Tourism NI has tapped into one of this year’s biggest travel trends by analysing 50,000 social media posts to highlight the ‘vibe’ of Northern Ireland, according to Instagram users.
‘Fun’ and ‘stunning’ topped the vibe checks for the region, as people marvel at the jaw-dropping beauty of the place and the wicked sense of humour of those who live there.
Vibe checks are expected to be one of the main drivers influencing travel choice in 2024. They describe the spirit and intangible qualities of a destination for those seeking to book their next trip.
According to an Expedia report, 90% of global travellers say ‘the vibe’ of a hotel is important to them. In 2023, the term ‘vibe’ appeared over 20,000 times in Hotels.com reviews — an increase of 1,100% when compared with 2022.
Tourism NI also drilled further into the data to reveal the top vibe check-ins for Instagrammable locations across Northern Ireland with words such as nature, foodie, adventure, picturesque and relaxing all featuring prominently.
Belfast Vibes
- It’s often said that in Belfast ‘the craic is 90’. Its people are renowned for their giant spirit and friendly nature, so it should come as no surprise that ‘fun’ and ‘lively’ vibes were mentioned most in social posts about the city. National Geographic agrees, naming it on the ‘Cool List’ for 2024. Visitors seeking a lively vibe should definitely check out Belfast’s Cathedral Quarter with the majority of social posts referencing the cobblestoned streets that are home to the city’s trendiest bars including the Thirsty Goat and the Jailhouse. The uber-cool Bullitt Hotel is a fantastic base to eat, drink and play, while Bib Gourmand Waterman House is the perfect indulgent experience and Common Market is home to some of the best street food in the city.
Antrim Vibes
- Overall, Antrim is giving ‘nature’ and ‘self-care’ vibes. The Causeway Coast’s most prominent vibe was ‘picturesque’ thanks to its numerous beaches, coastal walks, quaint villages and the Giant’s Causeway. Additionally, ‘foodie’ was used frequently to describe this region with its selection of great places to eat and drink such as the Ramore Restaurants in Portrush and Ursa Minor Bakehouse in Ballycastle. Perched on the edge of the beach in Portballintrae, the Bayview Hotel is a haven of self-care and relaxation while the luxury eco-Salthouse Hotel in Ballycastle offers a soothing spa, laid-back bar and restaurant in its own private grounds.
Derry Vibes
- ‘Happy’ and ‘fun’ vibes have been used most to describe Derry. There is always great craic to experience in this city! Like a trip to the Derry Girls Experience in the Tower Museum where you can read Erin’s diary or step into the original set for the Quinn’s family home. Merrily stroll across the Peace Bridge or stay in the fabulous Bishops Gate and Ebrington hotels. The Walled City has a vibrant ‘foodie’ scene with Pyke ‘N’ Pommes, Timberquay and Blackbird all serving exceptional local produce. Indulge in a perfect pint and the craic, with live music at Peadar’s, Brickwork or the Walled City Brewery.
Fermanagh Vibes
- County Fermanagh is described as having ‘relaxing’ vibes and with a third of the county covered by lakes and waterways, it’s not hard to see why. Fermanagh is a paradise for boating, canoeing, and kayaking activities. For less experienced skippers, Erne Boat Hire’s ‘wee red boats’ are a great way to see Lough Erne. Work up an appetite with visits to the Marble Arch Caves or the Cuilcagh Boardwalk Trail before enjoying the best of the island town’s food and drink on the Enniskillen Taste Experience. When back on dry land, a visit to Boatyard Distillery is a satisfying way to spend an afternoon and for further relaxation, we recommend stays at Killyhevlin Lakeside Hotel & Lodges or Manor House Country Hotel.
Down Vibes
- It’s no surprise that the Mourne Mountains were described as giving ‘stunning’ and ‘adventure’ vibes. The area was awarded UNESCO Geopark status for good reason. With the majestic peaks of the mountain range, you will see picture perfect landscapes all around you. Silent Valley Mountain Park is a scenic parkland with a large lake and a dam where you can truly immerse in nature. The newly refurbished Slieve Donard Hotel is the perfect base to explore from, while restaurants such as Brunel’s in Newcastle and The Bucks Head in Dundrum celebrate the region on their plates by championing local produce. Why not get active by climbing to the top of Slieve Donard or feel the wind in your face by embracing electric cycling with the Mourne Trails & Ales Tour.
Fiona Cunningham, Tourism NI’s ROI Market Manager said, “Being able to tap into the huge volume of user-generated social posts to share what people really think and feel when they visit Northern Ireland has been really insightful. The ‘vibe check-in’ travel trend is a fun way to explore what new experiences might fulfil the vibe you are craving for your short breaks in 2024. We’re lucky in Northern Ireland that there is a huge diversity of experiences, from relaxing boat tours in Fermanagh to unique adventures in County Down for the thrill-seekers. Our Giant Spirit Experience Collection really highlights a full range of activities to enjoy.
“We know more and more visitors from the Republic of Ireland are taking trips to Northern Ireland, some for the very first time. The ‘vibe check’ data shows that there are so many different styles of trips to be explored, giving visitors many reasons to come here and return in the future. It is also a destination right on the doorstep and only a short drive from Dublin. People are often surprised at how many different adventures are all located within such close proximity. With great value for money too, now is really the perfect time to visit Northern Ireland.”
