Tourism NI and industry partners have published a new Republic of Ireland Market Strategy to chart a growth plan for Northern Ireland’s closest out of state tourism market, with a revenue target of £193m (US$254.5m), 10% of the value of all trips made by Republic of Ireland residents on the island, by 2026.
The Market Strategy Taskforce, an independent and industry led group, was chaired by Judith Owens, chief executive of Titanic Belfast. The Strategy highlights the increasing importance of the Republic of Ireland market, the positive impact of the new tourism brand Northern Ireland – Embrace a Giant Spirit and the ongoing challenges facing the industry as it emerges from the Covid pandemic.
Key themes of the strategy are reliance on a collective effort, ensuring the industry is better equipped to market and win business, as well as producing compelling communications that build knowledge of what Northern Ireland has to offer. Added to that will be improving the purchasing process to enable short breaks in Northern to be more readily accessed and booked.
Republic of Ireland resident overnight trips showed record growth between 2016 and 2019 with a 66% increase in volume and an 103% increase in spend. The tourism industry was set to benefit further following the phenomenal success of golf’s The Open at Royal Portrush in 2019.
Commenting on the new Strategy Judith Owens said: “Our work in recent years provides us with a strengthened base from which to target the Republic of Ireland (RoI) visitor… As we emerge from travel restrictions and consumers remain tentative about overseas travel, now is a once in a generation opportunity to introduce all that Northern Ireland has to offer to the RoI consumer.”
Economy minister Gordon Lyons commended the work of the Market Strategy Taskforce and commented: “Northern Ireland’s tourism offer has been building momentum within the Republic of Ireland market over recent years, underpinned by public and private sector investment in a superb range of attractions, visitor experiences and accommodation and backed up by a modern and effective destination brand which has significantly increased visibility. The newly published Republic of Ireland Market Strategy is an important tool to help build on recent success, plan for the future and drive even greater performance in the years ahead”.
Naomi Waite, Tourism NI Director of Marketing added: “Having conducted a complete review, we have developed a new, comprehensive segmentation of the market which will allow complete packages and connected experiences to be developed”.
“We believe there is a latent readiness with visitors in the Republic to visit and spend and that with the correct ambition, vision, resources, co-operation and momentum our industry will thrive again in the years ahead. This plan gives us the starting point, the direction and the focus to succeed”.
To view the Republic of Ireland Market Strategy 2021-2026 in full visit: Republic of Ireland (ROI) Market Review | Tourism NI
