Tourism Northern Ireland hosted a bespoke luxury tourism experience workshop in Belfast this week, designed to enhance offerings for the high-end market.
The aim of the event – at Regency House – which was led by luxury experts Fiona Herald and Gráinne O’Malley, was to provide tourism providers with practical tools, insights, and tailored feedback to help businesses develop, refine and market luxury experiences.
As luxury travellers seek unique, exclusive and meaningful experiences, Northern Ireland has an opportunity to capitalise on the growing demand.
The 10-year Tourism Vision and Action Plan, which was launched last year, has set a goal of increasing spend from overnight visitors to £2 billion 2035.
The development of the luxury tourism sector in Northern will play a key role in the achievement of that goal.
The workshop was tailored for experience operators who have business strategies that engage with the luxury market and that promote high value luxury offerings.
Topics covered during the workshop included understanding the needs and expectations of the luxury market, experience design, pricing, storytelling and understanding understanding routes to market and the rules of engagement.
In addition, guest speaker Mark Rodgers, from Landmark Luxury, shared his first-hand insights into servicing the luxury segment, what his guests value most and how collaborative partnerships are fundamental to success.
The businesses that took part in the workshop included Crumlin Road Gaol Visitor Attraction & Conference Centre, Tracey’s Farmhouse Kitchen, Wild & Fired by Lo & Slo, The Emigrant’s Walk & Gorta at Friels Hospitality & Heritage Venue, Taste & Tour, Crindle Bespoke and NI Silver.
Maria McAlister, Interim Experience Brand Development Manager at Tourism NI, said: “Northern Ireland is actively positioning itself to capitalise on the growing luxury market and the increasing demand for unique experiences that offer both exclusivity and genuine connection.
“These values align closely with our destination brand, Embrace a Giant Spirit. This workshop provided a valuable opportunity for eight luxury experience providers to elevate their personalised, high value offers through expert guidance and peer collaboration.
“By working closely with luxury accommodation and dining partners, Northern Ireland can further position itself as a leading destination for meaningful, high-value travel.”
