MR Mark Mortell has been appointed chairman of Bord Failte, replacing Mr Padraig O hUiginn. His appointment becomes effective tomorrow.

Mr Mortell (35), was appointed a director of Bord Failte three weeks ago. It is understood he was appointed with the intention of making him chairman, and he is believed to be the youngest ever appointee to the chair of a major State company.

A former Fine Gael councillor, he is currently head of marketing at Bank of Ireland Lifetime. He previously worked as marketing director of Ballygowan Spring Water, marketing manager at Mars Ireland and as brand manager at Guinness Ireland.

Mr Mortell has been serving as chairman of the Overseas Tourism Marketing Initiative, which targeted four countries - Britain, France, Germany and the US - leveraging funding from private industry to be matched by the Exchequer and EU funds.

The initiative has generated extra tourism from the countries targeted. The idea was to market Ireland as a destination rather than to market specific facilities or products.

Announcing Mr Mortell's appointment yesterday, the Minister for Tourism and Trade, Mr Kenny, said he was delighted he had agreed to take the chairmanship.

He was doing so at a time when tourism was continuing to expand rapidly and a renewed emphasis was being placed on the international marketing of the Irish tourist product, the Minister said.

"His marketing expertise and general energy and enthusiasm will be of great help in providing the necessary drive and direction for Bord Failte into the new millennium," said Mr Kenny.

The Minister also paid tribute to Mr O hUiginn, who he said had made an outstanding contribution to Bord Failte and to the development of tourism in recent years.

Mr O hUiginn will remain on the board as an ordinary member.

Last night, Mr Mortell said Mr O hUiginn's experience would be of enormous value to him in helping him to come to grips with his new role.

He takes over at a time when tourism is booming in Ireland. Particularly strong grow in the British and US mark will boost tourism earnings to £1.445 billion this year, according to the Department of Tourism and Trade.

Mr Mortell's is the second major appointment in Bord Failte in the last couple of years. Last year, Mr Noel Toolan (38) became the organisation's international marketing director, following a career in Grand Metropolitan and Procter & Gamble.