Tourism Ireland has launched details of its marketing strategy and plans to promote Northern Ireland overseas in 2026.
The plan outlines how overseas tourism revenue to Northern Ireland can grow to £1.3 billion annually by 2035, with the right strategic supports. Northern Ireland welcomed over 945,000 overseas visitors in the first half of 2025, up +4% on the same period in 2024.
In 2026, Tourism Ireland will undertake an extensive and targeted programme of promotional activity across 15 key overseas markets. Some highlights of the organisation’s priorities for the year ahead include:
- Tourism Ireland will win visitors from diverse markets: deepening and defending tourism from the United States and GB, rolling out a new strategy to win more tourism from Mainland Europe, investing in growth markets such as Canada, as well as teeing up long-term partnerships in India and China.
- Co-operative marketing campaigns with air and sea carriers will drive visitor demand for strategic air and sea routes, delivering 15:1 return on investment.
- New broadcast TV and streaming shows supported by Tourism Ireland will air to millions of viewers around the world, including travel series starring Martin and Roman Kemp, Dermot O’Leary and Kevin McCloud.
- New focus areas will include culinary tourism, activity tourism, year-round reasons to travel, as well as inspiration to explore from gateway cities to regions.
- Tourism Ireland will promote Northern Ireland through advertising, publicity, digital, social and Gen AI, reaching potential visitors in the channels where they research holidays today.
You can access the all the information on the plans and presentations here
