Ireland has become a less attractive destination for British tourists, according to a survey conducted by the Government's tourism promotion body.
Tourism Ireland said the numbers of visitors from Britain fell slightly last year after several successive years of growth, while British tourists were also taking shorter Irish holidays than previously.
The organisation said research it conducted in Britain found that Ireland was regarded as less exotic and exciting than many other European destinations.
Tourism Ireland said this was worrying because Britain accounted for 64% of visitors to Ireland.
It said it had already devised a new advertising campaign to promote Ireland to British tourists.