Tourism Ireland has launched details of its marketing strategy and plans to promote Northern Ireland (NI) overseas in 2023, at an event attended by hundreds of tourism industry leaders from across NI – including Fermanagh Lakeland Tourism, Think6 Marketing Solutions, Belmore Court & Motel, Lough Erne Resort and Belleek Pottery.

Tourism Ireland aims to rebuild revenue from overseas holidaymakers to pre-pandemic levels by attracting ‘value-adding tourists’ – visitors who stay longer, spend more in NI and the regions, and consider their impact on the environment – and by focusing on markets that deliver the greatest revenue.

This year, Tourism Ireland will roll out an extensive and targeted programme of activity, with a marketing budget of £70 million.

As well as focusing on the economic sustainability of the tourism industry, the body’s strategy also has social sustainability and environmental sustainability at its core.

Its new global campaign – Fill your heart with Ireland – was unveiled at the launch. The campaign is all about dialling up what differentiates NI and the island of Ireland from other destinations – communicated through various celebrities, who share what fills their hearts with Ireland.

The new campaign will go live from St. Patrick’s Day in the region’s top four tourism markets – Great Britain, the United States, Germany and France – and will then be rolled out in nine other important tourism markets around the world.

Niall Gibbons, Chief Executive of Tourism Ireland, said: “As we emerge from Covid-19, our priority for the year ahead is to drive the return of revenue from overseas holidaymakers to pre-pandemic levels, and to ensure that overseas tourism contributes to economic sustainability.

“In 2023, we will roll out an extensive and targeted programme of promotional activity around the globe.

“We are excited to unveil our new ‘Fill your heart with Ireland’ global campaign, which will highlight our rich and authentic experiences, breathtaking landscapes and, in particular, our warm welcome.”