Travellers today have more choice than ever before, therefore Northern Ireland – Embrace a Giant Spirit motivates travellers to choose Northern Ireland over competing destinations by offering unique and authentic experiences that they can only get here – connecting them to out people, culture, landscapes and stories.
Northern Ireland Embrace a Giant Spirit experiences are saleable visitor experiences which respond to market demand and the desire to share the world-renowned giant spirit of Northern Ireland, in addition to awakening that giant spirit in our visitors.
New Tourism Experiences
When developing a new tourism experience, our online resources are the best starting point for you. These resources aim to directly signpost you to programmes and toolkits that will help you design compelling experiences, generate more business and help you gain a better understanding of the tourism sector. Some useful links are below:
When developing your experience, it is important to understand how your product enhances the offer of your local area as a destination. Therefore, it is important to first make contact with your local authority tourism department. The 11 Local Councils in NI have responsibility for local destination marketing and business support under local economic development measures.
Across all aspects of their stay in Northern Ireland, our visitor experiences should embody the brand inspirers, the four key ideas at the heart of the giant spirit of Northern Ireland and the things that we want visitors to discover, think about and talk about during their experience and long after.
Being Big-hearted means that you put the people of Northern Ireland and their warm approach to visitors front and centre in your experience. The people your visitors meet and the stories they encounter of our people past and present should all reflect bigheartedness.
Big-hearted experiences help visitors to meet and get to know the people of Northern Ireland.
Being Original lies in our ambition and investment in continuous development of our offer skills and standards. It means thinking creatively about the experience you can offer and not simply copying what others do.
Original Giant Spirit Experiences can spotlight the pioneering inventiveness of Northern Ireland’s people, its contemporary creative industries and industrial heritage.
Legends & Stories
Using Legends and Stories means experiences will draw on ourgreat tradition of storytelling, creating compelling offers that both attract and delight visitors and that leave lasting memories.
Stories are well told through planning carefully and focusing on characters, imagination and inspiration.
Land, Water & Sea
Experiences that reflect Land,Water and Sea maximise the potential of our rich natural resources, celebrate locality of provenance and apply sustainable practices.
Experiences that engage with land, water and sea are ‘rooted’ in the destination and connect visitors with diverse landscapes and outdoor adventures.
Giant Spirit experiences also deliver on our brand ‘awakeners’ – the desires and motivations of our key visitors and how to awaken the giant spirit within them:
Distinctly Northern Irish
Connect with Local People
Welcoming to Everyone
Available all year round
For more information on Northern Ireland – Embrace a Giant Spirit and how to develop experiences that align with the brand values please refer to our Embrace a Giant Spirit toolkit.