The Destination Marketing and PR team drives demand for Northern Ireland through inspiring year-round marketing communications and earned media activity across the island of Ireland. The team brings Northern Ireland’s stories to life by promoting distinctive places, experiences and reasons to visit, while working with partners and industry to extend campaign reach and support conversion.
Demand Generation
The Demand Generation Division leads Tourism NI’s work to position Northern Ireland as a compelling visitor destination. Its activity is focused on three connected priorities: creating demand, inspiring visitors to take action and supporting the tourism industry to convert interest into visits and bookings.
Work in this area includes:
- Integrated campaigns, PR, digital and social activity that build awareness and consideration.
- Visitor information that helps people plan and book with confidence.
- Local and international familiarisation activity.
- Industry-facing activity that helps partners maximise campaign impact and support conversion.
- Business Solutions is the trade facing and business development which cover Travel Trade, Business Events, Luxury and Golf. These sectors strengthen Northern Ireland’s position in priority markets and opportunities are created in partnership with Tourism Ireland to develop B2B engagement platforms, support international travel trade and business tourism opportunities, and maximising the value of golf as a globally recognised visitor proposition.
Destination Marketing & PR
Republic of Ireland Market
The Republic of Ireland Market team builds awareness, consideration and advocacy for Northern Ireland as a short break destination. Through targeted media relations, storytelling and partnership activity, the team highlights ease of access, high-quality experiences and distinctive reasons to visit throughout the year.
Business Solutions
The Business Solutions team is Tourism NI's primary interface between Northern Ireland's tourism industry and key international business audiences, creating opportunities that drive visitor growth and economic impact.
Working across Travel Trade, Business Events, Luxury Tourism and Golf, the team develops and delivers strategic programmes, partnerships and business-to-business (B2B) platforms that connect Northern Ireland's tourism offering with domestic and international buyers, media, stakeholders and industry partners.
The team's objective is to increase visitor revenue and market reach by showcasing Northern Ireland as a compelling destination for leisure, business and golf tourism, while supporting industry growth through targeted engagement, collaborative initiatives and market development activity.
Visitor Information
The Visitor Information team is primarily responsible for ensuring that visitors have access to the information that they need before and during their visit to Northern Ireland.
Delivered digitally via the consumer destination website: discovernorthernireland.com which was redesigned and relaunched in early 2026. It is visited by approximately 4 million users annually and now features over 5,000 pages incorporating;
- Inspirational content
- Suggested itineraries
- Events
- Accommodation
- Attractions and activities
- Useful FAQ's
Social & Digital Media
The Social & Digital team is responsible for positioning Northern Ireland as an internationally competitive short break destination
For further information etc., you can contact the above teams by selecting the appropriate email address and completing/submitting the ‘Contact Us’ form below. A member of staff will then get back to you.
Contact Us
We have set up a dedicated online enquiry facility for our industry. We strongly encourage you to get in touch with us with any queries that you have and we will do our very best to get you the answers you need.
Contact Us