Collaboration is the key to achieving success
As 2025 fades into the rear-view mirror, we can reflect on a year of positives and challenges for the tourism sector, along with a renewed ambition and focus for the next 12 months and beyond.
Whilst we await the official tourism data for 2025, the evidence indicates modest year-on-year growth in trips and spend. Most businesses surveyed recently by Tourism Northern Ireland saw international visitor volumes either exceed or match 2024.
GB and ROI remain the most important close to home markets, with growth offsetting a decline in domestic spend. Further afield, the USA and Australia did well.
To ensure our industry is equipped in key areas as we head into 2026, Tourism NI is rolling out a tailored package of business supports.
Marketing what Northern Ireland has to offer is as important as ever and we encourage the industry to attend an in-person Marketing Masterclass in early February to discuss year-round promotional opportunities and practical ways to maximise visibility.
We continue to see a strong appetite for trips to and within Northern Ireland, although many consumers are cautious due to cost of living pressures.
Northern Ireland is still considered better value for money by NI and RoI consumers than RoI or GB, albeit the gap has narrowed.
This reinforces the importance of competitive pricing combined with a great visitor experience which we know our industry does so well. Visitors consistently report that their expectations of their Northern Ireland trip were met or exceeded.
We also recognise that the operating environment for many businesses remains hugely challenging.
Our 2026 supports will span people, sustainability and digital.
The Make It Here campaign and associated activities continue to promote jobs and careers in tourism and hospitality, and re-shape public perceptions.
In addition, we will be looking for businesses to participate in a new programme which supports employee retention and organisational competitiveness.
On sustainability, we now have a full suite of supports available via www.tourismni.com to equip businesses to take action and will be providing more advice on ‘sustainable story telling’ in a webinar in late January to help make it easier to highlight the benefits to consumers.
AI tools and digital technologies are already transforming trip planning by visitors, with multiple implications for the tourism and hospitality sector.
A new AI-themed webinar series in early 2026 will provide practical insights into how the power of AI can be harnessed by businesses of all sizes.
The next 12 months will also provide an opportunity to extend Northern Ireland’s strong reputation as a host of world-class major events, following the outstanding success of The 153rd Open in July.
Fleadh Cheoil na hÉireann, the world’s biggest celebration of Irish music and culture, will be hosted in Belfast in August.
Around 700,000 visitors are expected from around the world, with the benefits spread across Northern Ireland.
2026 will be the second year of delivery against Minister Archibald’s ambitious 10-year vision and action plan for tourism.
Tourism NI will be launching its own three- year corporate plan during the year, the focus of which has been shaped by extensive engagement across the tourism and hospitality sector.
Collaborating effectively will be essential to making further progress towards our shared ambitions in the year ahead.
