2022-2032 Vistitor Experience Development Plan

Underlying Principles As the destination seeks to establish its sustainability agenda it is important to consider the opportunities that this could present to positioning across all markets. It is a proposition of interest that is showing growth in all markets. Having a compelling sustainable proposition that is authentic and does not stray into ‘green-washing’ will provide future growth opportunities. USA In 2019, the Island of Ireland welcomed 1.7 million visitors from the United States (-4% on 2018), who spent €1.6/£1.4 billion during their time here (-2%). Of this there were 212,000 US visitors to NI (-11% on 2018), who spent £61 million. This market is driven by pre engagement online and personalised experiences. Culturally Curious is the core focus of attention for Tourism Ireland marketing activity. They are particularly warm towards the island of Ireland as a holiday destination, and outperform other segments on spend. While here, they are more likely to explore different regions and visit outside of the peak seasons. The secondary target is Social Energisers with significant latent potential. The US Social Energisers share similar motivations around landscape, heritage and culture with the Culturally Curious traveller. Opportunity also exists in USA markets to leverage niche products and experiences including Golf, Business Tourism, the Irish Diaspora and Scots-Irish. This requires all island itineraries and packaging. The City and Growth Deals investments will be a driver for USA markets in particular, delivering new tourism propositions of scale that will raise the international profile and appeal of NI as a destination. Under the Mid South West growth deal it is anticipated that a £20m investment will be delivered at the Ulster American Folk Park that will further strengthen diaspora connections. 3.8 Who are our visitors? 3.8.3 Out of state markets - Short term 37 Fermanagh Lakelands & Omagh and The Sperrins V I C E