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24 Jul 2013

Northern Ireland focus for 2.2 million Daily Telegraph readers across GB

A series of articles in the prestigious Daily Telegraph newspaper has been showcasing Northern Ireland to an estimated 2.2 million people across Great Britain during July. The four-part series of articles – developed by Tourism Ireland in conjunction with Invest Northern Ireland and other partners – concludes today, with a feature highlighting Northern Ireland as a world-class tourism destination, titled “Three million years and growing”.

Following our hugely successful hosting of the G8 summit in Fermanagh, Tourism Ireland developed The Daily Telegraph series of articles, to shine a spotlight on Northern Ireland as a wonderful place to visit and do business. Each article in the four-part series has been read by an estimated 542,000 readers. These have been focusing on the regeneration of Northern Ireland, covering our world-class tourism product – including new attractions like Titanic Belfast and the Giant’s Causeway visitor centre, as well as our superb golf and major festivals and events. Other topics include the growing success of film and TV production in Northern Ireland – and in particular HBO’s Game of Thrones in which our scenery is so spectacularly showcased, whetting appetites among viewers to come and experience the locations and the destination for themselves.

Niall Gibbons, CEO of Tourism Ireland, said: “This series of articles in The Daily Telegraph has reached almost 2.2 million readers across Great Britain – highlighting Northern Ireland’s world-class tourism product, business opportunities and growing reputation as a top location for film and TV productions. It is an excellent way to showcase Northern Ireland to a large audience of prospective visitors across GB. Great Britain is an extremely important market for tourism to Northern Ireland and right now, we are rolling out our ‘GB Path to Growth’ strategy, which aims to return this all-important market to sustained growth. We are targeting new groups that are receptive to the type of experience Northern Ireland can offer – including the ‘culturally curious’, who are looking to explore new places and broaden their minds.”

The editorial series on Northern Ireland also appears on the website of The Daily Telegraph.