Tourism authorities in Northern Ireland and the Republic are set to battle it out this summer for the attention of the domestic market as foreign visitors are all but absent due to new travel restrictions.
And it is a marketing drive that both parties hope will deliver long after the coronavirus pandemic.
When the Chancellor Rishi Sunak announced this week that VAT would be cut from 20% to 5% for the tourism trade in the UK until January 2021, there was a collective sign of relief in the trade here.
The tax cut meant that hoteliers, restaurateurs and pubs here could pass on reduced prices to entice customers back to spend, or use the cut to weather the hardships of lockdown. It also means a level playing field for tourism businesses here competing with the South where tourism VAT sits at 13.5%.
Howard Hastings, managing director of Hastings Hotels, described the move as "the perfect post-lockdown boost to the staycation industry".
He said the reduction "combined with plans to give people a 50% discount to eat out in August, could not have come at a better time for an industry that needed an injection of confidence".
But now in a very much expected turn of events, a new challenge has been forced upon those operating in the trade here - competition for our smaller, more local market - a market that is also being targeted by those in the South.
It is a competition that Tourism NI anticipated and one it is confident it can succeed at.
"We will be investing in attracting that market because the Republic is a very strong competitor, with perhaps five or six times the resources we have. We need to make sure to share our voice. They will be upping their investment and they too will be dependent on a domestic market so we will have to be competitive," said Tourism NI chief executive John McGrillen.
On June 30 Tourism NI launched its Recovery Marketing Campaign, a mix of televised, digital and print advertising. It will run for 16 weeks in the North and South.
But the fight will not be easy as rivals Failte Ireland continue with their own drive to encourage NI travellers into the South.
In February, it launched a €6m (£5.3m) domestic and Northern Ireland marketing campaign entitled 'Keep Discovering'.
While it did not comment on whether it would ramp up this activity further, it has said the campaign is one of the largest and most intensive marketing campaigns it has ever launched. The drive aims to deliver a financial boost of €96m (£86m) to the Irish economy over the next three years.
Chief executive of Failte Ireland Paul Kelly said: "Failte Ireland research tells us that half of all visitors coming from Northern Ireland stay along the border counties. By directing a significant part of the 'Keep Discovering' investment at growing our share of visitors from Northern Ireland we can bolster tourism in the border counties, which will be critical as the challenges posed by Brexit unfolds."
Mr McGrillen said that Northern Ireland's own campaign will celebrate the experience offered here. He added: "The Recovery Campaign takes account of the fact that it will take time for our tourism sector to fully reopen. Our consumer research has also informed the tactics we will use and when we will use them, to create the best prospects for immediate bookings."
He said that now is the time to target the southern market. "Our visitor numbers from Ireland had not been as high as they should be, they'd grown over the last three years because of the devaluation of sterling, which made us more competitive, but there is still some growth in that area and we will attract that through the delivery of new campaigns.
"In Ireland our marketing campaign will be about saying hello to more and creating awareness of the value for money opportunities here. There's a challenge with Ireland in selling what we have and that's the perception of distance. We need to work on that because the reality is Belfast is closer to Dublin than Cork or Kerry so another theme will be how a small step can lead to a great adventure."
Mr Hastings said his group of hotels will fully participate in the Eat Out to Help Out scheme by offering 50% reductions in meal prices during the week in August.
He said the latter, alongside new, lower accommodation rates will "be welcome news to people looking to book staycations who may not have considered the North previously."
The Northern Ireland Hotels Federation chief executive Janice Gault agrees the VAT cut now enables Northern Ireland to "compete on an all-island basis".
She said: "This is a real game changer for the industry and will increase our chances of survival. This will be the year of the staycation. Our job is to make sure it's so good that this pattern becomes the normal and is repeated for years to come."
Titanic Museum and the Guinness Storehouse
Titanic Belfast attracted around 0.8m according to NISRA lastest annual count. Cost: Family Ticket £46.50.
The Guinness Storehouse drew in 1.7m visitors last year. Cost: The temporary 'welcome back' offer sits at €15 (£13.41) (per adult, free for children).
The Giant's Causeway and the Cliffs of Moher
Giant's Causeway attracted 1m visitors last year. Cost: Free but access to the Visitor Centre with a tour is £32.50 per family.
Over 1.5m visitors flocked to the County Clare's Cliffs of Moher. Cost: €16 (for a family of four) which includes the Visitor's Centre but free access is also available from other points.