6 Feb 2026

Innovate Tourism & Regional Business Clinic

Moments that Matter – Experience Ideation for 2026

Tourism NI welcomed Jacqueline McCann, Founder of Roll Innovation to this hands-on session as part of the launch of a series of regional roadshows taking place throughout February and March to support tourism businesses as they prepare for 2026. We were delighted to host the first sessions in this series at The Valley Hotel, Fivemiletown.  

This ideation workshop was designed for businesses who want to refresh or enhance their visitor experience but may be unsure where to focus. It encouraged you to step back from day-to-day operations and explore practical ways to improve both the visitor journey and behind-the-scenes delivery, with a clear focus on creating additional value for visitors in 2026. Businesses also could choose to draw inspiration from the recently launched Ireland’s Hidden Heartlands brand, using it as a tool for ideation and planning future experiences. 

What We Covered: 

• Light inspiration and context around changing visitor expectations 
  A guided ideation approach using the design-thinking tool “Moments That Matter” 

• Focusing on one key moment or stage in the visitor experience or delivery that has the greatest impact 

• Structured prompts to generate ideas that improve experience quality, reduce friction and enhance value 

• Small group discussion to build confidence, creativity and momentum 

Tourism NI Business Clinic  

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

Who Attended?

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

This event is being delivered as part of Tourism NI’s ongoing Tourism Enterprise Development (TED) Programme.