Tourism Ireland has launched a £5 million campaign to boost travel to Northern Ireland from GB over the coming months.

It is hoped the ‘Northern Ireland – Embrace a Giant Spirit’ drive will reach at least 80% of all adults in GB and boost demand for bookings for short breaks and holidays in Northern Ireland as the summer season comes to an end.

The extensive multi-media campaign will include ads on TV, on catch-up sites; digital outdoor ads at more than 500 locations, ads on popular digital and social channels and a partnership with The Guardian

There will also be a busy programme of publicity and co-operative promotions with air and sea carriers, as well as online travel agents.

‘Convince tourists’

Economy Minister Gordon Lyons MLA, said: “Tourism is an enormously important industry for Northern Ireland and a key driver of our economy. In fact, before the pandemic hit us all, 2019 was the best year ever for overseas tourism to Northern Ireland, when we welcomed over 2.2 million overseas visitors, a significant number of which came from the GB market.

“With the TV ads alone set to be viewed by almost 13 million people across GB, I believe this campaign will help convince tourists to visit Northern Ireland. Our tour operators, visitor attractions and accommodation providers have worked hard to introduce new safety measures and precautions to help ensure visitors and staff are kept safe.”

Niall Gibbons, Chief Executive of Tourism Ireland, added: “As we begin to rebuild our tourism business from the all-important GB market, our aim is to remind prospective visitors that Northern Ireland is the perfect destination for a short break or holiday. Tourism Ireland will be pulling out all the stops to drive as much business as possible to Northern Ireland over the coming months.”

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