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22 Mar 2013

Targeting GB tourists for Northern Ireland

Tourism operators from Belfast and across Northern Ireland travelled to Birmingham, to join Tourism Ireland at the 2013 ‘Best of Britain and Ireland’ (BoBI) travel trade exhibition.

BoBI is the premier, annual event for the travel trade in GB, attracting over 2,000 influential coach tour operators, group travel organisers and educational travel organisers. The two-day showcase provided a valuable opportunity for the participating Northern Ireland companies to network and do business face-to-face with key GB decision-makers. The objective was to encourage them to introduce Northern Ireland into their programmes or brochures for 2013, or to extend the programmes in which Northern Ireland already features.

Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “Great Britain is our largest and most important tourism market, delivering over half of all our overseas visitors and Tourism Ireland has a busy promotional campaign under way highlighting Northern Ireland as a fantastic, convenient and great value holiday destination.  A key element of our activity involves enthusing the travel trade in Great Britain –  including influential coach and group tour operators – about Northern Ireland and the island of Ireland.  

“Our presence at this year’s BoBI was also a fantastic opportunity to highlight Derry~Londonderry UK City of Culture and the fantastic programme of events,  as well as our wonderful  new visitor attractions like Titanic Belfast and the visitor centre at the Giant’s Causeway.”

Tourism Ireland is rolling out its new strategy in GB –‘GB Path to Growth’ – targeting new groups that are receptive to the type of experience that Northern Ireland can offer and raising awareness of the many things to see and do here – underpinned by a strong value message.