Northern Ireland Tourist Board

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Tourism Northern Ireland's role and responsibilities

Tourism Northern Ireland (Tourism NI) is responsible for the development of tourism and the marketing of Northern Ireland as a tourist destination to domestic tourists, from within Northern Ireland, and to visitors from the Republic of Ireland. We are a non-departmental public body of the Department for the Economy and we work closely with other tourism bodies to help develop the visitor economy here and to market Northern Ireland to incoming visitors.

Tourism NI’s mission is to build the value of tourism to the local economy in partnership with government and industry.

Our vision is to confidently and passionately champion the development and promotion of the Northern Ireland experience.

Tourism Northern Ireland (Tourism NI) is the trading name of the Northern Ireland Tourist Board

Unlocking potential

Tourism NI works to raise awareness of the importance of tourism to the economy we actively build and consolidate our relationships with key strategic partners to deliver mutual benefits.

Building the tourism product

Tourism NI funds the development of quality tourism assets that are aligned to visitor needs.

Developing a quality visitor experience

Tourism NI supports the development of a high quality tourism industry through quality programmes that are based on visitor needs. We invest in people, projects and events that result in increased spending by leisure and business visitors.

Promoting the destination

Tourism NI delivers a compelling marketing communications programme that inspires and informs people from ROI who may consider a visit and those who live here who might spend more leisure time within Northern Ireland.

Tourism Ireland takes on the role of promoting the region internationally as part of a broader advertising strategy for the island of Ireland as a whole.

Tourism NI is responsible for working in conjunction with key partners on the development and roll out of the Northern Ireland tourism brand.