TNI’s Industry Barometer Survey

Tourism Northern Ireland commissioned a survey in June with Northern Ireland’s tourism industry to monitor 2025 year-to-date (Jan–June) business performance, including outlook for the summer period, as well as causes of concern and reasons to be optimistic. The research indicates:

Generally positive industry performance during January to June 2025 for the closer to home and international markets

The majority of businesses reported turnover exceeding (40%) or similar to (33%) January- June 2024 levels.
A significant proportion of businesses reported growth across the NI domestic, GB and ROI markets, although a minority of under three in ten experienced a decline in visitor volumes from these key markets compared with January–June 2024.
Almost three quarters of businesses have seen international visitor volumes either exceed or match 2024 volumes, with approximately one-quarter reporting a decline on the previous January-June 2024 period.

Business outlook for the summer months is largely favourable

Expectations regarding the volume of business for the summer period (July-September 2025) are largely positive, with the majority of businesses anticipating higher (42%) or similar (33%) levels compared with the same period in 2024. Just over one quarter (26%) expect business volumes to be below last year’s summer performance levels.

Operating environment remains challenging across all key sectors

Significant levels of concern continue to prevail regarding the on-going impact of reduced consumer disposable income and general operating costs, with the high price of energy and insurance also highlighted. Increased competition was a concern for almost a quarter of businesses.
In response to rising operating costs and prevailing cost-of-living pressures, four in ten businesses indicated that they had raised or were raising their prices ‘slightly’, with a minority (2%) reporting ‘significant’ price increases.

Staff recruitment issues continue

Close to three in ten businesses employing staff highlighted difficulties in relation to staff recruitment. Higher rates of pay were most likely to be identified as the issue affecting future staff recruitment and costs.

Reasons to be optimistic

Despite the concerns expressed regarding the challenges ahead, the majority of businesses remain confident that they will maintain overall business profitability for the remainder of the year.
The continued success of repeat visitors, a strong domestic market and the positive impact of local festivals and events were most likely to be highlighted as reasons to be positive for the remainder of the year.