“We have so much to offer American visitors right across the year” – that was the message from the NI Economy Minister Dr Caoimhe Archibald to leading American travel industry representatives attending a Tourism Ireland event in New York this week.
The Minister, on her first official engagement with Tourism Ireland in the United States since taking up her new role, spoke of her department’s vision to create a thriving, sustainable tourism industry for the future that will stand out in international markets, including in the all-important US market.
Minister Archibald said: “The United States is an extremely important market for tourism across the island. It’s a market which has a strong affinity with us, our values and ambitions. We know that American visitors typically stay longer, tour around our regions and spend more than visitors from other markets. And we believe that tourism from here has the potential to continue to grow in the years ahead.
“Tourism is one of our largest indigenous industries, supporting around 70,000 valuable and rewarding jobs right across the North, with the majority of those jobs located outside of Belfast. It’s an industry that sustains local communities and one that is key to ensuring a more regionally balanced economy.
“The American market will be key in helping achieve the goals set in our recently launched Tourism Vision and Action Plan, which includes a target that the economic value of our tourism expenditure from overnight visitors will exceed £2 billion by 2035.”
Meeting with key US tour operators, airlines and travel trade media, Minister Archibald outlined some of the many great reasons for US travellers to choose Northern Ireland for a holiday this year – from the stunning scenery of the Causeway Coast to world-class visitor attractions like Titanic Belfast and Game of Thrones Studio Tour. Festivals such as Derry Halloween and sporting occasions like The Open at Royal Portrush this summer were also highlighted as ‘must-visit’ reasons for US holidaymakers.
Speaking in New York, Alice Mansergh, Chief Executive of Tourism Ireland, said: “We’re delighted to welcome Minister Archibald to our event in New York and grateful to her for taking the time to meet with some of our key US travel trade partners. Tourism Ireland is targeting average growth of +6.5% in overseas tourism revenue for Northern Ireland each year to 2030 – growing revenue to around £1.3 billion per year by 2035 i.e., around double the revenue generated by overseas tourism in 2023 and making a significant contribution to the Minister’s overall goal.
“In 2025, we are showcasing iconic reasons to travel to Northern Ireland and the island of Ireland with a new campaign across multiple overseas markets, including the US, to win hearts, minds and trips. Working with broadcasters around the world, we look forward to TV shows featuring reasons to visit airing to key audiences. Sporting moments like The Open at Royal Portrush also present a key opportunity, with promotional activity already under way.
“It has never been easier to get to the island of Ireland from the United States with direct, non-stop flights operating from 21 different American gateways this summer, including from here in New York, from JFK and Newark. We look forward to welcoming our US visitors in 2025 and beyond.”
