Tourism agencies share insights on selling Northern Ireland to visitors

Tourism NI is today hosting a masterclass aimed at sharing valuable insights on the top markets for visitors to Northern Ireland. L-R Back row are Alison Metcalfe, Finola O’Mahony, Monica MacLaverty, Tourism Ireland, Naomi Waite and Aine Kearney, Tourism NI. L-R Front row seated are Kristina Gauges and Severine Lecart, Tourism Ireland.

Tourism NI is today hosting a masterclass aimed at sharing valuable insights on the top markets for visitors to Northern Ireland.

Part of Tourism NI’s Tourism Enterprise Development Programme, the Understanding Your Market masterclass brings Tourism NI and Tourism Ireland together to share the experiences and advice of their market managers from the Republic of Ireland, France, Germany and the United States with one hundred and fifty local tourism and hospitality providers.

These markets contribute in excess of £200 million in visitor spend to the Northern Ireland economy.

Speaking at the event, Aine Kearney, Tourism NI Director of Business Support & Events said; “We are delighted to be joined today by our colleagues from Tourism Ireland who are working on the ground in France, Germany and the United States and whose knowledge and expertise from those markets will be of huge benefit to delegates along with the insights offered by my colleagues from the Tourism NI team based in Dublin.”

“Every market is different and to be successful it is important to explore what type of experiences visitors from individual markets are looking for, how they differ and how best to target them. Attracting new visitors is one of five key areas of growth identified as a struggle for tourism businesses. The aim of our programme is to provide the training and resources required by the industry to help boost development.”

Louise Finnegan, Tourism Ireland’s Head of Business Partnerships, said: “Tourism Ireland’s overseas teams are delighted to have the opportunity to share market intelligence with our industry partners here in Northern Ireland. Understanding the nuances of our key overseas markets helps our partners to hone their marketing activities as closely as possible. Our aim is to help them do more business overseas and facilitate them to ‘close the sale’.

“Tourism Ireland has an extensive programme of promotions under way this year. We are taking every opportunity to leverage the exciting events happening over the coming months – including The 148th Open at Royal Portrush. And, next month, we will unveil our new campaign around the eighth and final season of Game of Thrones. Our message overseas continues to be that a holiday in Northern Ireland offers the perfect combination of great events, spectacular scenery and our own unique brand of hospitality.”

As part of today’s event Tourism NI has launched a series of new toolkits to help the tourism industry maximise the opportunities for growth through selling to the Republic of Ireland market and using sales and marketing techniques. The toolkits can be downloaded from

Tourism Ireland will host a specific market update on Great Britain in the coming months. Full details will be available in due course.

To find out more and to register for Tourism NI events visit

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