Tourism NI rolls out high-impact summer support package for industry

Photo  (L-R): Heather Stewart, General Manager of The Marcus Portrush, Maria McAlister, Interim Head of Experience and Industry Development at Tourism NI and Hanno Windisch, from Freedive Northern Ireland, launch Tourism NI’s summer programme of support for industry

With ongoing economic uncertainty impacting costs and international travel, there is a growing opportunity to capture demand closer to home.

In response to this, Tourism NI has launched a Business Resilience Programme alongside a vibrant summer marketing campaign.

The enhanced activity will provide industry with access to financial expertise to manage costs as well as benefit from a strong destination marketing campaign, which will motivate visitors to book a break in Northern Ireland this summer. 

The Business Resilience Programme is designed to offer tourism businesses independent expert financial guidance to fully interrogate cost centres and build long-term financial resilience.

The Programme will provide direct access to a financial expert to identify and remedy cost concerns with businesses taking part receiving a `Financial Health Check’ - a bespoke action plan – as well as three hours of individual mentoring.

The summer marketing campaign, which will run during June across the island of Ireland, aims to drive demand for short breaks and days out over the summer.

This campaign will showcase a broad range of attractions, experiences and events, alongside inspiring ideas on where to stay while highlighting the ease, value and quality of experiences available locally, encouraging visitors to choose Northern Ireland for spontaneous trips and planned escapes this summer.

This cross-segment activity will span paid, owned and earned channels, including digital, social and PR. The activity will be supported by over 100 industry offers.

On completion, the campaign will have delivered 6.3 million impacts, 20 million digital impressions and will have achieved a PR reach of 70,000 across Northern Ireland and RoI.

Other supports on offer include access to a series of Leaner and Greener quick download guide which have been developed by Tourism NI to help businesses audit, benchmark and monitor their waste, water, and energy and food waste management efforts to help reduce costs.   

Businesses can also watch a series of Tourism NI webinars covering topics including `Taking control of your business finances’, `How to organise your business taxes’ and `How to fund your business’. 

These can be accessed at Tourism NI’s You Tube Channel.

Maria McAlister, Interim Head of Experience and Industry Development at Tourism NI, said: “Tourism NI fully understands the current challenging operating conditions facing businesses.

“Our specially designed Business Resilience Programme allows businesses free access to a financial expert who will work with them to identify and manage cost centres, building long term business resilience.

“On the other hand, our summer marketing campaign will drive summer bookings from visitors ready to explore our landscapes, attractions, events and experiences.”