Ards and North Down Tourism Team Attend Tourism Ireland 2026 Marketing Plans Launch in Belfast

22nd January 2026

Representatives from Ards and North Down Borough Council were among the tourism stakeholders who attended Tourism Ireland’s launch of its 2026 Marketing Plans, held in Belfast on 21 January 2026. The event brought together hundreds of tourism industry leaders from across Northern Ireland to hear details of Tourism Ireland’s strategic priorities for promoting the region overseas in the year ahead.

The launch was hosted at ICC Belfast and attended by Northern Ireland Economy Minister Dr Caoimhe Archibald, alongside Tourism Ireland’s senior leadership, including Chief Executive Alice Mansergh and Chairman Christopher Brooke.

Focus on Growing Overseas Tourism Revenue

During the event, Tourism Ireland outlined its ambition to grow overseas tourism revenue in Northern Ireland to £1.3 billion annually by 2035, supported by sustained and targeted international marketing activity. Figures presented highlighted that Northern Ireland welcomed more than 945,000 overseas visitors in the first half of 2025, an increase of 4% compared to the same period in 2024. 

For 2026, Tourism Ireland will deliver a comprehensive promotional programme across 15 key overseas markets, with a continued focus on the United States and Great Britain, increased activity in mainland Europe, and investment in growth and emerging markets including Canada, India and China.

Opportunities for Regional Destinations

Attendance at the event provided Ards and North Down Borough Council with valuable insights into Tourism Ireland’s international marketing activity and opportunities for local destinations and tourism businesses to align with upcoming campaigns.

Key focus areas for 2026 include:

• Cooperative marketing with air and sea carriers to support strategic routes
• Increased use of broadcast television, streaming services, digital and social media
• Growth themes such as culinary tourism, activity‑based experiences, and year‑round travel
• Encouraging visitors to explore beyond gateway cities into regional destinations 

These priorities align strongly with the offer across the Ards and North Down area, including coastal experiences, outdoor activities, food and drink, heritage and culture.

New Global Advertising Campaign

At the Belfast launch, Tourism Ireland also unveiled its new global advertising campaign, “Ireland Goes Beyond”, designed to inspire potential visitors by showcasing authentic, memorable experiences and strong connections with people and place across the island. The campaign will roll out across international markets throughout 2026. 

Speaking at the event, Economy Minister Dr Caoimhe Archibald emphasised the economic importance of tourism, noting that the sector generated £633 million for the Northern Ireland economy last year and supports around 70,000 jobs, many of them located outside Belfast. 

Strengthening Industry Collaboration

By attending the launch, Ards and North Down Borough Council demonstrated its ongoing commitment to working in partnership with Tourism Ireland and industry stakeholders to support sustainable tourism growth and to maximise international exposure for the borough as part of Northern Ireland’s wider tourism offering.