Article on behalf of Eimear Callaghan, Tourism Northern Ireland
Quite simply, creating things to do and see is the starting point of any tourism development. When recalling a memorable holiday, it’s very often the moments of delight and surprise that will be the highlight of the experience. More than ever now, people are seeking authentic and immersive tourism experiences that connect with the local culture, place and people.
Recent statistics from Get Your Guide’s 2024 Travel Experience Trend Tracker show that 98% of holidaymakers rate experiences as very or extremely important when considering where to go. 70% of visitors reported higher satisfaction when participating in immersive experiences, leading to a 30% increase in repeat visits to destinations and activities are the top reason holidaymakers would extend their stay.
Embrace a Giant Spirit
In 2019, Tourism NI launched their experience brand Northern Ireland Embrace a Giant Spirit, a collective identity for the tourism industry and promise to visitors of unique, authentic tourism experiences which allow them to participate and get to the heart of the destination. The brand is designed to deliver a sustainable growth in visitors, establish Northern Ireland as an internationally compelling destination and encourage longer stays and spend locally.
The brand is based upon the essence of the visitor experience for those who visit Northern Ireland – the giant spirit of the people, authentic local experiences and the magnificence of the landscapes. Our giant promise, Northern Ireland Embrace a Giant Spirit means two things: sharing the giant spirit of Northern Ireland and awakening the giant spirit in our visitors.
Established tourism experience businesses have the opportunity to participate in Tourism NI’s Embrace a Giant Spirit Experience Portfolio; a continuous learning and development opportunity for established tourism experience businesses, aimed to increase the profitability, visitor appeal and commercialisation of our tourism experience industry.
Through participation, businesses can access enhanced learning and development opportunities structured around areas of scalability, growth, key market identification, marketing skills, commercial skills and travel trade readiness. They can also avail of networking opportunities, enhanced communication and product knowledge building opportunities.
Currently, 97 experience operators across the NI are engaged with the programme, of which 87% are micro, small or medium sized businesses and 68% are based outside of Belfast.
Food and Drink Tourism
Food and drink are an important element of the overall tourism experience. Visitors are keen to seek out and enjoy local specialties that are unique to Northern Ireland. They are also becoming more discerning, interested in the origins of ingredients and produce, as well as the journey they take to reach their plates.
The promotion of local food and drink has the potential to raise visitor satisfaction and help us deliver on our promise that Northern Ireland is a world-class destination. Recent trends indicate that food and drink are increasingly becoming key motivators for travellers when choosing destinations. People are spending more time and money on unique food and drink experiences. Visitors to Northern Ireland are spending £1.2 billion annually, with food and drink accounting for approximately 35% of total visitor spend, approximately £420 million.
One recent initiative is the NI Spirits Trail & Distillery Trail Passport, which we launched in 2023. This passport includes 13 unique visitor experiences, allowing visitors to collect stamps as they explore the breadth and quality of our spirit-led experiences. Notably, 80% of these experiences are located outside of Belfast, supporting rural jobs and appealing to visitors across the country.
As part of our ambition to position Northern Ireland as a leading food and drink destination, Tourism NI developed the Embrace a Giant Taste Programme. This initiative aims to support providers in crafting world-class food and drink experiences that will persuade both domestic and global customers to visit, stay, and return to Northern Ireland.
In line with our Embrace a Giant Spirit brand, we will continue to work closely with our industry to deliver memorable and compelling experiences that celebrate the people, produce, and place that make Northern Ireland unique food and drink destination.