Develop 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.

Taking a picture with a mobile phone of Hiking friends in the Mourne Mountains

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.

The Embrace a Giant Spirit brand 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 insuring economic impact across all regions of NI.

Tourism NI want experiences that will showcase the very best that Northern Ireland has to offer to the world, from wellness experiences, to activities such as e-biking, kayaking or surfing, to historical homes, 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 when looking at developing new tourism experiences.

Please note, we have had a huge success with recruiting new and exciting experiences for Northern Ireland and have a high number of active applications to work through.

At present we are not taking new experience applications, however if you would like to register your interest please complete this short form detailing your experience and we will be in touch in the coming months.