Overseas Tourism Campaign Underway

A £12m promotional campaign aimed at encouraging more people to visit Northern Ireland this autumn has been launched.

The Tourism Ireland campaign is being rolled out in Great Britain, America, mainland Europe and Australia.

As well as focusing on city breaks, it will feature the attractions offered by more rural areas.

The campaign, which involves TV, radio and online advertising, will highlight the many festivals and events taking place this autumn including the Belfast Festival at Queen's, the Roe Valley Folk Festival in Limavady, the Banks of the Foyle Hallowe'en Carnival in Londonderry, the William Kennedy Piping Festival in Armagh, Belfast Music Week and the MTV Europe Music Awards in Belfast.

Tourism Minister Arlene Foster (pictured) said: "With more people opting for short breaks and the trend for late bookings, we have a real opportunity to persuade people to come to Northern Ireland this autumn.

"An intensive programme of activity is under way in Great Britain, which is our largest and most important tourism market.

"The autumn television campaign will reach up to 18.5m GB potential holidaymakers, while over 16m people will hear radio advertisements placing the spotlight on Titanic, our festivals, music, literature and living culture," she said.

"With the completion of the Giants Causeway Visitors' Centre, and the countdown to NI 2012 and the centenary of Titanic well underway, there has never been a better time for tourists to visit Northern Ireland," the DUP Executive Minister added.

Northern Ireland's golf tourism offering will continue to be marketed across the world as part of the campaign.

The Minister added: "Our world class golf offering is also being showcased around the globe as the 'Home of Champions' following the tremendous success of our golfers, Darren Clarke, Rory McIlroy and Graeme McDowell.

"With so much to look forward to, this is the perfect time to put Northern Ireland's tourism offering on the international stage."

Tourism Ireland Chief Executive Niall Gibbons said: "In association with our industry colleagues we have enticing autumn/winter packages to offer consumers, developed around festivals and themes such as food, music, literature and the arts.

"The launch of major events next year, like Titanic Belfast and the Cultural Olympiad, as well as the completion of projects like the Giant's Causeway Visitor Centre, provides a wonderful opportunity for us to position Northern Ireland on the international stage as a 'must-see' destination," he concluded.

(BMcC/GK)