Tourism NI conference hears call to ‘make tourism count’ as £1.5bn investment planned

More than 300 delegates gathered at Titanic Belfast on Friday for a Tourism NI conference examining how Northern Ireland can turn planned investment of more than £1.5 billion into lasting growth for the visitor economy.

The Tourism 2030: Turning Momentum into Growth event brought together tourism businesses, policymakers and industry representatives. Tourism NI said the planned investment spans destinations, attractions, infrastructure, public spaces, culture and visitor experiences across the region. 

Connecting the visitor experience

Delegates heard that investment in individual projects would have a greater impact if businesses and public bodies worked together to make it easier for visitors to experience Northern Ireland as a connected destination.

Tourism NI chief executive Laura McCorry described this approach as “Total Tourism”: recognising that visitors experience a destination as a whole, rather than the separate organisations and programmes behind it.

“Investment creates potential, but connection converts potential into impact,” she said in a statement issued to The Belfast Desk.

McCorry said Tourism NI would provide leadership, insight and practical support to help businesses turn new opportunities into visitors, revenue and sustainable growth. “It is time to make tourism count,” she added.

Minister points to growth since Good Friday Agreement

Economy Minister Dr Caoimhe Archibald told the conference that the number of external overnight visitors had more than quadrupled since the Good Friday Agreement, while visitor spending had increased more than sixfold in real terms.

She pointed to Titanic Belfast, golf and Fleadh Cheoil na hÉireann as examples of what the industry could achieve. The next challenge, she said, was to increase visitor spending and create more good jobs across communities.

Speakers also examined how Northern Ireland could attract attention in international markets and how tourism businesses could collaborate. Tourism NI outlined plans for business support tailored to companies’ needs and growth ambitions.

The conference opened Tourism and Hospitality Week, which runs until 2 October.