NI Overseas Engagement Programme 2025

This programme supports the attendance of established Northern Ireland (NI) activity and experience tourism businesses at Tourism Ireland (TI) led leisure events, where the industry partner is recruited via Tourism NI. The initiative is designed primarily to support small privately owned tourism businesses. 

Programme Aims

• To enable NI industry to fully engage with the TI overseas marketing programme including e.g. fairs, workshops, shows and sales missions
• To facilitate opportunities for NI tourism activity and experience providers to engage with TI led platforms overseas on a transparent and equitable basis

Objectives of the Programme

• Supporting the development of NI tourism businesses by enabling greater access to overseas markets
• Facilitating suitably qualified industry to undertake pro-active sales focused activity in key target markets
• To make it simpler for a broad range of overseas trade partners and consumers to access and purchase NI tourism product

Key Information 

• Suitably qualified businesses may apply from Monday, 7th of April 2025, subject to funds remaining
• Approved activities may take place from Monday, 7th of April 2025 and should be fully completed by Monday, 1st December 2025
• Up to 50% of total approved costs will be reimbursed by TI i.e. industry will be required to pay 50% of eligible costs
• Minimum amount of funding per application is £300 i.e. TI will not fund any activity that costs less than £600 with TI paying 50% = £300
• Maximum amount of funding by TI per application is £3,000 i.e. TI will refund 50% of eligible costs up to a maximum of £3,000
• Up to 3 fully completed separate applications may be considered per business per calendar year 

Eligibility Criteria

• This opportunity is open to NI activity and experience tourism businesses. Priority consideration will be given to participants in the Embrace a Giant Spirit Experience Portfolio who also meet the additional criteria as detailed. The initiative is primarily designed to support small privately owned tourism businesses attend TI led overseas events in 2025
• Applicant businesses must offer bookable/ saleable experiences that are available online to book directly
• Applicant businesses must be equipped to contract with tour operators and able to offer net/commissionable trade rates with sufficient capacity to facilitate groups or FIT visitors
• Applicants should also be focused on international markets with appropriate development/marketing plans in place
• This programme is not open to hotels or hotel groups, accommodation providers, or resorts
• The programme is not open to representative/ cluster groups, members of the ITOA, Destination Management Organisations, Local Authorities and or other publicly funded agencies/authorities’/ enterprises and business
• The programme is for the leisure market only and is not open for Business Tourism or MICE focused activities 

If you are unsure whether your business qualifies or not or have any further queries, please email Audrey O’Connor at eventsupport@tourismireland.com prior to applying. 

Next Steps

Please read the full details and guidelines on the NIOEP prior to submitting your application. ​Access the guidelines and application form here.​

The Business Solutions team offer support to access a range of overseas opportunities, for further details on current and forthcoming opportunities go to ​tourismni.com/international-trade-opportunities