Murphy launches plan for tourism expenditure to exceed £2 billion by 2035

The Tourism Vision & Action Plan: 10 Year Plan sets a Strategic Goal that tourism expenditure from our overnight visitors will exceed £2 billion by 2035.  Most recent annual tourism statistics show tourism expenditure for 2023 was at a record £1.2 billion.

The Minister launched the plan at the Titanic Quarter in Belfast that hosts one of the north's most visited attractions, Titanic Belfast and a Belfast Met campus where tourism students develop the skills for a future in the industry.

The Minister said: “My Tourism Vision and Action Plan sets out how we plan to create a thriving, sustainable tourism industry for the future, enriching local quality of life and creating a year-round destination, across the north, that will stand out in international markets.

“To drive our ambition for the next 10 years, I have set a Strategic Goal that the economic value of our tourism expenditure from overnight visitors will exceed £2 billion by 2035.  This is ambitious but achievable.”  

Actions to help deliver the goal include:-

• Restoring funding to Tourism Ireland to allow it to enhance the appeal and increase overseas tourism revenue to the north;
• Expanding our Visitor Experience portfolio through the development and promotion of Peace Tourism;
• Ensuring that there is an adequate mix and scale of tourist accommodation across the north which meets visitor expectations;
• Developing a long-term programme of events for the north;
• Extending Failte Ireland's regional experience brands into the north and building upon the success of the ‘Embrace a Giant Spirit’ brand;
• Improving our international connectivity by bringing forward an Aviation Policy;
• Continuing to press for a solution to the ETA scheme’s impact on the north;
• Delivering a bespoke Skills Action Plan to address skills gaps and improve career pathways; and
• Launching and delivering a robust sustainability recognition scheme.

The Minister continued: “I am indebted to the Tourism Partnership Board which has helped to identify 17 activities which are critical to achieving this ambition in a way that promotes regional balance, raises productivity, creates good jobs, and lowers carbon emissions.

“We have a unique story to tell – we are renowned for our authentic experiences, landscape, heritage and culture and our welcoming people.  This Vision and Action Plan aims to help our tourism industry thrive and give our visitors an experience they will never forget.”

Stephen McNally (Chair of the Tourism Partnership Board (TPB) said: “I am grateful to Minister Murphy for inviting me to steer the work of the TPB which has been most rewarding especially given the extensive breadth of industry experience across the group. Collaboration has been central to shaping this Vision. I am excited about the opportunities that implementing this Vision and Action Plan will present for ensuring long-term economic, social, and environmental benefits for future generations.”