NI Overseas Engagement Programme 2026

The purpose of this programme is to enable Northern Ireland (NI) industry to fully engage with Tourism Ireland’s overseas marketing programme, to facilitate participation in events in overseas markets – fairs, workshops, shows and sales missions – and to assist NI industry to promote their products/services directly to both consumers and the travel trade overseas.

This programme supports the attendance of established Northern Ireland activity and experience tourism businesses at Tourism Ireland led leisure events, where the industry partner is recruited via Tourism NI. The initiative is designed primarily to support small, privately-owned tourism businesses. 

Objectives of the Programme

• To support the development of Northern Ireland tourism businesses by enabling greater access to key overseas markets.
• To facilitate suitably qualified Northern Ireland industry to undertake pro-active sales-focused activity overseas.
• To enable industry to augment Tourism Ireland’s marketing activities in target
  markets with sales activity that is focussed on retaining and/or closing the sale for Northern Ireland.
• To make it easier for overseas trade partners and consumers to access and buy
  Northern Ireland product as broadly and widely as possible.
• To fulfil the primary objective for the sector, which is to maximise revenue from overseas tourism, through Northern Ireland achieving its full potential as a destination for inbound visitors.
• To ensure that Northern Ireland’s industry has sufficient marketing support to gain competitive standout in what will be an increasingly competitive global market.

Key Information 

The application window opens from Monday 16th February 2026, i.e., fully completed applications may be submitted from Monday 16th February for activity that takes place until Monday 30th November 2026. The programme is limited and will remain open subject to funds remaining. 

To be considered for Tourism Ireland event support, applications must be submitted and approved in advance of the show/event taking place. The guidelines and application forms for the NI Overseas Engagement Programme are available here.  

For any queries regarding the NI Overseas Engagement Programme please contact Sinéad Murray at eventsupport@tourismireland.com. 

Eligibility Criteria

• This opportunity is open to Northern Ireland activity and experience tourism businesses. Priority consideration will be given to participants in the Embrace a Giant Spirit Experience portfolio who also meet the additional criteria as detailed. The initiative is primarily designed to support small, privately-owned tourism businesses attend Tourism Ireland led overseas events in 2026.
• Applicant businesses must offer bookable/saleable experiences that are available online to book directly. Applicant businesses must be equipped to contract with tour operators and able to offer net/commissionable trade rates, with sufficient capacity to facilitate groups or FIT visitors.
• Applicants should also be focused on international markets with appropriate development/marketing plans in place.
• This opportunity is not open to hotels or hotel groups, accommodation providers, or resorts.
• The programme is not open to representative/cluster groups, members of the ITOA, destination management organisations, local authorities, and/or other publicly funded agencies/authorities/enterprises and business. 

If you are unsure whether your business qualifies or not, please email eventsupport@tourismireland.com prior to applying. 

Next Steps

Please read the full details and guidelines on the NIOEP prior to submitting your application. ​Access the guidelines and application form here.​

The Business Solutions team offer support to access a range of overseas opportunities, for further details on current and forthcoming opportunities go to ​tourismni.com/international-trade-opportunities