3 Mar 2026

Innovate Tourism & Regional Business Clinic

From Insight to Impact – Building Visitor Value for 2026

Tourism NI is delighted to welcome back Jacqueline McCann, Founder of Roll Innovation, for the third session in our regional roadshow, hosted at the Canal Court Hotel, Newry. Innovate Tourism is a highly valued programme that supports businesses to embed new processes and practices that enhance visitor experiences. To date, over 60 tourism businesses have achieved Innovation Recognition from the Department for the Economy. 

Increasing visitor numbers is not always the answer. For many tourism businesses, long-term success depends on creating more value from existing visitors while operating sustainably and manageably. This session will help you step back and consider how your business, experience, and delivery model can be strengthened to increase visitor value, improve yield, and support a resilient bottom line. Being well-prepared with innovative ideas for trade events, such as Meet the Buyer, can also help maximise engagement and opportunities with industry partners. 

What We Will Cover 

• Why visitor value and additionality matter for long-term sustainability 

• Guided reflection on key areas influencing visitor value and business performance, including experience quality, pricing, operational capacity, staffing, and consistency of customer experience 

• Practical discussion grounded in real tourism operations 

• Action planning to identify priorities and realistic next steps 

Tourism NI Business Clinic  

Alongside the workshop, attendees will have the opportunity for one-to-one appointments with Tourism NI teams across Marketing, Experience Development, Regions, Accommodation: Quality & Standards, Events and more. Support will also be available for listing your business on DiscoverNorthernIreland.com and for setting up your MyTourismNI e-learning account. These clinics provide direct access to expert guidance, helping you shape and strengthen your future plans. 

Who Should Attend?

This event is ideal for any tourism business looking to refresh their visitor experience, increase visitor value or yield, and strengthen sustainability and resilience. It’s relevant for businesses at all stages, from new ventures to well-established operations. 

Register Now

Secure your place and start building a stronger, more resilient 2026.