Business news

Tourism Ireland launches 2025 marketing plans

Posted By:
Tourism Ireland

21st Jan 2025

Tourism Ireland has launched details of its marketing strategy and plans to promote Northern Ireland overseas in 2025, at an event attended by Economy Minister Conor Murphy and hundreds of tourism industry leaders from around Northern Ireland.

Tourism Ireland is targeting average growth of +6.5% in overseas tourism revenue for Northern Ireland each year to 2030 – growing revenue to around £1.3 billion per year by 2035 i.e., around 2X the revenue generated by overseas tourism in 2023.

In 2025, Tourism Ireland will roll out an extensive and targeted programme of activity benefiting regions across Northern Ireland and the island of Ireland. Given that sustainable development remains at the core of Tourism Ireland’s plans for the year ahead, there will be continued focus on attracting tourists who have ‘value adding tourism traits’ – people who are likely to see more, do more, enjoy more and therefore spend more when they visit.

New for 2025 is ‘Slow Tourism Month’. Tourism Ireland will enable more exploration, with trip ideas that allow for dwell time in communities and scenery and that can be enjoyed using sustainable modes of transport, winning overnight stays across regions.

Tourism Ireland will also unveil a new global advertising campaign across 13+ overseas markets this year. The organisation will refresh and build on the strong foundations of its ‘Fill your heart with Ireland’ campaign featuring two of the Derry Girls – to make the island of Ireland stand out as a ‘bucket list’ destination.