Fáilte Ireland plans to fight to stem the decline in British tourist numbers which will cost the industry €88m this year.
A “Get Brexit Ready” programme is designed to help tourism businesses deal with the effects of falling visitor numbers from Britain.
Visitor numbers from the UK account for more than 40 per cent of inbound tourists, but are down 6 per cent this year.
British visitors account for more than 60 per cent of visitors to some border areas, such as Monaghan or Leitrim. Fáilte Ireland is especially targeting the Brexit initiative at the heavily exposed east, southwest and border regions, where it says UK visitors bring in €1 billion of business.
The Get Brexit Ready programme comprises a website (getbrexitready.com) which contains a self-assessment tool and survey for businesses, to help them ascertain how prepared they are for Brexit.
The tool assesses the readiness of businesses around themes including their exposure to the British market and ability to shore up this business, their ability to diversify, and their staffing capabilities.