3 Feb 2026
Luxury Tourism Experience Workshop
Tourism NI invites established tourism experience businesses to a one-day workshop on 3rd February 2026 designed to enhance offerings for the high-end luxury market.
Led by luxury experts Fiona Herald and Grainne O’Malley, the session will provide practical tools, insights, and tailored feedback to help businesses develop, refine, and market luxury experiences.
Unlocking Your Potential
Luxury travellers seek unique, exclusive and meaningful experiences, and Northern Ireland has an opportunity to capitalise on the growing demand while supporting the £2 billion tourism goal by 2035 set within the national tourism strategy. Tourism NI’s Draft Corporate Plan 25/28 calls out the luxury market, one that can be developed in collaboration with luxury accommodation and experience operators.
Tailored for experience operators who have business strategies that engage with the luxury market and that promote high value luxury offerings. Learning outcomes include:
- Understanding the needs and expectations of the luxury market
- Practical guidance and support to design/craft unique, high-value experiences
- Gain confidence in pricing, narrative, and personalisation of product offerings
- Understanding routes to market and the rules of engagement
- Receive peer and expert feedback, plus tailored action plan development.
Is my business the right fit?
This opportunity will be available for up to six businesses. Expressions of interest are welcomed from established tourism experience operators who are:
- Established experience providers (3+ years) targeting international visitors.
- Operators with a luxury experience in development or pilot phase.
- Capable of delivering a market-ready luxury experience by June 2026.
- Committed to running experiences at least monthly and scaling their offering.
- Have a willingness to invest resources to implement recommendations.
Your invitation
Expressions of interest will be used to shortlist participants and tailor the workshop content. If demand exceeds availability, priority will be given to businesses that:
- Have participated in B2B sales workshops
- Are part of Tourism NI’s Embrace a Giant Spirit Experience Portfolio
- Track record in international engagement
- Have not previously joined a Tourism NI luxury programme
Spaces are limited, so please register only if fully committed. Each confirmed place is a dedicated investment by Tourism NI. Failure to attend may affect eligibility for future opportunities.
The 1-day workshop will be held on Tuesday 3rd February 2026 | Location: Belfast |
To apply please complete the Expression of Interest Form by Tuesday 16th December 2025.