Tourism Ireland, the all-island tourism agency working with industry bodies, trade associations and public institutions, has set out plans to double overseas visitor spend in Northern Ireland to £1.3bn (€1.5bn) a year by 2035. The initiative highlights the growing role of coordinated institutional partnerships in shaping long-term tourism growth.

In 2024, overseas tourism contributed £633m (€740m) to Northern Ireland’s economy, supported by two million overseas visitors. According to the Northern Ireland Statistics and Research Agency, overseas visitors accounted for 58% of total tourism revenue, underlining the importance of international markets for the sector’s sustainability.

To achieve its growth target, Tourism Ireland is expanding collaboration with air and sea carriers, tourism bodies and international partners.

The organisation is also launching targeted promotional activity, including campaigns with transport providers and a travel series featuring Martin and Roman Kemp, Dermot O’Leary and Kevin McCloud.

While the United States and Great Britain remain core markets, Tourism Ireland is broadening its institutional focus across mainland Europe and Canada, alongside building long-term partnerships in India and China. These efforts reflect a shift towards diversified source markets supported by structured, multi-year engagement with overseas stakeholders.

At the Belfast launch of its global campaign, Ireland Goes Beyond, Chief Executive Alice Mansergh said travellers are seeking experiences that allow them to “explore and disconnect” at a time when “the world is uncertain”.

She added: “We’ll be championing Northern Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors.”

Explore how Tourism Ireland’s institutional strategy is shaping the future of international tourism in the full article.