The body, set up after the Good Friday agreement and funded by the governments of Northern Ireland and Eire, has reappointed Weber Shandwick for a three-year contract to help promote the importance of the 'warm Irish welcome', cited as one of the country's most discerning features by tourists, according to WS Ireland joint MD Mary McCarthy.
'There are increasing amounts of non-native Irish people working in the hospitality industry in Ireland and we want to remind people of the part they have to play in tourism, which is the country's second-biggest industry,' she said.
The message will be promoted through a photo competition, asking people to submit pictures they think will attract tourists, as well as sponsorship of hospitality organisations' websites.
WS Ireland will also manage trade and corporate communications on the £100,000 account.
'We need to communicate what the tourist board is doing overseas for businesses in Ireland, which depend on tourism,' McCarthy added.
WS Ireland won the business after a four-way pitch.