Tourism development
NITB’s Industry Development Programme 2010/11
by Robert Cully, NITB Director of Business Development
ourism offers a huge opportunity to generate growth and employment in our economy over the next ten years. The sector currently supports over 40,000 jobs, brings new facilities to the region and is a source of pride for the people of Northern Ireland.
T Following last yearʼs successful
Industry Development Programme of Events, the Northern Ireland Tourist Board is delighted to present the programme for 2010/11. The Next Level Programme aims to address gaps and opportunities in the tourism arena, invite motivational speakers and provide a range of exciting events covering relevant, up‑to‑date topics. NITB continues to work with the tourism industry throughout Northern Ireland, to ensure they are fully equipped for business on the global stage. Our commitment to the industry is underlined by ongoing consultation and awareness of what is needed most. The 2010/11 Programme of Events is tailored to suit these specific needs, taking into account the most up‑to‑date trends and insights. NITBʼs Industry Development Programme of Events will offer advice, information and support to tourism professionals at this time of huge potential. The programme for 2010/11 includes two masterclasses, eight business insights and a tourism conference as well as learning journeys and events specific to niche sectors within our industry. Designed with busy schedules in mind, these compact half‑day itineraries are perfect for busy professionals. The first business insight in the programme took place at the Radisson Blu in June, addressing PR and new media for the business tourism market. PR has a vital role to play in helping businesses build important relationships with new and existing clients. In this evolving digital age, NITB organised this insight to help the business tourism trade get to grips with existing and new technologies, from e‑ marketing to social networking.
Last year, over seven hundred members of the Northern Ireland tourism industry attended the ʻNext Levelʼ programme. Feedback from these events informed us that the industry wanted further motivational events that would continue to inspire, deliver knowledge and ʻknow‑howʼ supporting the development of Northern Ireland as a world‑class visitor destination.
How is tourism performing?
This past year has seen more challenging conditions for everyone in the industry, with the global economic climate resulting in a fall in numbers from a number of key markets. However, there have been some very encouraging statistics as domestic tourism figures increased significantly in 2009 and further grew in early 2010. Figures show that during 2009, the total number of trips taken by Northern Ireland residents at home grew by over one third (+34 per cent) compared to the previous year, driven by an increase in short breaks. This trend has continued into 2010, with the number of trips taken by Northern Ireland residents having increased by a massive 44 per cent when compared to January‑February 2009. As a result, the total spend for January and February has doubled, generating an impressive £30 million for the local economy.
2009 also saw holidaymakers from the Republic of Ireland increase by 37 per cent on the previous year producing a massive £36 million for the local economy. This provides a huge opportunity for the tourism market in Northern Ireland and it is essential that we keep this momentum going.
The strong performance by both markets has been boosted by the exchange rate but also by a greater awareness of things to see and do in Northern Ireland. These visitors are coming here in greater numbers, staying for longer and spending more.
With this strong profile from closer to home markets offering good prospects in the current climate. NITB urges everyone to seize their share of this £529 million industry. For further information, go to
www.nitb.com/visitorinspired.
NITB kicked off its 2010/11 Industry Development Programme of Events with a business insight addressing PR and new media. Attending the event were Alistair Turner, PR account director at Davies Tannerer, NITB board member Alistair McGowan and Catriona Lavery from Hastings Hotels.
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