Step 1: Checking Your Foundations

Building a domestic, regional and eventually an international reputation and customer base requires strong business foundations as well as a great idea that will motivate your target visitors.
 
Your idea, and your business, should align with the Embrace a Giant Spirit tourism brand for Northern Ireland.

Does your business have strong foundations?

Exercise 1A

Before you start working through this toolkit, take stock of where your business is now, using this checklist.

When you have each of these, it may be time to think of stepping up to bigger markets. At that point, this toolkit will help you.

If you don't have these, your first steps should focus on filling the gaps.

Can you Embrace a Giant Spirit?

Exercise 1B

The Northern Ireland - Embrace a Giant Spirit brand creates excellent opportunities for innovative and committed outdoor and activity businesses and makes this a great time to step into tourism. 

We know that the brand makes a great impact. When tested with our key markets, it increased likelihood to visit Northern Ireland by 30%.

Northern Ireland –Embrace a Giant Spirit identifies four inspirers which can help Northern Ireland stand out:

These can inspire visitors, help them enjoy their time here and leave them with lasting memories. They should be the touch points of your experience. The fourth inspirer, land, water and sea is particularly relevant for most outdoor experiences.

It is important to check that your business aligns with the Northern Ireland – Embrace a Giant Spirit brand even if it was established before 2019 when the brand was launched.

Find out more about each of the four inspirers which can help Northern Ireland stand out:

Big Hearted

Big-hearted experiences help visitors to meet the people of Northern Ireland. This means the warm Northern Ireland approach to visitors should be front and centre of every aspect of your experience. Big-hearted is an important inspirer.

Does, or could, your tourism offer include: Giving a big hearted, inclusive welcome to all visitors? Meeting warm, generous local guides who will go the extra mile for visitors? Inviting visitors into the heart of our communities to attend outdoor events and activities?

 

Original

Northern Ireland needs tourism experiences that are unique and compelling so we can stand out. Although activities such as walking, paddleboarding, sea-fishing and other activities can be done in many places, it is our remarkable landscapes that make our outdoor experiences unique.

Does, or could, your tourism offer include: Sharing new and different experiences? Special access to wild places and landscapes? The opportunity to be surprised by the unexpected?

 

Legends and Stories

Our landscapes become more alive and resonant for visitors when we share the stories of people who have lived in them and shaped them. The best outdoor experiences draw on our great tradition of storytelling. See Exercise 3C for more detail on using stories in your outdoor experiences.

Does, or could, your tourism offer include: Connecting your outdoor activity to the ancient stories of Northern Ireland, our myths and folklore? Insights into the local people and way of life of the place, past and present?

 

Land, Water and Sea

Outdoor experiences are vital in helping visitors to connect more strongly with our landscapes and seascapes. They can include outdoor adventures, nature-watching, discovering local food or experiencing solitude, tranquillity and inspiration.

Does, or could, your tourism offer include: Close encounters with Northern Ireland’s landscapes? Outdoor adventures, where the senses are enlivened by the elements? Experiencing local food, meeting producers or seeing it made?

 

For more on how the Northern Ireland - Embrace a Giant Spirit  relates to outdoor activities see: Why We Embrace the Outdoors

For a more detailed approach to developing brand-aligned tourism offers see: Northern Ireland - Embrace a Giant Spirit Experience Development Toolkit