2.31 million overseas visitors and £623 million overseas tourism revenue are targets for 2018 ~
County Downxa0can brace itself for a busier year with foreign tourists next year as the Tourism Ireland plans roll out.
Tourism Ireland today launched details of its marketing plans to promote Northern Ireland overseas in 2018, at an event attended by tourism industry leaders from around Northern Ireland.
2017 is set to be another record year for overseas tourism to Northern Ireland; by year end, somexa02.26 million people will have visited Northern Ireland (+6% on 2016), spending £586 million (+8%).xa0In 2018, Tourism Ireland aims to build on this year’s performance – growing overseas tourism revenue to £623 million (+6%), driven by more than 2.3 million overseas visitors.
Newry Mourne and Down District Council already has plans unfolding to make its Council area the leading sporting capital of Ireland for niche sports such as montain biking and hill walking along with many other activities along with being a premier tourism destination in Ireland, but these will not kick in probably until the strategy is completely finalised in a couple of years from now.
Building on this year’s success and sustaining growth into the future is at the heart of Tourism Ireland’s strategy for the coming year.xa0In 2018, Tourism Ireland will continue to promote major Northern Ireland themes and attractions around the world – including the Causeway Coastal Route, Titanic Belfast, the Giant’s Causeway and our National Trust properties. The organisation will highlight our world-class golf, in particular leveraging the prestigious 148thxa0Open at Royal Portrush in 2019.Screen tourism will remain a priority, as we continue to capitalise on our connection withxa0Game of Thronesxa0and build on the success of Tourism Ireland’s award-winning ‘Doors of Thrones’ and GoT Tapestry campaigns. Tourism Ireland will also capitalise on the 300thxa0anniversary of the 1718 Ulster Scots migration to the United States.
2017 performance
Latest estimates indicate that, by year end,xa0almostxa02.26 million people will have visited Northern Ireland, representing a +6% increase over 2016. Revenue generated by international visitors is expected to be £586 million, an +8% increase over last year.
“2017 is set to be another record year for overseas tourism to Northern Ireland,”xa0said Niall Gibbons, CEO of Tourism Ireland.xa0“Throughout the year, Tourism Ireland undertook a packed programme of promotions, to bring Northern Ireland to the attention of travellers everywhere. Thousands ofopportunities were created for potential visitors around the world to read, hear or watch positive messages about Northern Ireland; Tourism Ireland estimates that this media exposure is worth an estimated £100 million in equivalent advertising value.”
xa02018
In 2018, Tourism Ireland aims to grow overseas tourism revenue by +6%,xa0to £623 millionxa0for the Northern Ireland economy, driven by over 2.3 million overseas visitors.
“We are heading into 2018 in a position of some strength, based on the success of 2017. Our aim is to position Northern Ireland as a year-round, ‘must visit’ destination and to ensure that the contribution of overseas tourism to the local economy continues to expand,”xa0said Niall Gibbons, CEO of Tourism Ireland.
xa0“We will implement the actions arising from our comprehensive reviews of the US and German markets.xa0We will position Northern Ireland as a great staycation option in the GB market, highlighting thexa0value for money. And, of course, screen tourism will remain a priority, as we continuexa0to highlight Northern Ireland through the exciting events of Game of Thrones on the global stage.xa0We are committed to ensuring thatxa0Northern Ireland continues to increase its share of the global travel business.”
Tourism Ireland will showcase Northern Ireland as a compelling ‘staycation’ option in GB, with easy access and lots to see, do and experience.xa0The organisation will emphasise that a £ is a £ in Northern Ireland by focusing on a value message and integrating strong price-led offers.
In 2018, Tourism Ireland will continue to work with Tourism NI, tour operators, air and sea carriers, regional airports and sea ports, to promote Northern Ireland right throughout the year. The organisation will provide thousands of promotional engagements for Northern Ireland tourism enterprises and trade partners overseas – to help them do business overseas and facilitate them to ‘close the sale’, particularly in the digital space.
