February 2026


www.nitravelnews.com Tourism Ireland Unveil Details of 2026 Marketing Strategy


TRADE NEWS | 57


O’Leary and Kevin McCloud. New focus areas will include culinary tourism,


activity tourism, year-round


reasons to travel, as well as inspiration to explore from gateway cities to regions. Alice Mansergh, Chief Executive of


TOURISM Ireland has unveiled details of its marketing strategy and plans to promote Northern Ireland overseas in 2026, at an event attended by Economy Minister Dr Caoimhe Archibald and hundreds of tourism industry leaders from around Northern Ireland. Tourism Ireland envisages overseas tourism revenue to Northern Ireland can grow to £1.3 billion annually by 2035, with the right strategic supports. Northern Ireland welcomed over 945,000 overseas visitors in the first half of 2025, up +4% on the same period in 2024. In 2026, Tourism Ireland will undertake an extensive and targeted programme of promotional activity across 15 key overseas markets. Some highlights of the organisation’s priorities for the year


ahead include: Tourism Ireland will win visitors from diverse markets: deepening and defending tourism from the United States and GB, rolling out a new strategy to win more tourism from Mainland Europe, investing in growth markets such as Canada, as well as teeing up long-term partnerships in India and China.


Co-operative marketing campaigns


with air and sea carriers will drive visitor demand for strategic air and sea routes, delivering 15:1 return on investment. New broadcast TV and streaming shows supported by Tourism Ireland will air to millions of viewers around the world, including travel series starring Martin and Roman Kemp, Dermot


Tourism Ireland, highlighted, “Minister Caoimhe Archibald and hundreds of tourism industry leaders attended the launch of Tourism Ireland’s 2026 Marketing Plans in Belfast. “Tourism is a key indigenous industry, supporting jobs across regions and introducing around 2 million overseas visitors per year to all that Northern Ireland offers. Tourism Ireland is targeting overseas visitor spend to grow to £1.3 billion in Northern Ireland by 2035, supporting the Minister’s Tourism Vision & Action Plan." Mansergh continued, “While the world is uncertain right now,


consumers


overseas are looking for travel that allows them to explore and disconnect. Further adding that, “We’ll be championing Northern Ireland’s iconic landscapes, culture and history, from festivals and events to culinary tourism, using strategic marketing and partnerships to win visitors. “Healthy growth is growth from a range


of source markets; GB and the United States are fundamentally important for tourism to Northern Ireland and, in addition to our activities there, we’re rolling out a new strategy to win more visitors from Mainland Europe, we’re investing in growth markets like Canada and setting up impactful partnerships for the long term in China and India."


Stena Line Welcomes Latest Vessel to Belfast Harbour


STENA Connecta, purpose-built


commissioned by Stena Line for the Irish Sea has arrived in Belfast Harbour.


freight


the latest vessel


The vessel is due to go into commercial service on the Belfast-Heysham route on 23rd January 2026.


The ship joins its sister vessel Stena Futura which went into service on the Belfast-Heysham service in October 2025 and together they offer an additional 40% freight capacity on the trade route between Northern Ireland and Great Britain. Stena Connecta, like Stena


Futura, is a ‘New Max’ RoRo ship built for maximised freight capacity, with 2,848 lane metres across its 147-metre length. It uses a multi-hybrid propulsion system


battery power, methanol.


enabling


the use of biofuel,


and


Paul Grant, Stena Line Irish Sea North Trade Director, said: “Our significant investment in Stena Connecta and Stena Futura – more than £100m –


confidence in the continued growth of the Irish Sea region and our commitment to strengthening trade and


demonstrates our strong connectivity links.


“In 2025 our Heysham – Belfast freight service recorded its highest volumes in the last 5 years with 113,000 units being shipped. These vessels were commissioned in response to this increasing customer demand for increased freight capacity on this route.


“Customer feedback on the recent introduction of Stena Futura has been extremely positive, and I have no doubt Stena Connecta will be equally well received across our customer base.”


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