BORD Failte aims to attract about eight million overseas visitors annually to the Republic by 2004, with numbers expected to rise to more than six million by the end of 2000.

Commenting on the organisation's new corporate strategy, the chief executive, Mr John Dully, said the board had consistently exceeded its targets for growth in tourism but that the market had become much more competitive and a new focus was needed for the company.

"The marketplace has changed and, while Bord Failte has been extremely successful in selling Ireland internationally up to now, we need to focus on becoming a good marketing organisation by researching changing consumer preferences, anticipating trends and getting the greatest return on investment."

Mr Dully said it had to be recognised that Ireland was a niche market, unlike the sun destinations in Spain, and would have to be marketed as such.

The new strategy will see more priority being put on helping small to medium-sized enterprises in the industry to promote themselves. "This year we set aside over £300,000 specifically for small operators and we will be . . . targeting those businesses in the future. Bord Failte will be working to bridge the financial gap for small operators trying to market themselves while promoting a consistent message to the customer."

Revenues from tourism are expected to increase by 9 per cent this year to around £2.25 billion. while foreign visitors are expected to increase by 7 per cent from 5.5 million in 1998.

Mr Dully does not see changes happening overnight but was confident that given that the workforce had fully bought into the new strategy, it would be successfully implemented by 2004.

The number of overseas visitors to Ireland has increased by 128 per cent in the last 10 years, with foreign exchange earnings reaching £2.3 billion in 1998.