Published on : Thursday, September 11, 2014
Tourism Ireland and Enterprise, Trade and Investment Minister Arlene Foster have launched a £9.5 million promotional campaign, to boost late-season travel to Northern Ireland from around the world. The September to December period usually yields as much as 30% of annual overseas tourism business.
The campaign will highlight the many festivals and events taking place right around Northern Ireland and the island of Ireland this autumn – from the Ulster Bank Belfast Festival at Queens including the ‘From Bolshoi to Belfast: The Theatre of Costume’ exhibition at the Crumlin Road Gaol, to Culture Night, MTV Crashes and the Banks of the Foyle Hallowe’en Carnival in Londonderry, as well as the Belfast Comedy Festival and the CS Lewis Festival.
The campaign – which is being rolled out in Great Britain, the United States, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks as well as on attracting visitors to more rural areas over the coming months. Highlighting direct flights and ferry services to Northern Ireland remains a priority for the autumn season and a number of co-operative campaigns will run in GB to promote routes and attractive fares with partners like Aer Lingus, Flybe, EasyJet, Stena Line and P&O.
Enterprise, Trade and Investment Minister Arlene Foster: “It is vital we continue to promote Northern Ireland as a vibrant tourist destination. This campaign will help to emphasis the wealth of activities and tremendous choice that await visitors. This autumn, Northern Ireland will play host to a range of musical, cultural and sporting events, attractions and festivals. Given research has shown later than ever booking patterns, we still have a real opportunity to persuade people to take holidays and city breaks here. This campaign will help to showcase Northern Ireland to those visitors still undecided on the destination of their autumn/winter break.”
Tourism Ireland CEO Niall Gibbons said: “I am pleased to report that sentiment expressed by our industry partners suggests growth from overseas during the high summer season. We are determined to keep that momentum going. Our autumn campaign aims to take advantage of late booking trends in our target markets, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening here.”
Source:- Tourism Ireland