The Northern Ireland Tourism Alliance (NITA) – the voice of the tourism industry in Northern Ireland – has launched a new three-year strategy setting out a clear roadmap to support the sustainable growth and competitiveness of Northern Ireland’s tourism industry over the next three years.
The strategy was unveiled at NITA’s Annual Conference at Titanic Belfast, attended by more than 150 delegates from across the tourism and hospitality sector, alongside policymakers, public agencies and industry leaders.
Tourism is one of Northern Ireland’s most important economic sectors, driving growth, supporting local businesses and creating employment opportunities. The latest NISRA statistics show that last year there were an estimated 5.1 millionovernight trips to Northern Ireland with overnight visitors spending £1.2 billionan increase of 9% on the previous year.
The new strategy strengthens NITA’s role as the voice for tourism in Northern Ireland. It outlines a series of priority areas NITA will champion to help the sector thrive in an increasingly competitive and challenging environment.
NITA’s 2026-2029 strategy focuses on six key priority areas:
Connectivity
Competitiveness
Productivity
Regional Growth
Workforce and Skills
Sustainability
Launching the strategy, Brona Moffett, Interim Chief Executive of the Northern Ireland Tourism Alliance, said:
“Tourism is one of Northern Ireland’s most important indigenous industries. This strategy sets out how NITA will continue to champion the sector, ensuring that the voice and expertise of industry help shape policy, investment and decision-making over the next three years.”
NITA Chair, Joe O’Neill, said NITA is well established as a successful and respected united voice for the tourism industry.
“With tourism now firmly recognised as a major driver of economic growth, job creation and regional balance, NITA’s new three-year strategy sets out a clear roadmap to help the industry deliver future growth by representing and advocating on the many issues impacting businesses across the sector
The strategy has been developed in the context of Northern Ireland’s evolving tourism policy landscape, including the Department for the Economy’s Tourism Vision and Action Plan, the work of the Tourism Partnership Board and Tourism NI’s Corporate Plan.