The environment has been identified as a key selling point for the Irish tourist industry by tourism training and development agency CERT.
Launching the findings of a new report called The Green Agenda, CERT chairman Mr Eamonn McKeon said operators in the industry must contribute to promoting environmental awareness and initiatives.
He said Ireland is perceived by many tourists, particularly in important markets such as France and Germany, as offering an attractive natural environment and landscape. "It is important that their expectations are met," said Mr McKeon.
One of the key recommendations in the report is the establishment of a number of "Green Clubs" encouraging managers in the industry to meet to promote environmental issues in their area.
Mr McKeon said there were cost benefits in implementing best practice in environmental management.
"More and more, tourism enterprises will have to focus on maintaining a high-quality environment as a core value," Mr McKeon said.
CERT also warned of the industry's need to meet new legislative demands. Dr Deirdre O'Keeffe, CERT's director of research and development, identified a "lack of focus, support structures and awareness" as the main factors impeding "the greening of Irish tourism".