A sum of £12m is being pumped into an overseas campaign to promote Northern Ireland as a holiday destination.

The Tourism Ireland campaign is being rolled out in Britain, America, mainland Europe and Australia. It will feature the attractions offered by more rural areas as well as city breaks.

Festivals and events such as Belfast Festival at Queen’s, the Banks of the Foyle Halloween Carnival in Londonderry and the MTV Europe Music Awards in Belfast will be highlighted in TV, radio and online advertising.

Following the high-profile success of Northern Ireland’s golfers over the past 18 months the country will be marketed worldwide as The Home of Golf to showcase its facilities.

Tourism minister Arlene Foster said: “An intensive programme of activity is under way in Great Britain, which is our largest and most important tourism market. The autumn television campaign will reach up to 18.5 million potential holidaymakers, while over 16 million people will hear radio advertisements.

“With the completion of the Giant’s Causeway visitors’ centre, and the countdown to NI 2012 and the centenary of Titanic well under way, there has never been a better time for tourists to visit Northern Ireland.”

Tourism Ireland chief executive Niall Gibbons said: “In association with our industry colleagues we have enticing autumn/winter packages to offer consumers, developed around festivals and themes such as food, music, literature and the arts.”