Economy Minister has launched a Tourism Vision
and Action Plan to grow the sector over the next 10 years.
The Tourism Vision & Action Plan: 10 Year Plan sets a
Strategic Goal that tourism expenditure from our overnight
visitors will exceed £2billion by 2035. Most recent annual
tourism statistics show tourism expenditure for 2023 was at a
record £1.2billion.
The Minister launched the plan at the Titanic Quarter in Belfast
that hosts one of the north's most visited attractions, Titanic
Belfast and a Belfast Met campus where tourism students develop
the skills for a future in the industry.
The Minister said: “My Tourism Vision and Action Plan
sets out how we plan to create a thriving, sustainable tourism
industry for the future, enriching local quality of life and
creating a year-round destination, across the north, that will
stand out in international markets.
“To drive our ambition for the next 10 years, I have set
a Strategic Goal that the economic value of our tourism
expenditure from overnight visitors will exceed £2billion by
2035. This is ambitious but achievable.”
Actions to help deliver the goal include:-
- Restoring funding to Tourism Ireland to allow it to enhance
the appeal and increase overseas tourism revenue to the north;
- Expanding our Visitor Experience portfolio through the
development and promotion of Peace Tourism;
- Ensuring that there is an adequate mix and scale of tourist
accommodation across the north which meets visitor expectations;
- Developing a long-term programme of events for the north;
- Extending Failte Ireland's regional experience brands into
the north and building upon the success of the ‘Embrace a Giant
Spirit' brand;
- Improving our international connectivity by bringing forward
an Aviation Policy;
- Continuing to press for a solution to the ETA scheme's impact
on the north;
- Delivering a bespoke Skills Action Plan to address skills
gaps and improve career pathways; and
- Launching and delivering a robust sustainability recognition
scheme.
The Minister continued: “I am indebted to the Tourism
Partnership Board which has helped to identify 17 activities
which are critical to achieving this ambition in a way that
promotes regional balance, raises productivity, creates good
jobs, and lowers carbon emissions.
“We have a unique story to tell – we are renowned for our
authentic experiences, landscape, heritage and culture and our
welcoming people. This Vision and Action Plan aims to help
our tourism industry thrive and give our visitors an experience
they will never forget.”
(Chair of the Tourism
Partnership Board (TPB) said: “I am grateful to Minister Murphy
for inviting me to steer the work of the TPB which has been most
rewarding especially given the extensive breadth of industry
experience across the group. Collaboration has been central to
shaping this Vision. I am excited about the opportunities that
implementing this Vision and Action Plan will present for
ensuring long-term economic, social, and environmental benefits
for future generations.”
