Tourism Ireland chief Niall Gibbons has voiced “"extremely serious" concerns over the impact of coronavirus on the country’s £1.7bn tourist economy.
Mr Gibbons has said that potential visitors are already cancelling trips and there are worries that more may follow.
The potentially deadly virus is now confirmed on both sides of the border.
"The coronavirus story has moved from its first chapter, which happened in China, into its second chapter now and our concern has moved from very serious to extremely serious," he said.
"What has happened over the past week is of a much more serious nature.
"European visitors to the island of Ireland spend about €2bn (£1.7bn), it is a large part of our income,” he told the BBC’s Sunday Politics programme.
He added that it was important for authorities on both sides of the border to work together.
"Sixty-six per cent of European visitors to Northern Ireland come via the Republic of Ireland, so working together has never been more important," he said.
"We are seeing no-shows, we are seeing cancellations over the past week."
Mr Gibbons described tourism across the country as a “strong product" and said it would "bounce back".
