The Northern Ireland Executive and DETI have attached a priority to the Tourism sector. This reflects the fact that there is considerable scope to boost the contribution tourism makes to the overall economy. For example, although the revenue generated by the tourism sector has almost doubled since the mid 1990s, its overall contribution to the economy (1.9%) remains much less than elsewhere in the UK (3.2%).
Our overall aim is to enhance the product offering of the sector, for instance, by the provision of timely and sufficient resources for key signature projects. One expected outcome will be a sustainable tourism sector which maximises revenue from Great Britain, the Republic of Ireland and overseas visitors.
The narrative below outlines the rationale for the objectives underpinning the Tourism Public Service Agreement (PSA) objectives. Objectives 5.1 & 5.2 detail some of the key actions that DETI, through the Northern Ireland Tourist Board (NITB) and Tourism Ireland (TIL), by means of local and Republic of Ireland marketing and support for the tourism industry in Northern Ireland, and Tourism Ireland through its overseas marketing efforts, will be undertaking, and the targets we are seeking to achieve over this Corporate Plan period.
(Links to NITB and TIL below)
Northern Ireland Tourist Board
Tourism Objectives, Actions and Targets
PSA 5 Objective 1: Enhance Northern Ireland's tourism infrastructure
Improving our tourism product offering in Northern Ireland is critical if we are to realise the sector's potential. Tourism infrastructure is a key component of this. DETI is committed to investment in this area and, in particular, the enhancement of our key visitor attractions and development of signature projects including the Mournes, Titanic, Giant's Causeway, St Patrick / Christian Heritage and the Walled City of Derry.
PSA 5 Objective 2: Promote the growth of the tourist sector
Furthermore the Department has set an objective to promote the growth of the tourism sdector with the following actions:
Tourism Targets
| ACTIONS | TARGETS |
|---|---|
| DETI, through NITB and TIL, will take forward the following | |
|
1.Development of a programme of activities and sector specific support that will develop the long-term and sustainable competitiveness and entrepreneurship of the tourism industry. |
1.Increase tourism revenue from out-of-state visitors to £520m by 2011 from a baseline of £370m in 2006 |
|
2.Specific actions will focus on challenging perceptions regarding safety, cost, ease of access and awareness of what to see and do. Campaigns and PR activities will be targeted at both ROI residents and visitors accessing the island via the ROI who could be encouraged to come north. |
2.Increase the number of out-of-state tourists visiting each year to 2.5m by 2011 from a baseline of 1.98m in 2006 |
|
3.Development and implementation of strategies to grow tourism through key drivers such as business tourism, activities (golf & walking), culture & heritage and events. |
New Tourism Strategy for Northern Ireland
Following on from the evaluation of the Strategic Framework for Action, NITB and DETI have been working in partnership with a steering group of experts from across government and the private sector to produce a new strategy. The aim of the new strategy is to provide a clear vision for the development of Northern Ireland's tourism experience through to the year 2010. The new draft strategy is now out for consultation and this will run until 20 May 2010.
