International tour operators experience Northern Ireland’s ‘Spirit of Adventure’
Top international tour operators have been exploring our outdoor and adventure tourism offering, as part of a fact-finding trip to Northern Ireland. The tour operators were invited here by Tourism Ireland, in conjunction with Tourism NI, to participate in the annual ‘Meet the Buyer’ workshop in the ICC Belfast.
The tour operators’ ‘Embrace the Spirit of Adventure’ themed tour – which took place after the workshop – included The Gobbins, Strangford Lough Activity Centre, Tracey’s Farmhouse Kitchen, Mourne Mountain Adventures and an electric bike tour of Castlewellan Forest Park with Life Adventure. A visit to Game of Thrones Studio Tour completed the group’s itinerary.
Alice Mansergh, Chief Executive of Tourism Ireland, said:“Tourism Ireland was delighted to bring 145 top international tourism buyers from 15 markets to Northern Ireland for Meet the Buyer 2026 – including 21 buyers attending for the first time. This is a key event in the industry calendar and a fantastic opportunity for local tourism SMEs to connect with our international tour operator partners, who bring valuable tourists to Northern Ireland and the island of Ireland.
“This year, Tourism Ireland is undertaking an extensive and targeted programme of promotional activity across key overseas markets. Annual visitors from the US to Northern Ireland have grown 35% since 2023, while GB, as our largest source market for visitors, also continues to increase. In addition to promotional activity driving momentum in these markets, we are rolling out a new strategy to win more visitors from Mainland Europe, investing in growth markets like Canada and setting up impactful partnerships for the long term in nascent markets like China. Tourism Ireland is proud to champion Northern Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using advertising, publicity, digital, social, AI and partnerships to win visitors and support businesses and communities.”
Notes to Editors:
- Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
- NISRA figures for 2024 confirm that overseas tourism to Northern Ireland contributed £633 million to the economy, driven by 2 million overseas tourists, with overseas as 58% of total tourism revenue.
- Tourism Ireland’s international website is www.ireland.com, with 21 market sites available in 18 different countries, as well as one international site, in seven language versions around the world.
- Tourism Ireland is an agency of the Department for the Economy in Northern Ireland and the Department of Enterprise, Tourism and Employment in Ireland.