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04 Nov 2016

Destination delicious! Showcasing Northern Ireland’s fabulous food and drink in Canada

Tourism Ireland teams up with Belfast chef Stephen Jeffers to promote Northern Ireland’s Year of Food and Drink in Toronto

Belfast chef Stephen Jeffers joins Tourism Ireland in Toronto this week. It’s all part of Tourism Ireland’s year-long programme of promotions to highlight Northern Ireland and our special Year of Food and Drink – in Canada and elsewhere around the world.

Tourism Ireland is one of the sponsors of the 94th Royal Agricultural Winter Fair in Toronto – an annual event celebrating agriculture and great local food, which kicks off tomorrow (4 November). With about 320,000 visitors each year, it’s an ideal platform to highlight Northern Ireland’s superb food to a wide audience of prospective Canadian visitors. 

To coincide with the fair, Stephen Jeffers, proprietor of the Forestside Cookery School in Belfast, has joined Tourism Ireland in Toronto. His packed schedule for the coming days includes:
  • attending a Tourism Ireland breakfast for top Canadian food and lifestyle journalists (3 November);
  • a high profile slot on Breakfast TV, Canada’s top morning news and entertainment show, when he will prepare a selection of modern, Northern Ireland dishes (4 November);
  • a series of cookery demos on stage at the Royal Agricultural Winter Fair, discussing Northern Ireland produce (5 November); and
  • participation in the Royal International Chef Competition, when Stephen will compete with top chefs from Canada and the US to win the ‘Royal’ title (6 November).
In 2015, we welcomed about 48,000 Canadian visitors to Northern Ireland, up +5% on 2014. Dana Welch, Tourism Ireland’s Manager Canada, said: “We’ve been undertaking an extensive programme of promotions throughout 2016, to grow Canadian visitor numbers to Northern Ireland. And, we’re delighted to have chef Stephen Jeffers with us in Toronto this week, helping to spread the word about Northern Ireland’s Year of Food and Drink and what makes a holiday in Northern Ireland unique and truly memorable. Our message is that Northern Ireland is a superb choice for ‘foodies’ for a holiday or long weekend break.” 

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.

  Chef Stephen Jeffers serves up a delicious breakfast to influential travel and lifestyle journalists in Toronto.

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 almost 2 million overseas visitors to Northern Ireland, delivering revenue of about £484 million. 
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.

Previous Press Release

03 Nov 2016

New campaign targets Chinese tourists