Tourism Northern Ireland has hosted the first in a new series of regional roadshows in Fivemiletown.
Aimed at supporting the industry strengthen their business offering to visitors in 2026, the roadshow, which took place at The Valley Hotel, was attended by tourism providers keen to refresh their visitor experience, increase visitor value or yield, and strengthen sustainability and resilience.
From new ventures to well-established operations, the roadshow was open to businesses at all stages.
During the event, those gathered also had the opportunity to take part in an Innovate Tourism 2026 `From Moments That Matter to Visitor Value’ workshop.
Led by Jacqueline McCann, Founder of Roll Innovation, the ideation workshop was designed for businesses who want to refresh or enhance their visitor experience but may be unsure where to focus.
The workshop encouraged businesses to step back from day-to-day operations and explore practical ways to improve both the visitor journey and behind-the-scenes delivery, with a clear focus on creating additional value for visitors.
Businesses were also encouraged to draw inspiration from the recently launched Ireland’s Hidden Heartlands brand, using it as a tool for ideation and future planning.
Alongside the workshop, attendees also had the opportunity to take part in a Business Clinic where they could participate in one-to-one appointments with Tourism NI teams from E-Learning, Marketing, Onboarding, Regional Development, Business Solutions, Quality & Standards, Experience Development and Events.
Attendees also had the chance to learn more about listing their business on DiscoverNorthernIreland.com and set up a MyTourismNI e-learning account.
The clinic provided tourism providers with direct access to expert guidance to help them shape and strengthen their future plans.
Three further regional roadshows will take place at the Stormont Hotel in Belfast on Wednesday, February 11, at the Canal Court Hotel in Newry on Tuesday, March 3 and at the Ebrington Hotel in Derry on Thursday, March 19.
Further information is available at Innovate Tourism Roadshows
Carolyn Boyd, Industry Development Manager at Tourism NI, said: “We are delighted for the opportunity to support innovation in tourism.
“Our industry is continually proving to be the most creative and inspirational sector. The high level of engagement at our clinic gave Tourism NI the opportunity to meet with industry at the very start of 2026 and help them seize all the opportunities open to them.”