Bord Fáilte Éireann was established in 1955 and tourism reached a high point in 2000. The Celtic tiger economy was healthy, visitor numbers had doubled in ten years to 6 million and employment in tourism had risen by 84% to 138,000 or 10% of the workforce. The old images of cottage Ireland were being replaced by one of a modern, green, people orientated, high quality European destination with the tag line, "Live a different life". Then the problems came. The sheep industry suffered problems in south Armagh, Cooley and Athleague and Osama bin Laden changed matters further on 11 September 2001. The figures for 2001 showed a 5% decrease but those involved in tourism on the ground saw that matters were much worse than that. The figure for United States coach tours fell by 25% in 2001 and may fall by as much as 40% this year. The American tourist spends an average of €806 per person compared to an average British spend of €356.