MyTourismNI elearning
Discover the vital role of Northern Ireland and Republic of Ireland markets and learn how strategic planning can drive its growth and sustainability.
Tourism NI Marketing Campaign
Tourism Northern Ireland's Spring Marketing Campaign launches in Northern Ireland and the Republic of Ireland on 9th February and runs until 31st March 2026.
The Spring 2026 programme will consist of TWO distinct but related plans.
- A Core NI & ROI Spring Campaign that builds on the success of the 2025 Spring campaign using optimised creative assets with a cut-through media and PR approach. Live from 9th February 31st March
- Investment in Additional NI Content responding directly to a drop in domestic overnight trips and day-trip expenditure and designed specifically for NI residents. Video Podcast Series in Market from March.
Spring 2026 Marketing Campaign Toolkit
Market focus
Republic of Ireland
Drive visitor growth by:
- Attracting first time visitors from ROI
- Continuing to shift perception of NI for short-breaks and holidays. ("that looks amazing, I should consider NI for my next trip.")
- Focusing on uniquely NI demand drivers and short-break favourites and staples to drive first-time consideration.
- Convenience, value for money, drive times, breadth of accommodation
Segment Focus
Active Maximizers:
They crave energetic experiences, unpredictability, nightlife with great food and drink and a lively buzz with or without the kids.
Indulgent Relaxers:
It's all about time, quality and indulgence and 'slowing things down.' Taking time to embrace relaxation and the finer things in life.
Northern Ireland
We need to hold on to growth in our domestic market by:
- Giving people new reasons and ideas to stay-local for short breaks, day-trips and longer holidays
- Shifting perceptions of what can be found and experienced on their doorstep - newness, wow-factor, surprise.
Segment Focus
Aspiring Families:
They are more price sensitive than ever before but are still looking for fun experiences close to home that the whole family will enjoy, including quality food and drink and comfortable, affordable accommodation.
Social Instagrammers:
They like to think they have their 'finger on the pulse' and are able to uncover and enjoy what's new, different, worth talking about, often in social media.
Regional Rotations
- 16 Feb 2026 - Derry~Londonderry
- 23 Feb 2026 - Belfast
- 2 Mar 2026 - Armagh & Down
- 9 Mar 2026 - Mournes & Strangford
- 16 Mar 2026 - Fermanagh and Tyrone
- 23 Mar 2026 - Causeway Coastal Route
Creative
Industry Offers Templates
How to get involved
Industry Support
Media
Nearly 100 million advertising impacts across NI and ROI.
Over 100 industry Offers showcased across various platforms.
Opportunity for the industry to avail of competitive rates to be in the ROI market alongside TNI. Bespoke print, radio and digital packages negotiated with leading Irish Publishers: The Irish Times and The Irish Independent.
Creative
Campaign toolkit available at tourismni.com
Toolkit templates and messaging guidelines aligned with campaign messaging and offers
These can be easily accessed on the Content Pool.
Discovernorthernireland.com
What's new?
More discoverable content and products as a year wide destination
Improved UX
- Navigation
- Search & Filter Function
- Learn More Image Buttons
Interactive Regional Map
Intuitive Journey Planner
- You Smart Thing
Fresh, Clean, Attractive, Brand aligned design
- Social Media Integration
AI Powered Chat Bot
- to launch later in Feb
Top Tips
- Create a listing by following the 'Sign up' link on tourismni.com
- Update your listing regularly - at least twice a year
- Add event listings too as these are promoted by Tourism NI across their marketing channels
- Also detail who the experience is suitable for - align with our customer segments
- Include helpful details, including transport and parking information, facilities available and insider tips
- Include contact information, including a contact email, web URL and booking details
- Check Google Search for FAQs to address within your listing description (the "People Also Ask" suggestions)
Social Channels
- Share high-quality photos and videos with us - strong visuals are far more likely to be featured. Video should be portrait (9:16) with no text on screen.
- Invite us to visit - especially for food & drink providers or activities where we can capture fresh video content for use on our channels.
- Let us know if you think your product fits an upcoming theme or opportunity - eg Valentines/Easter holidays/Sustainability/Dog-Friendly
- Keep your DNI listing fully up to date - especially with strong imagery
and accurate details. - Ensure events are listed on DNI - we do not promote events that aren't listed on the website.
- Understand that submission/getting in touch does not guarantee promotion - but providing quality content ensures you're considered when relevant.
Contact v.mcmurray@tourismni.com
Awakening Northern Ireland's Giant Spirit
When we work together, our content is much more impactful.
Download the Awakening our Giant Spirit Brand Book and find out more about unlocking Northern Ireland's Giant Spirit.
Maximising Campaigns
- Avail of the special industry media rates
- Think about how you can align your activity with the weekly rotations
- Share your PR stories
- Download the campaign toolkit from tourismni.com
- Use the templates provided to showcase your offers
- Tag us in social. Use #embraceagiantspirit
- Update your offer and listing on discovernorthernireland.com
- Use the content pool
Share your promotions and offers with us
We would like your help to showcase a broad range of value-for-money Spring promotions and offers. (e.g. Package deals, welcome drink on arrival, late check-out, mid-week discounts, early booking benefits)
The Spring campaign will encourage visitors to book a short break via www.discovernorthernireland.com. Spring promotions and offers are essential to communicate value for money and to drive bookings.
This campaign is open to TNI graded 3* and above hotels, guesthouses, guest accommodation, self-catering, B&Bs.
It is also open to visitor attractions, experiences, and hospitality venues that have a current listing on discovernorthernireland.com.
Please consider the segments when submitting your promotion/offers. All promotions/offers should be valid until 31st March 2026. Please submit your offer before 19th January 2026.
Submit your offer