Northern Ireland Strengthens Global Tourism Ties with Successful Industry Workshop, Get the Details Here

Published on November 21, 2025

Tourism Northern Ireland and the Inbound Tourism Operators Association Ireland recently ran their first joint networking workshop in Co Down which enabled local tourism providers to meet and build relationships with international tour operators for the first time. Hosted in the picturesque Slieve Donard hotel in Newcastle, the event was designed for local tourism businesses to meet ITOA members in a range of pre-arranged one-on-one business meetings. Over 100 local businesses were represented and pitched their offers to 60 visiting ITOA tour operators. This event was one of the first of its kind in Northern Ireland and contributed to raising the profile of the region as a tourism destination with in the global marketplace.

The partnerships established about the tourism business providers in Northern Ireland and ITOA members is a testimony to the intent and potential of these relationships for the future. This workshop is a showcase of the potential for network business, collaboration, and promotion of Northern Ireland to global export markets.

Connecting Local Tourism Providers with International Markets

The workshop provided a crucial opportunity for local tourism businesses to showcase their products and services to influential inbound tour operators. ITOA, which represents Ireland’s leading inbound tour operators, plays a pivotal role in promoting Irish tourism to international markets. In 2024, ITOA members facilitated travel for 699,000 overseas visitors to Ireland, generating over €640 million for the Irish economy. Through its collaboration with Tourism NI, ITOA is helping to expand Northern Ireland’s share of business from these global markets.

During the event, tourism providers from across Northern Ireland were able to present their offerings, ranging from accommodations and food experiences to guided tours and unique cultural experiences, to ITOA’s members. This direct engagement with leading industry experts is essential in building awareness of the high-quality products available in Northern Ireland and ensuring the region remains competitive within the international tourism industry.

Promoting Northern Ireland’s Unique Tourism Offerings

Ellvena Graham, Chair of Tourism Northern Ireland, emphasized the importance of such workshops in showcasing the region’s diverse tourism offerings. “We have a unique story to tell in Northern Ireland,” she said, “and a fantastic product portfolio that includes world-class attractions, accommodations, and food and drink offerings.” The event gave local businesses a valuable platform to demonstrate the range of experiences that Northern Ireland offers, from scenic landscapes like the Giant’s Causeway to the bustling cultural hubs of Belfast and Derry.

By bringing together international tour operators and local providers, the workshop highlighted the region’s strong potential to attract more inbound tourists. The event also served as a space for dialogue, where tourism businesses could receive feedback and insights on how to refine and improve their offerings based on the needs and expectations of international visitors. Such exchanges of knowledge are invaluable in ensuring that Northern Ireland’s tourism sector remains dynamic and responsive to global trends.

The Growing Role of Tourism in Northern Ireland’s Economy

Northern Ireland’s tourism sector continues to show impressive growth, and this workshop is part of broader efforts to strengthen the region’s appeal as a premier travel destination. According to recent data, the share of business from ITOA members for Northern Ireland increased from 9% to 10.3% in 2024. This growth is a testament to the hard work and dedication of the region’s tourism sector and the strong commitment of ITOA and its members to promoting Northern Ireland on the global stage.

Tourism is a key economic driver for Northern Ireland, contributing significantly to both local communities and the broader economy. In addition to generating revenue through visitor spending, the tourism industry supports a wide range of sectors, including hospitality, retail, transportation, and agriculture. The continued expansion of inbound tourism will be crucial to the region’s economic recovery and growth in the years to come.

Creating Long-Term Partnerships for Sustainable Tourism Growth

Alva Pearson Downey, Chief Executive of ITOA, highlighted the importance of the partnership between ITOA and Tourism NI in fostering long-term, mutually beneficial relationships. “Our continued collaboration in delivering these workshops ensures that Northern Ireland tourism businesses have direct access to ITOA members in a focused and productive setting,” Downey said. These interactions are essential for creating new opportunities and strengthening existing partnerships, ultimately leading to long-term, revenue-generating business for Northern Ireland.

By engaging directly with ITOA’s members, local tourism providers are not only gaining new business but also building relationships that will ensure sustained growth in the coming years. The ability to secure contracts and partnerships with established international tour operators is key to driving tourism growth and ensuring that Northern Ireland remains an attractive destination for global travelers.

FAM Trips: A Deeper Experience for Tour Operators

Following the networking workshop, ITOA members were invited to participate in a series of familiarization (FAM) trips to experience firsthand the tourism offerings across Northern Ireland. These post-event trips allow tour operators to explore the region’s attractions, accommodations, and cultural experiences in greater detail, equipping them with the knowledge they need to better sell the destination to their clients.

FAM trips are an essential part of the tourism industry, as they help tour operators gain a deeper understanding of a destination’s offerings, enabling them to create more tailored itineraries for their customers. By experiencing Northern Ireland’s attractions for themselves, these international tour operators are better positioned to promote the region effectively and ensure that their clients have memorable travel experiences.

The Impact of Tourism Workshops on Local Communities

Beyond the economic benefits, workshops like the one held in Co Down also have a positive impact on local communities. By highlighting the diverse offerings of smaller towns and rural areas, these events help to distribute the benefits of tourism more evenly across Northern Ireland. Many of the products and experiences showcased at the workshop come from local businesses and communities, which means that increased tourism revenue is directly benefiting the people who call Northern Ireland home.

Furthermore, these workshops help to enhance the visibility of lesser-known attractions, encouraging visitors to explore more of the country beyond the major tourist hotspots. This can help alleviate the pressures on more heavily visited areas and promote sustainable tourism practices that preserve the region’s natural beauty and cultural heritage.

Strengthening Northern Ireland’s Position in the Global Tourism Market

Tourism NI and ITOA’s workshop at Co Down gave local tourism providers the opportunity to connect and promote their products to international purchasers, while gaining new perspectives. With the focus on Co Down, these opportunities illustrate the importance of local collaboration and the increasing importance of Northern Ireland as a tourism destination.

As Northern Ireland develops into a more popular tourist destination, the establishment of such long-lasting international relationships from these partnerships will result in the creation of better tourist offers and experiences. With the close collaboration of local tourism enterprises, international partnerships and sustained with these new opportunities, Northern Ireland will continue to be a popular travel destination.