The state-backed tourism marketing body expects that within four years 75% of inbound tourists will book at least one element of their holiday in Ireland over the internet.

Mark Henry, director of central marketing with Tourism Ireland, said the figures are much higher than the equivalent statistics for other European countries.

"About 15% of European travel is booked online, " he said. The Irish numbers are disproportionately high because of the high volume of inbound tourists who fly into Ireland and book their flights on the internet. In continental Europe, by contrast, tourists often have the option of travelling by car or rail and are thus less likely to use the web to plan or book their trips.

"The Irish tourism industry really has to be at the forefront of e-travel if we are to win business, " Henry said.

To that end Tourism Ireland is holding a seminar this Thursday on "emarketing" to discuss how emerging trends in online travel and accommodation booking will affect the industry in Ireland and what Irish businesses can take advantage of them.