Feature your Experience

The Northern Ireland Embrace a Giant Spirit brand reflects who we are. It encompasses that ‘can do’ attitude and the spirit of our communities pulling together and supporting each other through challenging times.

Mountain Biking in the Mournes with Bike Mourne, Co. Down

It is based on what our visitors have fed back time and again, and encompasses our desire to share our country, culture and passion for life. The most important asset in our brand armoury is our people. That warmth of welcome and humour is integral to our brand promise.

Embrace a Giant Spirit is used by Tourism NI and Tourism Ireland to promote Northern Ireland on the island of Ireland and internationally with the aim of increasing visitor numbers and ensuring economic impact across all regions of NI.

We will showcase the very best that Northern Ireland has to offer to the world, from walking tours and historical homes, to food and drink experiences.

How you can get involved

Use the Experience Development toolkit to familiarise yourself with the emotions and terminology associated with the brand.


Email the completed form to experiencedevelopment@tourismni.com and a member of the team will reply to you directly.