Ellvena Graham: Underlying trend in Northern Ireland’s tourism sector is of dynamic growth via IrishTimesBiz
Historically, Northern Ireland residents have been much more willing to travel south. Undoubtedly, decades of civil unrest were a major factor, and a lack of investment in tourism infrastructure north of the border resulted in the Republic being a more appealing proposition as a holiday or short break location.
With the very odd exception, Northern Ireland’s hotels and visitor attractions did no marketing in the Republic at all, and so were effectively invisible to consumers there With the very odd exception, Northern Ireland’s hotels and visitor attractions did no marketing in the Republic at all, and so were effectively invisible to consumers there. Since 2016, Tourism NI, working closely with the local industry in Northern Ireland, has embarked on a highly focused marketing strategy aimed at changing the perception of Northern Ireland by consumers in the Republic, targeting those people most open to persuasion to travel North.
Tourism NI’s latest consumer sentiment research indicates that around half of residents in the Republic who took a holiday or short break in Northern Ireland in 2022 were first time leisure visitors. The most recent statistics for 2022, a year which has seen a return to something close to normality post Covid, were recently released by the Central Statistics Office.
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