By Eimear Callaghan, Head of Experience & Industry Development at Tourism NI
Tourism Northern Ireland has kickstarted 2026 by continuing our work to support the incredible tourism industry in the region and sell Northern Ireland to a global audience.
Tourism is experiencing year-on-year growth, with the first nine months of 2025 delivering 3.9 million overnight visitors and £918 million expenditure into Northern Ireland.
Under the leadership of CEO Laura McCorry, Tourism NI remains committed to working in collaboration and partnership with the region’s tourism sector in a bid to boost it even further this year.
Amid the positive outlook seen across the industry, Tourism NI has already unveiled a dedicated programme of support, designed to help the tourism sector supercharge their offering.
Just recently, we launched our Spring marketing campaign, which is encouraging prospective visitors to embark on a giant adventure in Northern Ireland by taking a short break or day out. The campaign will reach approximately 77% of adults across the island of Ireland, generating over 100 million opportunities to see or hear the activity.
The industry received a further boost when we launched another campaign – this time aimed at showcasing Co Fermanagh, which is now part of the Ireland’s Hidden Heartlands brand.
A new licensing agreement between Tourism NI and Fáilte Ireland enables eligible tourism businesses in the county to use the brand and its assets and be featured in Tourism NI marketing campaigns.
The campaign, which is focused on promoting the county as a destination where giant adventures flow, is inspiring visitors to take a short break to enjoy stunning lakes, ancient landscapes, quality accommodation, and giant tastes.
On completion, the campaign will have delivered almost 27 million opportunities to see or hear the activity, reaching 58% of all adults across the island of Ireland. A total of 45 local businesses have already engaged with the brand and contributed high quality offers to underpin the campaign. Tourism NI has also designed a toolkit for Fermanagh tourism businesses to support them in utilising the brand.
Elsewhere, Tourism NI’s Spring business support programme is also well underway. Tourism providers have been busy attending a host of online and in-person across the region which are focusing on supporting the industry grow and thrive.
Several events which have already taken place include an AI webinar series, a marketing masterclass and Luxury Tourism Experience Workshop, which explored how tourism businesses can enhance their high-end market offerings.
Indeed, our support for industry is continuing with a series of Innovate Tourism Regional Roadshows, which are combining Innovation with Business Clinics.
These provide the local industry with the opportunity to have direct one-to-one appointments with Tourism NI teams to get advice and support in areas including marketing, events, e-learning and getting their accommodation offerings certified and graded. So far, more than 110 appointments have taken place at the Tourism NI Business Clinics in Fivemiletown, Belfast and Newry.
Over the past year, Tourism NI has delivered 20 industry support events, which have been attended by more than 2,300 people. Our e-learning platform – MyTourismNI – continues to go from strength to strength as it presents our tourism businesses with the opportunity to avail of a series of modules to elevate their business and make a lasting impression.
From tailored training materials and practical resources to actionable tips for engagement, we have more than 500 learners so far who have achieved 1,000 badges, which is great news for the future of the sector.
And we ourselves continue to explore new ways to support the industry and give visitors more reasons to visit here.
These include the launch of the region’s first Signature Walk at Downhill Demense, near Coleraine and the launch of our new podcast series ‘Postcards from Northern Ireland’.
Presented by broadcaster Ralph McLean, the podcast is aimed at inspiring people to rediscover Northern Ireland with a host of famous guests sharing their happiest travel memories, instilled passion for local adventure.
Looking ahead, our annual flagship event `Meet the Buyer; will take place at ICC Belfast. The workshop will give more than 200 local tourism industry the chance to pitch their products and experiences to 180 international buyers – responsible for future itineraries and programmes – from Northern Ireland’s key markets.
And there is much to celebrate in the coming months with preparations for Fleadh Cheoil na hÉireann – the world’s biggest celebration of Irish music and culture – in August.
The week-long event promises to be a momentous occasion for the city, with around 700,000 visitors from around the world expected. Indeed, the anticipated attendance and extensive fringe events mean the benefits will be felt across the region. The event presents us with yet another opportunity for our world-class visitor product to shine.
Our tourism industry continues to display incredible resilience, determination and innovation and Tourism NI remains committed to continue to work closely with them, providing support through programmes and initiatives to help grow and sustain their business.