Tourism Ireland is targeting to increase overseas tourism revenue for Northern Ireland by an average of 6.5% over the next 6 years up to 2030.
Alice Mansergh, Chief Executive Designate of Tourism Ireland, said: “2023 was the first full year of trading for tourism since the pandemic. Tourism Ireland was active throughout the year, with an extensive and targeted programme of activity marketing Northern Ireland around the world.
“In 2024, our aim is to increase the value of overseas tourism to Northern Ireland, sustainably supporting economies, communities and the environment. We will do so by inspiring overseas visitors and strengthening strategic partnerships. Our message is that Northern Ireland and the island of Ireland have so much to offer across regions and seasons. We will be showcasing iconic reasons to travel here, expanding people’s bucket lists from best-known spots to our hidden gems. It’s an exciting year ahead, particularly with Belfast 2024 providing Tourism Ireland with another great hook to promote Northern Ireland.
“Whilst there is positive trading post-Covid, we know the recovery in our industry is not evenly spread and tourism continues to face headwinds. Tourism Ireland will remain flexible and agile to face the changing environment of the future. We will work to mitigate any challenges as we shape demand to fill available capacity across the island and throughout the year. Through enhanced consumer targeting and messaging, we will win the hearts and minds of potential overseas visitors and grow the value of overseas tourism.
“Our strong partnership with Tourism NI and Fáilte Ireland is foundational, pairing product development with our overseas marketing and collaborating on key projects and activities like Home of Halloween, Business Events and sustainability certification.”
Earlier this month, Tourism Ireland set a target of increasing inbound tourism revenue to the island of Ireland, as a whole, by 5.6% year-on-year to 2030.
