Northern Ireland’s ‘notions’ as a must-see destination for overseas visitors are richly deserved
As someone who grew up in the foothills of the Mourne Mountains, I have never needed convincing of the appeal of Northern Ireland as a world-class visitor destination. Even now, my daily dog walks take me to places that would-be visitors, far from these shores, save on their social media inspiration lists.We know from our consumer research that scenery is a primary factor for overseas visitors when considering a holiday in Northern Ireland – and who could blame them? We have stunning natural landscapes, from the Causeway Coastal Route to tranquil lakelands and amazing cliff walks. But while it may be the spectacular scenery that attracts visitors to our shores, it is the people that make it a truly special destination.A bicycle by a gate, with the Mourne Mountains as the backdrop The hotel and hospitality sector plays a key role in delivering a visitor experience that goes beyond expectations but is also seen as value for money - no easy task in the current economic climate. Our latest sentiment research tells us that 45% of potential overseas visitors expect to find good value for money when visiting Northern Ireland – and what is most revealing is that this increases to 61% for previous visitors.The quality of the experience offered to overseas visitors - from our excellent hotel and accommodation sector to our hospitality venues and unique visitor attractions - contributes significantly to the strength of Northern Ireland’s tourism proposition. This is an area of focus in our new global advertising campaign - ‘Ireland Goes Beyond’ - and part of our ‘Elevate Brand Ireland’ strategy, showcasing why holidays in Northern Ireland and on the island of Ireland are ‘worth it’.The beach in Newcastle, with the majestic Mournes in the background (© Chris Hill Photographic) There has been a tenfold increase in interest in visiting Northern Ireland from overseas since 2002 and growth of 100% in visitor spend from 2010 to 2025, with six out of 10 pounds coming into the Northern Ireland economy through tourism coming from overseas visitors. In line with economy minister Dr Caoimhe Archibald’s ‘Tourism Vision and Action Plan’, our ambition is to double annual overseas revenue again - to £1.3 billion - by 2035. The people who work in this sector, some 70,000, are passionate about where they live and enthusiastic about sharing that love with others.To secure its share of a fiercely competitive global tourism market, Northern Ireland must continue to showcase what makes it unique – offering experiences that speak to our people and our place and creating genuine connections that encourage visitors to return.Helen McGorman, Tourism Ireland’s head of stakeholder engagement (Northern Ireland) Together with our tourism partners, we will continue to work to deliver on our ambition for Northern Ireland to go beyond its tourism potential, securing long‑term, sustainable growth for our industry and for the communities who make this place so special.Helen McGorman is Tourism Ireland’s head of stakeholder engagement (Northern Ireland).Helen will be among the speakers at The Business Outlook Seminar, organised by the NI Hotels Federation (NIHF) on Tuesday April 28 at Clandeboye Lodge Hotel (9.15am to 2pm). To book, visit www.nihf.co.uk.
