North hopes to attract 2m overseas visitors next year

The North is hoping to attract two million overseas visitors next year who could potentially generate £476 million (€674m) for the economy, the North’s Enterprise Minister said on Thursday in Belfast at the launch of a new marketing campaign.

Jonathan Bell said the latest Tourism Ireland campaign will focus on Northern Ireland's key attractions, from Titanic Belfast to the Giant's Causeway but it also hopes to attract holidaymakers to take part in the 'Northern Ireland Year of Food and Drink' in 2016.

The Minister believes new direct flights added last year and improved economies in target markets have helped the North to attract increased numbers of visitors during the last 12 months.

Mr Bell said: “Latest estimates indicate that, by 2015 year end, 1.9 million people will have visited Northern Ireland in 2015, representing a 5 per cent increase over 2014.

“Revenue generated by international visitors is expected to be approximately £454 million, a 2 per cent increase over the previous year. While I believe we should celebrate this success we must now set our sights higher on even bigger targets to ensure our tourist industry reaches its full potential.”.

‘Game of Thrones’

The Minister said the new Tourism Ireland campaign would also build on the success of the ‘Game of Thrones’ fan base and seek to promote the North as a business tourism destination.

Niall Gibbons, chief executive of Tourism Ireland, said he is also confident that 2015 will show that the last 12 months have been "very good" for overseas tourism to Northern Ireland.

“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 £90 million in equivalent advertising value.

“Following a successful 2015, ambitious targets have been set again for 2016 and beyond. Next year, we will place a major focus on Northern Ireland’s Year of Food and Drink, inviting people who love great food to come and enjoy a wonderful culinary celebration,” Mr Gibbons said.