Despite a dip in overall visitor numbers and spending in 2024, tourism remains a cornerstone of Northern Ireland’s economy. According to the latest data from the Northern Ireland Statistics and Research Agency (NISRA), the sector generated £1.8 billion (£1.1 billion from overnight stays and £700 million from day trips) supporting over 70,000 jobs across the region.
However, a closer look at the figures reveals a mixed performance across markets. Among the “close to home” markets, Great Britain remained stable, but overnight trips from the Republic of Ireland declined by 14%, while domestic tourism saw the sharpest drop, down 27%. Correspondingly, domestic visitor spend fell by 33%, with GB down 10% and ROI down 9%. At the
same time, outbound travel by local residents surged by 23%, suggesting more locals opted for trips abroad.
Amid these challenges, long-haul markets provided a bright spot. Visitors from outside the UK and ROI increased by 12%, driven largely by strong demand from the United States (25%). Spending by overseas visitors grew by 5%, signalling valuable potential for further expansion.
Interestingly, accommodation data presents a more optimistic picture. According to STR figures, hotel room occupancy in Northern Ireland climbed to 74% in 2024. Guest houses, B&Bs, and self-catering units also saw modest increases. This trend may reflect a decline in people staying with friends and family, possibly shifting toward paid accommodation options.
Regionally, Belfast and the Causeway Coast and Glens maintained their dominance, together accounting for 60% of all visitor spending. Derry, however, recorded a 2% increase in expenditure, placing it third among council areas and highlighting its growing appeal.
Looking forward, the international outlook is encouraging. Summer 2025 will see an 11% increase in airline seat capacity from North America, boosted by new direct routes from cities such as Detroit, Nashville, and Indianapolis. The return of The Open to Royal Portrush in July is expected to be a major draw, alongside the 40th anniversary of the Derry Halloween Festival.
Tourism Ireland is also launching a new global campaign—Ireland Unrushed—across 13+ markets and collaborating with airlines like British Airways and EasyJet to drive more direct arrivals into Northern Ireland.
Still, the sector faces significant headwinds. These include the introduction of the UK’s Electronic Travel Authorisation (ETA) scheme, rising staff costs, persistent skills shortages, and wider global economic uncertainty.
Remaining competitive will depend on innovation to reduce costs, the creation of premium visitor experiences, improved accessibility, and a supportive tax and regulatory environment.
The government’s Tourism Vision and Action Plan outlines an ambitious goal: growing annual tourism spend to £3 billion by 2030—£2 billion from overnight stays and £1 billion from day visits.
Industry leaders are calling for urgent action: the release of government budgets and Tourism NI’s Corporate Plan, increased marketing in priority markets, capital funding for tourism development, and a reduced tax burden to enable businesses to thrive.
Despite current challenges, Northern Ireland’s tourism industry is well-positioned for a resurgence – provided strategic investments and decisive leadership are delivered in the months ahead.
The NISRA Report can be found HERE
Dr Joanne Stuart OBE
