Northern Ireland Showcases Its Tourism Strengths in Shanghai as Minister Highlights Vision for Sustainable Growth

Published on December 12, 2025

Northern Ireland advanced its global tourism outreach today as Economy Minister Dr Caoimhe Archibald met leading Chinese travel industry representatives and media in Shanghai, using a high-profile Tourism Ireland luncheon to spotlight the region’s evolving appeal for international visitors.

The engagement placed Northern Ireland directly before one of the world’s fastest-growing outbound travel markets. Speaking to influential tour operators, travel strategists and lifestyle journalists, the minister outlined a long-term vision for a tourism sector built on sustainability, authenticity and high-quality visitor experiences. She emphasised that the region is positioning itself not only as a distinctive European destination but also as a place capable of offering Chinese travellers an immersive, premium and culturally rich experience.

Dr Archibald described the accessibility and diversity that define a Northern Ireland journey. She noted that travellers arriving on the island can, within just a few hours, experience some of its most defining landscapes and urban highlights. That includes the dramatic basalt cliffs of the Causeway Coast, the energetic cultural streetscape of central Belfast, or the calm serenity of the region’s waterways, where boating and lakeside escapes offer a peaceful contrast to major global megacities.

The presentation underscored how Northern Ireland blends convenience with depth. Visitors can easily transition from world-famous natural scenery to heritage centres, artisanal food districts and contemporary cultural attractions, all without long travel times. This compact geography, she explained, gives Chinese tourists—who often prefer multi-stop, discovery-focused itineraries—more opportunities to explore widely even on shorter holidays.

The minister also drew attention to the standout experiences that continue to elevate the region’s reputation internationally. Attractions such as Titanic Belfast, celebrated for its award-winning immersive storytelling, and the Game of Thrones Studio Tour, which showcases cinematic craftsmanship and global pop-culture history, have become major magnets for long-haul visitors. These sites, she said, reflect Northern Ireland’s ability to blend narrative, innovation and heritage into experiences that resonate with modern travellers seeking meaningful, memorable journeys.

Dr Archibald highlighted that these iconic attractions are complemented by a growing collection of boutique and luxury accommodations, restored historic estates, world-class food destinations and a number of Michelin-starred restaurants. Together, they present a cohesive tourism offering rooted in quality and authenticity. Whether through traditional hospitality, contemporary design, or culinary excellence, Northern Ireland aims to deliver a standard of service that stands confidently alongside established European destinations.

Her address also reaffirmed the region’s commitment to sustainable tourism development. The goal is to ensure that increased visitor numbers enhance local communities, preserve natural landscapes, and protect cultural heritage. By developing tourism in a responsible way, Northern Ireland aims to offer experiences that remain vibrant and genuine for generations to come.

Engagements such as the Shanghai business luncheon are part of a broader strategy to deepen ties with the Chinese market. With rising interest among Chinese travellers in nature-driven trips, heritage exploration and gastronomic experiences, Northern Ireland’s tourism assets align closely with emerging travel trends. The minister’s message reinforced that the region stands ready to welcome Chinese visitors with a unique blend of scenic beauty, warm hospitality and world-leading attractions.

As Northern Ireland continues to strengthen its global presence, initiatives like today’s outreach in Shanghai serve as essential pillars in building a resilient, competitive and internationally recognised tourism sector—one positioned to thrive amid the evolving dynamics of global travel.

Minister Archibald said: “We offer something truly distinctive for Chinese visitors – from the spectacular Giant’s Causeway to the tranquil lakes of Fermanagh and the dramatic Mourne Mountains, providing experiences that are both beautiful and unforgettable. I’m delighted to be with Tourism Ireland here in China to showcase the very best of what we have to offer, which will help grow the value of tourism across the north.”

Iris Wang, Tourism Ireland’s Manager Asia, said: “I’m excited to welcome Minister Archibald to our business luncheon event in Shanghai and to introduce her to some of our travel trade and media partners on the ground here, who I work closely with to grow connections to the island of Ireland. Our Chinese visitors are keen to explore our spectacular scenery, including UNESCO World Heritage Sites like the Giant’s Causeway, discover our rich culture and heritage and experience our world-famous hospitality. Events like this provide an excellent platform to highlight the wealth of experiences on offer and ultimately to help to grow tourism business for the island of Ireland from China.”