Ireland's oldest tourism promotion body closed its doors today after almost 80 years in business. The Ulster Tourism Development Association (UTDA) was set up in 1923 as part of a joint initiative involving local authorities, businesses, seaside resorts and transport companies.
The body organised the first ever press visit to Northern Ireland for a party of English and Scottish journalists in 1924 and published the first Ulster Guide in the same year. It contained 100 scenic views, a travel section and specific information in activities and special events.
The voluntary association opened the first tourist information office in Belfast in 1929 and created the Northern Ireland Tourist Board in 1948, which was the first such organisation established in the UK or Ireland, and which continues to operate today.
Elizabeth Johnston, UTDA Secretary, said the groundbreaking organisation achieved many significant milestones due to a fundamental belief that tourism in Northern Ireland had a future. "The UTDA battled hard from its inception to promote Northern Ireland internationally as a tourism destination," she said. "We must accept that the UTDA has also fulfilled its other mission to gain full recognition for the tourism industry's role as a key contributor to the economy.
"It is with mixed feelings that we close the association down but our legacy is a mature tourism industry which now receives the support in training and funding we always maintained it should have." The UTDA saw tourism grow to more than 600,000 visitors in 1964, twice Northern Ireland's current levels, eventually peaking at one million in 1967 - two years before the start of the Troubles.
The UTDA also had a major impact on the social and sporting life of the province. It organised and partly financed the Ulster Grand Prix motorcycle race and RAC International Tourist Trophy Race. The body also commissioned a new poster each year from local artists in the 1950s, many of which later became collectors' items fetching prices of more than £1,000 Stg at art auctions in London. Some of the leading figures in the tourism industry today paid tribute to the work of the organisation, which was wound up earlier this month after it was decided the body had fulfilled its role.
Gerry Lennon, Chief Executive of the Belfast Visitor and Convention Bureau, said the UTDA should be recognised for putting tourism on the Northern Ireland map. "Everyone in the industry should be grateful for the UTDA's valiant work and achievements," he said. "We in today's tourism industry owe it to the UTDA and to ourselves to continue to fight for the proper levels of government support and training our industry needs."
Dr Billy Hastings, Chairman of the Hastings Hotel Group, said the UTDA had vision and energy from its inception. "The early 20s saw the emergence of an international tourism industry and, lead by men of prominence in the industry at that time, the UTDA had enough foresight to see how such an industry could benefit Northern Ireland's economy," he said. "It is with some sadness that we bid farewell to the organisation but also with gratitude for the legacy of a growing tourism industry it leaves us with." Alan Clarke, Chief Executive of Northern Ireland Tourist Board, said there was some sadness at the closure of the UTDA.
"Almost 80 years ago a group of people, the Ulster Tourism Development Association, held the belief that Northern Ireland was an attractive place to visit and, as a result, in 1948 the Northern Ireland Tourist Board was born," he said. "It is sad that the UTDA is to close after all this time but the Association can be proud of the work carried out over the years and the legacy handed down to present and future generations, the recognition of Northern Ireland as an international tourism destination."
PA