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11 Sep 2017

Millions in GB encouraged to explore Northern Ireland’s unique food experiences

Tourism Ireland campaign with The Daily Telegraph highlights Northern Ireland’s culinary delights

A Tourism Ireland campaign in The Daily Telegraph this weekend promoted Northern Ireland food and drink to holidaymakers in GB. 

The campaign involves a series of articles all about Northern Ireland and the island of Ireland in the Saturday travel section of The Daily Telegraph – which is read by 1.4 million people across Britain. The article which appeared over the weekend (on Saturday, 9 August), was titled ‘Off the eaten track in Northern Ireland’. It gave a ‘flavour’ of some of Northern Ireland’s gastronomic treats – including food producers like Broighter Gold rapeseed oil, Broughgammon goat’s meat and Ursa Minor Bakery in Ballycastle. It also called out some of our award-winning restaurants, including OX Belfast, Brown’s Ardtara Country House Hotel in Upperlands and Wine and Brine in Moira. The article also outlined some of the exciting food and drink tours on offer around Northern Ireland, which help guide visitors on their gourmet expedition. 

The campaign also includes a specially-created ‘Indulge in Ireland’ hub on The Telegraph website, with lots of different articles which are being promoted via online advertising. 

Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our partnership with The Daily Telegraph is another excellent opportunity to spread the word about Northern Ireland and its wonderful food culture to millions of GB travellers.  

“Great Britain is a vital market for tourism to Northern Ireland. It delivers 65% of all overseas visitors and around 58% of all overseas tourism revenue. Official figures for the first quarter of 2017 show visitors from GB to Northern Ireland increased by +23%. Tourism Ireland’s busy programme of promotions this autumn in GB is designed to help maintain that growth momentum to year end and into 2018.”

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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 61,300 jobs.
  • In 2016, we welcomed a record 2.1 million overseas visitors to Northern Ireland, delivering revenue of over £543 million. 
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted about 19.37 million visitors in 2016.