Tourism NI conference hears “it’s time to make tourism count”

Photo caption: (L-R) Ellvena Graham, Chair of Tourism NI, Economy Minister Dr Caoimhe Archibald and Laura McCorry, Chief Executive of Tourism NI, pictured at Tourism NI’s 2026 Conference today at Titanic Belfast.

The `Tourism 2030: Turning Momentum into Growth’ conference at Titanic Belfast, which was attended by over 300 delegates, examined the opportunities and challenges facing Northern Ireland with more than £1.5 billion planned investment in destinations, attractions, infrastructure, public spaces, culture and visitor experiences across the region.

Through City and Growth Deals, Shared Island initiatives and wider public and private sector investment, new visitor attractions and experiences are emerging, creating significant opportunities to enhance the destination's international appeal, support regional economic growth and generate benefits for local communities and businesses.

However, those who attended the conference heard that investment alone will not deliver sustainable tourism growth, rather, success will only come from a truly connected tourism system which creates a seamless and compelling visitor experience.

Delegates were urged to think beyond individual projects and organisational boundaries and focus instead on how the region can operate as one connected tourism destination through Coherence, Curation and Collaboration, which are crucial to converting investment into sustainable growth.

Addressing those gathered, Economy Minister Dr Caoimhe Archibald said: “there is real momentum to build on”, pointing to the significant growth in external overnight visitors and visitor spending since the Good Friday Agreement.

She said successes including Titanic Belfast, our world-class golf offering and Fleadh Cheoil na hÉireann “show what our tourism industry can achieve”.

Those gathered also heard from Laura McCorry, Chief Executive of Tourism NI, who spoke about the concept of `Total Tourism’, an approach that recognises that visitors do not experience individual programmes, funding streams or organisations - they experience a destination.

She also explored how, by 2030, Northern Ireland’s competitive advantage will not only come from the quality of its individual experiences, but from how well they are connected.

Dr Kate Simpson, a Systems Leadership expert, spoke about the `Tourism System’, noting that focusing on individual success will limit the potential for the entire destination while Michael Beare, a Director of Finn Lough in Co Fermanagh, shared his experience of working in collaboration with other tourism businesses to find an innovative solution to a local challenge.

During a `Winning Attention’ session, attendees heard from Neal Davies, Chairman of global advertising agency, TBWA, who explored the concept of the `Attention Economy’ and why distinctive stories and propositions matter more than ever, and how Northern Ireland can stand out in a crowded global marketplace.

Eimear Callaghan, Tourism NI’s new Director of Client Engagement, focused on how Tourism NI, alongside tourism businesses, can turn this momentum into growth introducing a new approach to Business Support Programmes focusing on tailored initiatives, designed around industry needs and matched to the scale, ambition and growth potential of individual businesses.

Carmel Scott, Head of Marketing at Tourism NI, outlined the organisation’s marketing plans to win attention and drive demand for Northern Ireland on the island of Ireland, whilst Alice Manseragh, CEO of Tourism Ireland, provided an overview about how the organisation is creating demand for Northern Ireland in international markets.

Economy Minister Dr Caoimhe Archibald said: “We have built strong momentum in tourism. Since the Good Friday Agreement, the number of external overnight visitors has more than quadrupled and visitor spending has increased more than sixfold in real terms.

“From Titanic Belfast and our world-class golf offering to the incredible success of Fleadh Cheoil na hÉireann, we have shown what our tourism industry can achieve. Our challenge now is to turn that momentum into sustainable growth, increasing visitor spend and creating more good jobs across our communities.”

Laura McCorry, Chief Executive of Tourism NI, said: “Northern Ireland is entering a defining period of tourism opportunity.

“Investment creates potential, but connection converts potential into impact. The next phase of tourism development must be defined by coherence, curation and collaboration, ensuring that all parts of the sector work together to create a stronger, more compelling destination.

“At Tourism NI, we have a responsibility to help connect the system, provide leadership, insight and practical support that enables the industry to maximise the benefits of this investment and convert opportunity into visitors, revenue, productivity and sustainable growth.

“Tourism is ultimately a team sport. Our future success will depend on how effectively the public sector, private sector and communities work together to create a more connected, competitive and successful destination.

“As we look ahead to 2030, now is the time to deliver on the power and promise of tourism. It is time to make tourism count.”