Tourism Ireland eyes India, China and Canada to push NI spend over £1bn a year

Ireland’s all‑island tourism agency is aiming to grow overseas spend in Northern Ireland to £1.3 billion a year by targeting new visitors from India, China and Canada.

Tourism Ireland unveiled a number of measures to drive inbound travel to the region, including campaigns with air and sea carriers, and a travel series starring Martin and Roman Kemp, Dermot O’Leary and Kevin McCloud.

In 2024 overseas tourism to Northern Ireland contributed £633 million to the economy, driven by two million overseas tourists, with overseas tourism accounting for 58% of total tourism revenue, Northern Ireland Statistics and Research Agency figures show.

Tourism Ireland is aiming for spending from overseas visitors to Northern Ireland to double in the next 10 years to £1.3 billion annually by 2035.

As well as deepening traditional markets in the US and Britain, the organisation is hoping to win more tourists from across Europe and Canada and is eyeing long-term partnerships with India and China.

At the launch in Belfast, Tourism Ireland rolled out its global advertising campaign titled Ireland Goes Beyond.

Alice Mansergh, chief executive of Tourism Ireland, said holidaymakers are seeking “travel that allows them to explore and disconnect” at a time when “the world is uncertain”.

“We’ll be championing Northern Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors,” she said.

Ms Mansergh added: “Healthy growth is growth from a range of source markets; GB and the United States are fundamentally important for tourism to Northern Ireland and, in addition to our activities there, we’re rolling out a new strategy to win more visitors from mainland Europe, we’re investing in growth markets like Canada and setting up impactful partnerships for the long term in China and India.”

Speaking at the launch, Economy Minister Dr Caoimhe Archibald said tourism is a “hugely important industry” with “significant growth potential”.

“Overseas tourism generated £633 million for the north’s economy and the sector provides 70,000 jobs, over 70% of which are located outside of Belfast, contributing significantly to economic growth right across the north,” she said.

The minister added: “Ireland has a fantastic tourism product with our authentic experiences, landscape, heritage, culture and our welcoming people.”