Tourism Ireland Aims to Transform Northern Ireland into a Global Tourism Powerhouse with £1.3 Billion Revenue Target by 2035: New Updates You Need To Know

Written By: Binoy Mehera

Binoy Mehera

A curious mind driven by a passion for storytelling, I find inspiration in uncovering hidden perspectives, exploring diverse experiences, and shaping ideas into narratives that leave an impact. With three years of experience in journalism and content creation, I have developed a strong instinct for identifying meaningful stories, blending research with creativity, and presenting information in a way that connects with readers. My storytelling journey is guided by a fascination for culture, travel, lifestyle, and the human experiences that define our world. I aim to create narratives that not only inform but also spark curiosity, evoke emotions, and offer audiences a deeper understanding of every story.

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January 17, 2025 1:06 AM

Image generated with Ai

Tourism Ireland has announced an ambitious and transformative marketing strategy for 2025, aiming to elevate Northern Ireland’s global tourism appeal and double overseas tourism revenue by 2035. The unveiling took place at a high-profile event in Belfast, attended by Economy Minister Conor Murphy and leading figures from Northern Ireland’s tourism sector.

The strategy targets an impressive +6.5% annual growth in international tourism revenue, with a milestone goal of generating £1.3 billion per year by 2035—twice the revenue achieved in 2023. This bold initiative promises to solidify Northern Ireland’s position as a premier global destination, offering rich cultural and natural experiences.

Fostering Growth Through High-Value Tourism
Tourism Ireland’s 2025 strategy centers on attracting high-value tourists who prioritize authentic and immersive experiences. The plan emphasizes promoting Northern Ireland’s unique blend of heritage, culture, and natural beauty while aligning with global trends in responsible and sustainable tourism. By targeting experience-driven travelers, the strategy aims to extend visitor stays and increase spending across the region.

Exciting New Initiatives for 2025
A key highlight of the 2025 plan is the introduction of “Slow Tourism Month,” an innovative campaign encouraging travelers to take their time exploring Northern Ireland. This initiative will spotlight curated travel experiences that showcase local communities, breathtaking landscapes, and eco-friendly transportation options. The campaign aims to inspire longer, more meaningful stays, fostering economic benefits while deepening connections between visitors and the region.

Building on the success of the celebrated “Fill Your Heart with Ireland” campaign, Tourism Ireland will also launch a major global advertising push across more than 13 international markets. The new campaign will feature familiar faces from the beloved series Derry Girls, leveraging the show’s international acclaim to highlight Northern Ireland’s charm and vibrancy as a must-visit destination.

A Sustainable Future for Tourism
Sustainability is at the core of Tourism Ireland’s strategy, with a strong commitment to environmentally conscious practices. The organization aims to position Northern Ireland as a leader in sustainable tourism, enhancing its appeal to eco-minded travelers and ensuring long-term benefits for the local economy and environment.

A Vision for the Future
Christopher Brooke, Chairman of Tourism Ireland, Minister Conor Murphy, and Alice Mansergh, Chief Executive of Tourism Ireland, expressed their enthusiasm for the plan, emphasizing its potential to transform Northern Ireland’s tourism industry.

With bold targets, creative campaigns, and a focus on sustainability, Tourism Ireland’s 2025 strategy represents a new era for Northern Ireland tourism, paving the way for exceptional growth and unforgettable travel experiences.

Speaking at the launch, Economy Minister Conor Murphy said: “I believe strongly in the importance and value of tourism as a driver for sustainable economic growth in communities across the north. I have just launched the Tourism Vision & Action Plan, developed by the industry, for the industry. Targeting increased growth from overseas visitors is vital to its success and Tourism Ireland’s marketing activity across key markets will be the key driver in attracting those visitors and contributing towards my goal for tourism expenditure from overnight visitors to exceed £2 billion by 2035.  

“Since taking up office, I have ensured that appropriate levels of funding have been restored to Tourism Ireland. The extent and aspirations of the plans outlined today are a direct consequence of this enhanced support, allowing Tourism Ireland to do more and to reach further in attracting key visitors here. 

“I very much welcome Tourism Ireland’s marketing plans and their work to ensure the north is showcased on the international stage and that this part of our island is a destination of choice for overseas visitors, who can bring value for communities, workers and businesses right across this region.”

Alice Mansergh, Chief Executive of Tourism Ireland, said: “Overseas tourism to Northern Ireland delivered £672 million in revenue in 2023 and, importantly, helped to support around 70,000 jobs across Northern Ireland. Over half of all visitor spend comes from those travelling to Northern Ireland from overseas. We’re ambitious to support growth for local Northern Ireland businesses, the economy and communities and are targeting growing overseas visitor spend in Northern Ireland to £1.3 billion by 2035.

“In any industry there are risks to mitigate and tourism is no different. This year, we will need to take account of the added step that the introduction of the UK’s Electronic Travel Authorisation (ETA) scheme will bring, as well as the passenger cap at Dublin Airport.

“However, there is also enormous potential ahead and we are ambitious for growth. In 2025, we will focus on increasing the value of overseas tourism, sustainably supporting economies, communities and the environment – and will do so by inspiring overseas visitors and strengthening strategic partnerships. 

“We will be launching a new campaign across 13+ overseas markets to win hearts, minds and trips. We will be collaborating with air and sea carrier partners to support demand for routes to Northern Ireland. With 80% of visitors researching and booking trips online, we will be sharing daily inspiration with our 7.5 million followers on social media and supporting 10 million deep research visits on our website, increasingly optimised for AI. 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 present a key opportunity, with promotional activity already under way. Festivals throughout Northern Ireland create additional moments to spotlight, as we win holidays from overseas visitors to grow the benefits of tourism across the year.”