organization has also launched a consumer marketing campaign in China – a new and developing market for Irish tourism.