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15 May 2015

Recipe for success – Northern Ireland on the menu in India

80,000+ Indians read about “gastronomic revolution” of Northern Ireland in popular travel magazine

“Northern Ireland is now punching above its weight in foodie terms”, says Indian magazine

A popular travel magazine in India is the latest publication celebrating and showcasing the superb food on offer right around Northern Ireland. The current edition of Outlook Traveller magazine, which has a circulation of more than 80,000, includes a six-page article dedicated to Northern Ireland.

Tourism Ireland in India invited journalist Ruchir Joshi to visit Northern Ireland in October 2014. The resulting article – which appears under the headline “Breakfast in Belfast” describes the “gastronomic revolution under way in Northern Ireland”. Mr Joshi says that “leveraging great local produce and marrying it to contemporary high-end cookery, NI is now punching above its weight in food terms”.

As well as tourist attractions like the Titanic Quarter and SS Nomadic, some of our great restaurants and food spots are featured in the article – including places like Brunel’s in Newcastle, with its “beautifully presented courses”; Newforge House in Armagh, “a lovely old mansion hotel”; and the “Italian wonderland” that is Coppi in Belfast. The writer describes a guided food tour which takes in St George’s Market, lunch at OX Belfast and breakfast at the Lough Erne Resort, which is “to die for”. He says that the most memorable day of his visit is spent at Abernathy Butter, which produces “the most exclusive butter in the isles”.

2016 will be Northern Ireland’s Year of Food – shining a spotlight on Northern Ireland on the international stage as a destination for people who love great food. Tourism Ireland will be taking every opportunity to highlight and celebrate our wonderful culinary offering, promoting Northern Ireland food in India and elsewhere around the world.

Amanda Burns, Tourism Ireland’s manager Asia, said: “We are delighted with this article in the latest edition of Outlook Traveller magazine, which is an excellent way of showcasing Northern Ireland and its growing reputation as an excellent destination for food to a large audience of travellers in India. Northern Ireland is increasingly synonymous with great food, with visitors enjoying a truly memorable food experience because of the wonderful ingredients and culinary talent right around Northern Ireland.”

Tourism Ireland undertakes a busy publicity programme around the world each year to raise the profile of the destination – and media visits to Northern Ireland are a key element of that programme. In 2014, more than 2,000 print, online and broadcast articles and stories delivered positive messages about Northern Ireland to potential visitors around the world. Tourism Ireland estimates that this exposure was worth approximately £82 million. Amanda Burns continued: “Publicity is an important element of our overall promotional programme, helping to raise awareness through the media in India of our wonderful food offering, as well as the many things to see and do on a holiday in Northern Ireland.”

  Northern Ireland’s food scene is highlighted in Outlook Traveller magazine in India.

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 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2014, we welcomed an estimated 1.8 million overseas visitors to Northern Ireland, delivering revenue of about £508 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.

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