Minister Dodds endorses new drive for Indian visitors

The Indian market offers significant new business potential for tourism enterprises in Northern Ireland. That was the message from Tourism Minister Nigel Dodds when he met with Indian tour operators at Tourism Ireland’s offices in Mumbai, India, today.

The Minister spoke to top Indian travel trade and media representatives in Mumbai about the attraction of Northern Ireland as a holiday destination. The Minister is in India as part of a trade and investment mission.

Mr Dodds took the opportunity to meet with key influencers from the world of travel and tourism as part of Tourism Ireland’s new drive to attract more high-spending Indian visitors to Northern Ireland.

The Minister said: “To date Northern Ireland has attracted encouraging growth in visitor numbers and revenue from core markets such as Great Britain, mainland Europe and North America and we have now set ambitious targets to ensure this trend continues. However, if Northern Ireland is to realise its true potential and secure ongoing success, the tourism industry must expand its focus beyond traditional core markets and look to the opportunities presented by new and developing markets, such as India.”

According to a recent review of new and developing markets published recently by Tourism Ireland new visitor opportunities from India could be created in the years ahead.

Mr Dodds continued: “The Indian economy is booming and currently over eight million Indians holiday overseas each year; this figure is expected to rise to over 50 million by 2020, according to the World Tourism Organisation. London is, already, one of the most popular destinations and it makes sense for Tourism Ireland to target those Indian visitors who travel to other areas of the UK or to Europe, to encourage them to visit Northern Ireland as part of their trip.”

Tourism Ireland established an office in Mumbai four years ago and its initial focus was on building relationships with intermediaries such as the travel trade and media in the market.

The Minister’s visit has now helped to spearhead a new drive to target India’s high-spending travel consumers. A comprehensive consumer marketing programme is underway. This includes advertising in national, regional and financial newspapers, in leading lifestyle and business magazines, and online on selected websites. The Giant’s Causeway and Belfast are among the images chosen for the new advertising campaign which highlights the beautiful scenery, world class golf, rich and diverse history and culture, as well as our vibrant cities and nightlife.

An extensive publicity programme is also in place, as well as an increased focus on attracting major Bollywood films to Northern Ireland.

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