Northern Ireland’s tourism sector is on the brink of transformative change with the unveiling of an ambitious plan to nearly double its size by 2035. Economy Minister Conor Murphy has laid out a blueprint that aims to generate over £2 billion in revenue from overnight visitors within the next decade, a significant leap from the record £1.2 billion achieved in 2023. The plan, described as “ambitious but achievable,” is centered on sustainability, regional development, and economic vitality.
A cornerstone of the strategy is tackling the potential impacts of the UK government’s Electronic Travel Authorisation (ETA) scheme. Minister Murphy has voiced strong opposition to the ETA, warning of its potentially “devastating” effect on Northern Ireland’s tourism. The scheme, which mandates a £10 fee for visitors from 48 countries without a full UK visa, could deter travelers, particularly those from the Republic of Ireland.
Murphy has pressed Westminster to exempt Northern Ireland from the ETA scheme, emphasizing the unique position of the region. The plan sets a three-year timeline to find a resolution, aiming to safeguard the seamless cross-border travel that has long benefited Northern Ireland’s tourism industry.
The Tourism Partnership Board has identified 17 key objectives to drive growth and innovation in the sector. Among these are:
Regional Balance and Accommodation Expansion: Ensuring an adequate mix and scale of tourist accommodations across Northern Ireland to meet the demands of a growing visitor base.
Marketing the Island as a Single Destination: Promoting a cohesive tourism experience that highlights both Northern Ireland and the Republic of Ireland, leveraging the island’s shared cultural and historical heritage.
Peace Tourism Development: Creating experiences that celebrate Northern Ireland’s journey toward peace, appealing to international visitors seeking meaningful and educational travel.
Sustainability and Carbon Reduction: Introducing practices that lower carbon emissions, aligning with global sustainability goals.
Additional initiatives include restoring funding to Tourism Ireland, introducing an aviation policy to improve connectivity, and collaborating with sea carriers and cruise operators to increase the economic impact of visitors.
Local stakeholders have expressed cautious optimism about the plan. Chris and Krissi Rochelle, owners of Hillside Luxury Bed and Breakfast in Ballycastle, acknowledged concerns over the ETA scheme but welcomed the potential benefits of the government’s strategy. “It will be great as long as we get a good summer,” Chris remarked, highlighting the importance of favorable weather conditions for tourism.
Colin Neill, Chief Executive of Hospitality Ulster, has called for further measures, particularly in addressing VAT disparities. With the Republic of Ireland signaling its intent to lower the VAT rate for food-based hospitality to 9%, Northern Ireland’s current 20% rate places it at a competitive disadvantage. Neill urged the government to “recognize the special circumstances under which we operate” and advocate for change at Westminster.
Tourism Ireland and Tourism NI have expressed strong support for the minister’s vision. Alice Mansergh, Chief Executive of Tourism Ireland, emphasized the collaborative nature of the plan, stating, “Today’s announcement sets out clear actions that we’ll be working on with partners.”
John McGrillen, Chief Executive of Tourism NI, echoed this sentiment, noting that the targets are achievable and align with the organization’s ambition to create a sustainable and innovative tourism industry. The plan, he said, “helps provide a sustainable future for communities across the whole of the region.”
The economy minister’s ambitious plan is more than a roadmap for growth it is a call to action for stakeholders across the tourism sector. By addressing challenges such as the ETA scheme and VAT disparities while promoting sustainability and regional equity, Northern Ireland is poised to secure a thriving future for its tourism industry. If successfully implemented, this vision could transform the region into a premier destination, showcasing its rich heritage, vibrant culture, and breathtaking landscapes to the world.
