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15 Mar 2019

New tourism promotion highlights Northern Ireland to millions of commuters around GB

~ Tourism Ireland highlights Belfast and Londonderry for great short breaks ~

Tourism Ireland is rolling out a major new campaign in Great Britain – promoting Belfast and Londonderry as ‘must visit’ city break destinations. 

The campaign includes high impact outdoor ads in 287 locations across London, Birmingham, Manchester, Liverpool, Glasgow and Edinburgh – all cities with direct flights to Belfast and Londonderry. The ads feature images of Belfast and the walled city of Derry and are highlighting ease of access to Northern Ireland. Tourism Ireland estimates that the ads will be seen by around 73% of all adults living in the six GB cities.

The promotion also includes two short videos of Belfast and Londonderry, running on popular digital and social platforms. Click here to see the Belfast video and here to see the Londonderry video. Short breaks to both cities will also be promoted on Tourism Ireland’s own social channels.

The recent increase in bedroom capacity in both Belfast and Londonderry presents Tourism Ireland with a significant opportunity in GB this year. 

Julie Wakley, Tourism Ireland’s Head of Britain, said: “As our nearest neighbour and Northern Ireland’s number one source of overseas visitors, GB remains a priority for Tourism Ireland. Our new Northern Ireland city breaks campaign is highlighting ease of access and the great things to see and do in Belfast and Londonderry, encouraging GB holidaymakers to come and visit over the coming months.”

Tourism Ireland’s Northern Ireland city break campaign is being supported by other extensive promotions in GB – being rolled out right now in partnership with airlines, ferry companies and online travel agents. Partners include easyJet, Ryanair, Aer Lingus, British Airways, Loganair and Expedia. Activity is highlighting great reasons to visit and has a clear call-to-action for people to book now. It includes ads in national and regional newspapers, in inflight magazines, on popular websites and on local radio stations, as well as email marketing and social media.

Great Britain is an important market for tourism to Northern Ireland. It delivers 64% of all overseas visitors and around 56% of all overseas tourism revenue. Its contribution to the regional tourism economy and to season extension objectives are also significant, with 22% of British visitors arriving between January and March.

Tourism Ireland is planning further promotions later this year, to encourage GB travellers to visit Northern Ireland in the autumn and winter.
  High impact outdoor ads in 287 locations across GB, promoting Belfast and Londonderry as ‘must visit’ city break destinations.

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 65,000 jobs.
  • In 2018, we welcomed around 2.23 million overseas visitors to Northern Ireland, delivering revenue of £589 million. 
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 20.3 m

Previous Press Release

14 Mar 2019

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