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30 May 2016

Jamie Oliver’s Food Tube film in Fermanagh goes live!

Tourism Ireland ensure millions of ‘foodies’ see fabulous footage of Northern Ireland

“Northern Ireland has got loads of mega foodie treats to enjoy” – says Food Busker John Quilter

A new Jamie Oliver Food Tube video featuring Fermanagh has gone live. The seven-minute film, which has already had over 100,000 views, is Tourism Ireland’s latest promotion to highlight Northern Ireland and our special Year of Food and Drink.

Earlier this month, Tourism Ireland invited chef and broadcaster John Quilter, aka Food Busker, to come and create his “ultimate bacon sandwich” in Enniskillen, using Pat O’Doherty’s famous Fermanagh Black Bacon. In the film, the Food Busker tells viewers “Northern Ireland has got loads of mega foodie treats to enjoy, that’s why you need to treat yourself and come here for a holiday”. It features spectacular footage of Enniskillen and the Fermanagh Lakelands.

With some 22 million monthly views, Jamie Oliver’s Food Tube is one of the most successful food channels – and a superb platform to showcase Northern Ireland and the wonderful culinary experience on offer here to prospective visitors in Britain.

The Fermanagh video will be promoted on Food Tube’s social platforms, including Facebook, Instagram and Twitter, using #EnjoyNI. A second video, featuring Glenarm and the Antrim Coast, will go live at the end of June.

This promotion is just one element of Tourism Ireland’s busy programme of activity throughout 2016 to highlight Northern Ireland’s Year of Food and Drink. A specially created section on Tourism Ireland’s international website,, is also encouraging prospective visitors everywhere to come and “take a bite out of Northern 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 2015, we welcomed about 1.9 million overseas visitors to Northern Ireland, delivering revenue of about £454 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2015, attracted about 16.6 million visitors.