NI Tourism Targets Incentive Market

Business 'incentive' visitors are to be targeted for expansion by NI's tourism sector.

The Stormont Minister responsible for tourism, Arlene Foster, has highlighted Northern Ireland's appeal as a world-class destination for corporate visitors.

The Minister, shown here with hotelier Howard Hastings, NITB's Chairman and Julian King, the British Ambassador to Ireland (on right) was speaking at a showcase event at the British Ambassador's residence in Dublin, which was attended by industry representatives responsible for organising tourism breaks in Northern Ireland and the Republic of Ireland for the 'niche' incentive market.

Incentive tourism is aimed at high-value corporate clients who seek out luxury hotels, exclusive activities, as well as sporting and historic venues.

Arlene Foster said: "In recent times Northern Ireland has become an attractive destination for international incentive visitors.

"The next three years represent an important time for tourism in Northern Ireland, with developments such as the opening of the Titanic signature building in Belfast and the completion of the new Causeway visitor centre," she said.

"Northern Ireland is very much open for business as a world-class tourist destination. Despite the current economic conditions, we are continuing to invest in our tourism infrastructure and are striving to continually improve our visitor experience."

Highlighting Northern Ireland's appeal to corporate clients, the Minister added: "A recent visitor attitude survey of over 300 international business tourists and destination management companies found that our world-class golf facilities, high quality of food and wide range of unique activities were just some of the top reasons why incoming business tourists choose Northern Ireland.

"The NI Tourist Board has identified business tourism as one of the key product areas that will be instrumental in delivering strong growth for the industry in the coming years.

"Over the next decade we have a strategy in place to grow tourism into a £1bn industry in Northern Ireland.

"This will be achieved by continuing to develop our tourism product and by working in partnership with key industry stakeholders, such as incentive providers and destination management companies, to achieve our common goals for growth and development," she concluded.

(BMcC/GK)