Minister unveils 2009 tourism marketing plans

Tourism Minister Arlene Foster has unveiled plans to attract visitors from overseas and closer to home markets in 2009.

The Northern Ireland Tourist Board and Tourism Ireland Marketing Plans were revealed in Belfast today.

The Northern Ireland Tourist Board revealed its plans to facilitate the development of the tourism experience in Northern Ireland to competitive global standards and to attract local and Republic of Ireland visitors.

Tourism Ireland launched a £37million marketing strategy, designed to boost visitor numbers to Northern Ireland and the Republic of Ireland.

Tourism Minister Arlene Foster said: “The Northern Ireland Executive has set challenging targets for tourism - to attract 2.5 million visitors and increase tourism revenue to 520 million by 2011.

“Over the next 12 months Tourism Ireland will be vigorously promoting Northern Ireland through television, radio, promotional literature and online marketing.

“It will seek to attract near market customers by enhancing an existing Northern Ireland campaign in Great Britain. It is already promoting aggressively for 2009, having established initiatives with leading tour operators to offer good value accommodation and travel packages to travellers in Great Britain and Europe.”

The Minister outlined plans to promote Northern Ireland to international audiences. She said: “In North America, a new three-year Ulster Scots marketing campaign will be implemented and high profile events, such as the Tall Ships’ visit to Belfast next year, will be used to attract overseas visitors. Both the Northern Ireland Tourist Board and Tourism Ireland and the are also already working with organisers of the North West 200 to promote the region to new audiences across Europe, the US and Asia,

“Tourism Ireland will also carry out marketing promotions with airlines and ferry companies, as well as the Northern Ireland tourism industry, in order to promote the region as a short break or longer holiday destination.”

With Great Britain, the Republic of Ireland and Northern Ireland delivering almost 80% of our visitors, the Minister outlined the approach by the Northern Ireland Tourist Board, to promote Northern Ireland to closer to home audiences.

Arlene Foster said: “NITB will be developing the visitor experience as a key priority, with more work to be delivered on the ground on the Signature Projects.

“It will also champion the implementation of a new brand strategy for Northern Ireland and deliver awareness-building campaigns at home and in the Republic of Ireland to encourage greater numbers to visit Northern Ireland from these key markets.”

The Minister concluded: “It is vital that Northern Ireland seeks to take advantage of the current sterling exchange rate in order to attract increased visitors from the Republic of Ireland, as well as European and US markets.

“Together, Government, the Northern Ireland Tourist Board, Tourism Ireland and our local tourism industry, must continue to develop top quality accommodation, customer service, facilities and attractions. In doing so, we can help build Northern Ireland as a quality destination and develop a long term sustainable tourism industry that can provide economic benefits across Northern Ireland.”

Northern Ireland Tourist Board Chief Executive Alan Clarke said: “Tourism in Northern Ireland has received a call up – we’ve been recognised around the world for our potential and now we must deliver. To do that we must get the experience right for the visitor, invest in our fantastic attractions, continually improve service and accommodation and, working in partnership across the industry, fulfil our economic potential.

“While 2008 has been a challenging year globally, huge opportunities remain in our closer to home markets. Latest figures for the Republic of Ireland show a 14% growth, while holiday visits from Great Britain have also slightly increased. The strong euro gives a short term competitive advantage to Northern Ireland and I would urge local businesses to adapt and seize the many opportunities that undoubtedly remain to grow tourism throughout 2009 and beyond.”

Commenting on the year ahead Paul O’Toole, Chief Executive of Tourism Ireland, said: “2008 has presented us with some of the most challenging trading conditions in years. We expect the performance for 2008 to be lower than 2007 but slightly ahead of that in 2006, due to the weak and unstable economic conditions in most of our source markets.

“All indicators point to a more difficult year in 2009 due to the general weakening in global economies. While the outlook may appear tough, it is important to recognise that many people around the world will still want to take holidays. We will be working to ensure that Northern Ireland gets its fair share of that business.”

Notes to Editors:

1. Throughout 2009 the Northern Ireland Tourist Board will be focusing on further development of the five Signature Projects, developing products across all regions, developing the potential of the domestic and Republic of Ireland markets, visitor information, research and intelligence and industry development.

2. Tourism Ireland is already promoting aggressively for 2009. Kick-start campaigns are under way in Great Britain and other major markets to boost off-season travel in the early months of 2009. Initiatives with leading tour operators are bringing especially good value accommodation and travel packages to consumers, group, coach and special interest operators in Great Britain and Europe for 2009.

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