In the last quarter of 2024, the Northern Ireland Executive published its draft Programme for Government (PfG). In the third part of a short series that will look at what the PfG means for a number of our most important sectors, Confluence Consulting MD Simon Hamilton shares some of his thoughts on what the PfG means for Northern Ireland’s tourism sector:
From fresh beginnings to future growth
A week after the NI Executive published its draft Programme for Government, many of the world’s top golfers assembled in County Down to compete in the Irish Open. It was, I felt, one of those occasions when, not for the first time, what was happening well beyond the corridors of power in Stormont nicely dovetailed with political progress here.
Years ago, I recall hearing a commentator on BBC Radio 5 Live declare emphatically that the Open would never return to Northern Ireland. Yes, we had great courses and were home to some of the best golfers on the planet, but there was, they said, the risk of civil unrest and the infrastructure wasn’t good enough. After a 58-year hiatus, the Open returned to Royal Portrush in 2019 and will be back there again later this year.
Other parts of the UK and Ireland are well accustomed to hosting global sporting events. In Northern Ireland, they retain a certain freshness and newness. Similarly, some places take a successful tourism sector for granted. Not so here. We are still getting used to seeing cruise ships dock in Belfast and open top bus tours that are commonplace in other cities. The fact that people are visiting our region in record numbers means something much more here because we can remember a time in the not too distant past when we weren’t on anyone’s ‘must visit’ list.
The draft Programme for Government acknowledges this unique journey and emphasises the potential for tourism to become a larger, more integral part of Northern Ireland’s economy, making a contribution akin to that in the likes of Scotland and Ireland. Here are five key points from the Programme that outline how the Executive intends to nurture and grow the tourism sector.
Showcasing Northern Ireland as a Tourism Destination
The Executive’s draft Programme for Government sets out an ambitious vision to establish Northern Ireland as a top global tourism destination. This means promoting our unique cultural, historical and natural assets in a way that resonates on the world stage. The development of a Tourism Strategic Action Plan will help guide this effort, bringing international visitors to explore the beauty of places like the Causeway Coast, the Mourne Mountains and the vibrancy of cities like Belfast and Derry. It’s a plan that signals to the world that Northern Ireland is not just open for business but ready to compete with the best destinations globally.
Driving Regional Economic Balance Through Tourism
The Executive recognises that tourism can play a vital role in creating economic opportunities across Northern Ireland’s regions, not just in Belfast. The draft Programme for Government proposes a Sub-Regional Economic Action Plan designed to encourage collaboration with Councils and local partners. This plan aims to bring tourism-driven regeneration to areas that may have traditionally not seen the same scale of benefit as elsewhere. With this focus, tourism will act as a vehicle for economic balance, ensuring that all parts of Northern Ireland can reap the benefits of a thriving tourism sector.
Investing in Tourism Infrastructure
A strong tourism industry requires robust infrastructure to support it. Enhanced transport links – roads, rail, sea and air – are essential for moving visitors comfortably into and around the region. Translink’s ability to offer an hourly Enterprise service to and from Dublin is one great example of this. By prioritising infrastructure, Northern Ireland can accommodate larger numbers of visitors, extend stays and improve the overall visitor experience. These kinds of upgrades will ensure that the beauty of our attractions is matched by ease of access, making Northern Ireland even more appealing to tourists.
Ensuring Environmental Sustainability in Tourism
Sustainability is increasingly important in global tourism and Northern Ireland is increasingly committed to a sustainable tourism future. The draft Programme for Government aligns with this trend by promoting environmentally responsible practices within the sector. Visit Belfast have been doing some great work on this front with the city recently recognised as the most sustainable visitor destination in the UK and Ireland. The focus on sustainability is crucial for a region that relies on its natural landscapes to attract visitors, and it ensures that we can continue to welcome tourists without compromising the very things that make Northern Ireland a unique destination.
Embracing All-Island Tourism Potential?
Whilst not in the draft Programme for Government itself, on the same day the PfG was published, the Department for the Economy released its 2024/25 Action Plan. Within it was a commitment to “Maximise the opportunities to promote all-island tourism, and encourage further economic growth, by extending Failte Ireland’s regional branding into the North”. However logical, sensible and potentially successful it might seem to extend the Wild Atlantic Way to include the north coast, we can’t ignore the political, and indeed administrative, sensitives that such a move would entail. The then Minister has signalled his preferred direction of travel, but it remains to be seen if others at Stormont will follow.
