[31-10-2003] TOURISM STRATEGIC FRAMEWORK

In 2001 DETI carried out a fundamental review of tourism policies with the aim of producing a strategic framework of coherent and co-ordinated policies, including vision, aims and structure arrangements to enable tourism in Northern Ireland to grow and prosper.

The outcome of the review process highlighted a widely accepted view that joint commitment and an integrated public/ private sector approach are crucial to the maximisation of tourism's full potential.

The shared Vision for the industry that emerged and was supported by the organisations' representatives is "Northern Ireland tourism will be an integrated, competitive and sustainable industry that makes an increasingly significant contribution to the Northern Ireland economy, by providing distinctive, quality and value for money experiences to targeted customers".

The review identified a number of fundamental principles that will inform future tourism strategies as they are developed or adjusted. These principles include NI tourism being internationally competitive, targeting specific customers, distinctiveness, quality, value for money, sustainability, new TSN and equality considerations, up to date and available information, and an integrated approach. Important Strategic Priorities have been identified and they are:.

Distinctive Product - to develop and promote a distinctive Northern Ireland tourism product that is market-led, sustainable and effectively packaged.

Co-ordinated Marketing - to encourage the co-ordinated marketing of Northern Ireland as a distinct destination to an agreed set of target markets.

High Quality - to ensure that tourism offers high quality experience and services to its customers.

Improved Access - to improve access to Northern Ireland from the main existing and potential source areas, the quality of points of entry and internal access for visitors.

Information - to significantly improve the amount and quality of information available to the tourism industry, its customers and the Northern Ireland population.

Measurement - to establish and maintain a sound basis for measuring the progress of Northern Ireland tourism.

Co-ordination of Government Interests - to establish a fully co-ordinated approach to tourism amongst all of the Government Departments involved.

Private Sector Involvement - to encourage greater private sector involvement in the development of tourism in Northern Ireland, particularly through the establishment of an industry group with members from the key interests.

A Shared Approach - to achieve a shared approach in the implementation of a Strategic Framework with the prime mechanism of a Tourism Strategy Forum under Ministerial chairmanship with all major public and private tourism interests being represented.

These fundamental principles and strategic priorities form a strategic framework for the future development and implementation of detailed strategies for tourism in Northern Ireland