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14 Sep 2015

Recipe for success – Northern Ireland on the menu in Austria

5 million+ Austrians to read all about Northern Ireland’s Year of Food and Drink 2016

Tourism Ireland invited six leading Austrian travel writers to Northern Ireland, to sample our superb food and tourism offering. 

Representing various national and regional newspapers (including the Kronen Zeitung, Austria’s largest newspaper), with a combined readership of more than five million people – or potential Austrian holidaymakers for Northern Ireland – the journalists were here to experience some of our great restaurants and food spots, as well as our visitor attractions.

The itinerary – devised by Tourism NI – included a boat tour of Upper Lough Erne, the historic walls of Derry and the Causeway Coastal Route, as well as places like Ox in Belfast, The French Rooms in Bushmills, Belle Isle Cookery School, the Walled City Brewery, Broighter Gold in Limavady and St George’s Market in Belfast. 

2016 will be Northern Ireland’s Year of Food and Drink – 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 and drink in Austria and elsewhere around the world. Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “Tourism Ireland was delighted to invite this group of journalists to visit Northern Ireland. Fact-finding visits like this are a really effective way for us to showcase Northern Ireland, and its growing reputation as an interesting destination for food and drink, through the media in Austria. The publicity value of the articles these journalists will produce when they return home is fantastic – they will be read by more than five million people in Austria, encouraging them to come and experience Northern Ireland for themselves.”

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. Zoë Redmond continued: “Publicity is an important element of our overall promotional programme, helping to raise awareness through the media in Austria of our wonderful food and drink offering, as well as the many things to see and do on a holiday in Northern Ireland.” 

Latest NISRA figures indicate that we welcomed an additional +8% visitors from Mainland Europe to Northern Ireland in the first quarter of 2015. Tourism Ireland is determined to ensure that growth continues. As well as highlighting Northern Ireland’s Game of Thrones connections, Tourism Ireland is also promoting the Causeway Coastal Route, new visitor experiences like The Gobbins Coastal Path and the refurbished Mount Stewart, as well as iconic attractions such as Titanic Belfast. 
Katerina Lamacova, Tourism Ireland; journalists Karin Haas, OÖNachrichten, and Karin Podolak, Kronen Zeitung; and Seana McGlinchey, Belfast Food Tours, in St George’s Market, Belfast.

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 ireland.com, available in ten different language versions for 30+ markets around the world this year.

Previous Press Release

11 Sep 2015

Golfers ‘swing by’ for tourism drive