Northern Ireland - Embrace a Giant Spirit

The Northern Ireland Embrace a Giant Spirit brand reflects who we are. It encompasses that ‘can do’ attitude and the spirit of our communities pulling together and supporting each other through challenging times. It is based on what our visitors have fed back time and again, and encompasses our desire to share our country, culture and passion for life. The most important asset in our brand armoury is our people. That warmth of welcome and humour is integral to our brand promise.

Our new brand was launched to the world in November 2019 and now more than ever it will be fundamental to attracting visitors back to Northern Ireland. It will transform how prospective visitors think of our destination on the island of Ireland and internationally. Over the next ten years, the Embrace a Giant Spirit brand will benefit Northern Ireland, by once again:

• Increasing our domestic and international reputation as an attractive holiday destination
• Building the number of visitors who come here from international and local destinations
• Increasing the length of time visitors stay away from home
• Increasing the amount of money visitors spend
• Supporting the growth of our small, medium and larger sized tourism businesses

Northern Ireland – Embrace a Giant Spirit is a pledge to our visitors. It promises experiences that they recognise as distinctively Northern Irish and which communicate our giant spirit.

Our experiences must be creative, innovative and engaging and be able to delight and dazzle our visitors. Experiences need to have differentiation which in turn will help create stand- out in the marketplace. Living up to that promise will be a challenge to us all. Delivering world-class, well designed experiences that embody the brand across Northern Ireland will require a collaborative effort from across the tourism industry.

Embrace a Giant Spirit Guidelines: