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27 Nov 2015

Spotlight on Northern Ireland in China

Tourism Minister Jonathan Bell promotes Northern Ireland to influential Chinese travel professionals

Tourism Minister Jonathan Bell promoted Northern Ireland in China this week – at an event in Shanghai organised by Tourism Ireland and attended by leading Chinese travel agents and tour operators. A number of influential journalists were also in attendance – including a representative of the Shanghai Morning Post, the city’s main daily newspaper.

Minister Bell told the audience about what makes Northern Ireland such a great destination for Chinese travellers. He highlighted a number of our visitor attractions, including the recently restored Gobbins Cliff Path, Titanic Belfast, the Giant’s Causeway and our wonderful National Trust properties. He also told guests about our world-class golf and how 2016 will be Northern Ireland’s Year of Food and Drink. Minister Bell also presented an award to the travel agents who won a Tourism Ireland competition to design the best island of Ireland itinerary.

Simon Gregory, Tourism Ireland’s Director of Markets, said: “China is an important emerging travel market and one that Tourism Ireland is committed to growing over the coming years. Working with the travel trade and media are key elements of our annual promotional programme in China. Our objective is to increase awareness of Northern Ireland and the island of Ireland, to help secure a greater share of the four million Chinese visitors who travel to Europe each year. Tourism Ireland aims to grow the number of Chinese visitors to the island of Ireland to 50,000 per year, by 2017.”

Tourism Ireland has offices in Shanghai, Beijing, Guangzhou and Chengdu. The organisation’s promotional activity includes generating positive publicity for Northern Ireland and the island of Ireland through the Chinese media, as well as online marketing and co-operative promotions with key partners, including airlines and the travel trade.

  Enterprise, Trade & Investment Minister Jonathan Bell (second right), with the winners of Tourism Ireland’s competition to design the best island of Ireland itinerary, Ms Huang Wei, Shanghai China Youth Travel Service (left), and Mr Ye Menglei, Beijing Utour Shanghai (right); also pictured is Simon Gregory, Tourism Ireland.

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 almost 1.8 million overseas visitors to Northern Ireland, delivering revenue of about £446 million.
  • Tourism Ireland’s international website is www.Ireland.com, 29 market sites available in ten language versions around the world, which will attract more than 16 million visitors in 2015.