Tourism Northern Ireland’s new draft Corporate Plan put out to public consultation

The draft plan, the first to be issued since the restoration of the Northern Ireland Assembly, the appointment of a Minister for the Economy and the recovery from the Covid-19

pandemic, outlines actions aimed at fulfilling the potential of the region’s tourism industry. 

The draft plan has been developed following the recent publication of the Department for the Economy’s Tourism Vision & Action Plan: 10-Year Plan.

The strategy, which recognises the important contribution the tourism sector makes to the Northern Ireland economy, has set a goal of increasing tourism expenditure from overnight visitors to £2 billion by 2035, up from £1.2 billion in 2023. 

Tourism NI’s draft Corporate Plan sets out how it plans to make that goal a reality, through playing a key role in supporting the tourism industry succeed in a highly competitive global market. 

Actions include supporting tourism businesses to become more innovative, more sustainable and increase productivity, the development of award-winning marketing and promotional campaigns on the island of Ireland and supporting the work of Tourism Ireland overseas.  

Tourism NI also plans to continue to work closely with local councils to support the delivery of tourism-led regeneration projects within the City and Growth Deals Programme.  

These projects are central to the ambition to increase visitor numbers to the north, encouraging travellers to stay longer, travel further and make a greater contribution to local communities. 

Ellvena Graham, Chair of the Tourism NI Board, said: “Tourism NI is delighted to put our Corporate Plan for 2025/28 out for public consultation. 

“At a time when public sector finances are very challenged, and likely to remain so, it is more important than ever that we work in collaboration with our many partners to make best use of our collective resources and deliver on the potential of our tourism industry. 

“Northern Ireland has a unique story to tell through our authentic experiences, landscape, heritage and culture and our welcoming people. Our new draft Corporate Plan aligns with the 10-year Vision and Action Plan, making its goals achievable while our industry thrives, giving visitors’ experiences they will never forget.

“I would encourage stakeholders, tourism businesses and all interested parties to give us their feedback on the draft Corporate Plan.” 

Tourism NI’s Draft Corporate Plan 2025/28, which will remain open for consultation until 5pm on Wednesday, October 22, is available at tourismni.com/draftcorporateplan.