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16 Mar 2022

Tourism Minister Gordon Lyons promotes Northern Ireland in the Big Apple

Tourism Minister Gordon Lyons promoted Northern Ireland to top American travel industry professionals and journalists, at a Tourism Ireland event in New York yesterday.

Minister Lyons is in the United States this week, as part of a visit organised by Invest NI. At the Tourism Ireland roundtable event, he met with senior representatives of airlines and tour operators, as well as influential travel journalists. His message was that Northern Ireland is a superb choice for a holiday in 2022. He highlighted the new Game of Thrones Studio Tour, Belfast’s recent designation as a UNESCO City of Music, the upcoming 10th anniversary of Titanic Belfast, the new Belfast film directed by Sir Kenneth Branagh, as well as our world-class golf and the fact that The Open will return to Royal Portrush in 2025.

Tourism Minister Gordon Lyons MLA: “There are so many good reasons to visit Northern Ireland. Its scenery is as beautiful as anywhere in the world, its people are friendly and welcoming, and it offers many unique visitor experiences which will live long in the memory. It is reassuring to see such strong interest in Northern Ireland as a destination from the travel industry in New York.  I am here to encourage them to spread the word that Northern Ireland is the perfect holiday destination for 2022.”

Speaking at the event, Niall Gibbons, Chief Executive of Tourism Ireland, said: “We are delighted that Minister Lyons joined our roundtable event in New York, reminding our key airline and travel trade contacts that Northern Ireland continues to offer a wonderful holiday experience and telling them about all the many great reasons to visit in 2022. As we restart tourism to Northern Ireland, he assured them that we look forward to working closely with them in the months and years ahead.”

Tourism Ireland’s Green Button campaign is now under way in the United States. The $8.5 million campaign is running in key gateway cities and priority areas (including New York, Boston, Chicago, Philadelphia, Washington DC, Los Angeles, San Francisco, Seattle and Dallas), to reach and engage audiences with the highest potential to travel here this year. The TV and digital elements of the Green Button campaign will reach an estimated 92 million people across the United States and will deliver over 600 million impressions (opportunities to see) this year.
  Niall Gibbons, Chief Executive of Tourism Ireland; Minister Gordon Lyons; Alison Metcalfe, Tourism Ireland’s Head of North America and Australia; and Robert Sullivan, Northstar Travel Media, at Tourism Ireland’s roundtable event in New York.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • In 2019, we welcomed 2.24 million overseas visitors to Northern Ireland, whose visits delivered revenue of £589 million.
  • Tourism Ireland’s international website is, 33 market sites available in 30 different countries in 11 language versions around the world.