About Tourism NI

Roles & Responsibilities

Contents

Contents

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.

Tourism Northern Ireland’s mission is to provide strategic leadership and work collaboratively to accelerate growth in Tourism. We will do this by investing in:

  • tourism enterprise
  • the development of world-class products, experiences and events; and
  • the promotion of Northern Ireland as a must-see destination to markets which offer the greatest potential for growth.

Our vision is that Northern Ireland is an internationally competitive destination renowned for world class 3-5 day breaks.

Tourism NI aspires to be enterprising, with an entrepreneurial culture. Our Core Values are: We act with Integrity, Passion and Excellence and We deliver through Leadership, Innovation and Collaboration.

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

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.

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.