Tourism To Increase 6%

Tourism Ireland has said it aims to welcome almost 1.9m visitors to Northern Ireland in 2015, indicating growth of 6% over 2014 to deliver £552m to the Northern Ireland economy.

"Building on this year's success and sustaining growth into the future is at the heart of Tourism Ireland's strategy in 2015 and the plans will therefore prioritise those markets that offer the best return on investment, in terms of holiday visitors and revenue i.e. Great Britain, North America and Mainland Europe," Tourism Minister Arlene Foster said. "Emerging markets of high potential will also be targeted, particularly China and India, where the advantages of the new British-Irish Visa Scheme will be highlighted."

Tourism Ireland is now the fourth most popular tourism board in the world on Facebook with about 2.65m fans. It is number three on Twitter and number two on YouTube.

The marketing campaign for 2015 will focus on city breaks to Belfast and L'Derry, as well as building on the success of its Game of Thrones campaign.

Latest estimates indicate that almost 1.8m people will have visited Northern Ireland in 2014, representing a 5% increase over 2013. Revenue generated by overseas visitors is expected to be approximately £508m, amounting to a 7% increase over last year. Holiday visitors are forecast to grow by 9%.

Speaking at the launch event in Belfast, Niall Gibbons, CEO of Tourism Ireland, said: "Throughout 2014, Tourism Ireland undertook a packed programme of promotions, to bring Northern Ireland to the attention of travellers everywhere. A major focus of our activity in the early part of the year was on highlighting the Grande Partenza of the Giro d'Italia.

"We also joined forces with Game of Thrones creators HBO, on a ground-breaking advertising and social media campaign, leveraging the incredible success of the hugely popular TV series and its strong associations with Northern Ireland.

"In addition, thousands of opportunities were created for potential visitors around the world to read, hear or watch positive messages about Northern Ireland; Tourism Ireland estimates that this media exposure is worth an estimated £82m in equivalent advertising value.

"Following a successful 2014, ambitious targets have been set for 2015. We will continue to highlight iconic experiences all over Northern Ireland – including Titanic Belfast, the Giant's Causeway and our unique National Trust properties. The Causeway Coastal Route, and driving holidays to Northern Ireland, will also be promoted widely.

"Next year, we will working hard to maximise the tourism potential of the Irish Open at Royal County Down and the return of the Tall Ships to Belfast, as well as the opening of the Gobbins Cliff Path. We will continue to target people of Ulster-Scots descent; and to promote Northern Ireland as a top golf destination.

"And we will highlight the new British-Irish Visa Scheme in China and India, which will enable Chinese and Indian visitors to visit both Ireland and the UK, including Northern Ireland, on a single visa of either country."

(IT/JP)