Foster seeks views on way forward for tourism

Tourism Minister Arlene Foster is seeking views on future plans to grow Northern Ireland tourism up to 2020.

The Minister launched the public consultation on the 'Draft Tourism Strategy for Northern Ireland to 2020' in Belfast today.

Last year, the Department of Enterprise, Trade and Investment (DETI) and the Northern Ireland Tourist Board (NITB) established a Strategy Development Steering Group to oversee the development of the new vision for tourism in Northern Ireland. The aim was to provide a clear and inspiring vision for the development of Northern Ireland’s tourism experience through to the year 2020 and an action plan to deliver it.

The Minister commented: "Tourism is a key driver of our economy. It supports over 40,000 jobs, brings new facilities to our towns and cities, creates opportunities in rural areas and is a source of pride for the people of Northern Ireland.

“The draft strategy is ambitious in its aim to double the income earned from tourism by 2020. This will be achieved by increasing visitors from 3.2 million to 4.5 million by 2020 and by increasing earnings from tourism from £536million to £1billion by 2020.

“These stretching targets can only be realised if we focus on making it easier for visitors to spend money, increase quality at every level and widen the range of opportunities available.”

Arlene Foster concluded: "The Executive is fully committed to the success of tourism, but tourism is everyone’s business and we need a common approach that involves other government departments, local authorities and the private sector. I want to ensure that the proposals are appropriate for Northern Ireland and I therefore encourage all stakeholders to consider the consultation and contribute to developing Northern Ireland’s future tourism policy.”

The Department of Enterprise, Trade and Investment is seeking responses to the consultation on both proposals by 20 May 2010. The consultation is available online or a hard copy can be requested by contacting DETI Tourism Policy Branch on tel: 028 9052 9524.

Notes to editors:

1. The draft strategy builds upon the valuable contribution made by the previous Tourism Strategic Framework for Action, the main legacy of which has been the adoption of the Signature Destination concept.

2. The growth in targets will be achieved by:

• Increasing visitors from 3.2million to 4.5million by 2020
• Increasing earnings from tourism by £520million to £1billion by 2020
• Progressively accelerating spend by visitors
• Targeting specific markets and market segments
• Supporting indigenous high quality businesses to grow
• Being visitor inspired in all our actions

3. The strategy is accompanied by a detailed action plan that includes timescales for achievement.

Priorities for Action have been identified under three themes:

• People - this sets out how we will work with the people of Northern Ireland to develop a visitor experience that is unique and an industry that has pride and professionalism.
• Product and Places - this sets out how we will invest in our product and places to make them better for residents and ready to receive the visitors of the future.
• Promotion - these are the actions we will take, with our partners in Tourism Ireland, to bring new visitors and to welcome back visitors to see a place that is confidently moving on.

4. For media enquiries please contact the DETI Press Office, telephone 028 9052 9297. Out of office hours, please contact the Duty Press Officer via pager number 07699 715 440 and your call will be returned.