11 Oct 2011

Tourism operators from around Northern Ireland joined forces with Tourism Ireland in Birmingham recently for a three-day roadshow aimed at raising awareness there of Northern Ireland as a fantastic holiday and short break destination.

The tourism roadshow targeted some of the main tour operators and travel agents in and around Birmingham, encouraging them to include Northern Ireland in future holiday programmes.  The roadshow also visited the city’s Bullring Shopping Centre and Birmingham Airport, promoting to shoppers and travellers with messages about the many things to do and see in Northern Ireland and the ease of access from Birmingham to Northern Ireland.

Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: “This type of roadshow, where we talk directly to prospective holidaymakers around GB, as well as to members of the influential travel trade, provides us with an excellent opportunity to spread the good news about Northern Ireland as a holiday and short break destination.  It is an excellent platform for our tourism partners from Northern Ireland to showcase their product here in Birmingham, helping to grow tourism business for the rest of 2011 and beyond.

“We very much welcome the business and networking opportunities of this roadshow to highlight the fantastic programme of major events planned for Northern Ireland under the banner of NI2012.  With the opening of iconic attractions such as Titanic Belfast and the Giant’s Causeway Visitor Centre next year, NI2012 provides a wonderful opportunity to showcase the new and vibrant Northern Ireland in Great Britain and elsewhere around the globe.”

Tourism Ireland has already begun the promotional lead-in to NI2012, in particular building awareness of Belfast as the home of Titanic around the world.  Over the next 12 months, Tourism Ireland will invest millions of pounds in the most extensive programme of marketing activity ever undertaken for Northern Ireland – to include TV, press, radio and cinema advertising, as well as extensive online campaigns and social media activity, promotional events and publicity.

                                                                                                                         Taking part in the Tourism Ireland roadshow in Birmingham were (l-r) Zoe Seaman and Naomi Bustin, bmibaby; Miriam O’Connell, Tourism Ireland; and Diane Poole OBE, Stena Line.


Further media information:
Elaine Moore / Clair Balmer, Tourism Ireland
Tel: 028 7035 9260  Mobile: 077 6652 7719

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
• Tourism is responsible for in excess of 4.9% of GDP in Northern Ireland and supports approximately 40,000 jobs.
• Approximately 1.4 million overseas visitors came to Northern Ireland in 2010.
• Tourism Ireland’s international website is; there are 45 different websites, providing information in 14 different languages covering every continent.  In 2010 attracted almost 12


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