Lyon leads the initiative to resume overseas tourism to Northern Ireland in 2022 at the world’s largest travel fair


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Economy Secretary Gordon Lyons attended the World Travel Market (WTM) in London today along with Tourism Ireland and 12 Northern Ireland tourism companies.


From left to right: Christopher Brooke, Vice Chairman, Tourism Ireland; Economy Secretary Gordon Lyons; Niall Gibbons, Chief Executive and Judith Cassidy, Deputy Manager GB, Tourism Ireland

WTM heralds the start of Northern Ireland’s overseas advertising campaign for the coming year. As we resume overseas travel, Northern Ireland’s presence in the World Travel Market is more important than ever this year. Every travel destination around the world has seen the effects of COVID-19 and is now seeking its part in the recovery. Northern Ireland therefore endeavors to attract the attention of the global media and travel professionals present.

This year, WTM is a hybrid event – the live event takes place between November 1st and 3rd over three days and the virtual meetings take place between November 8th and 9th. In total, around 25 Northern Irish tourism companies will hold key meetings with the UK and international tour operators to negotiate and exchange key contracts for 2022.

Economy Secretary Gordon Lyons said:

“I welcome the opportunity to be here in person at the World Travel Market in London. The scale of this important event on the tourism calendar made me realize the competition we will face as we continue on our path to lead the tourism sector back to the success it had before the pandemic. Our tourism and hospitality industries have been particularly hard hit by the pandemic and the necessary restrictions, but I am delighted that we have begun the journey to recovery and that travelers are returning to our shores.

“My department and I work closely with Tourism Ireland and Tourism Northern Ireland and have run extensive marketing campaigns over the past decade promoting Northern Ireland as an international travel destination. Northern Ireland has drawn the attention of the global travel industry with awards from Lonely Planet to National Geographic and we have hosted many major conferences, sports and cultural events. Most recently, I was pleased to hear that The Open will be returning to Portrush in 2025. With this positive news, I am confident that we will soon welcome the record visitor numbers of 2019. “

Tourism Ireland CEO Niall Gibbons said: As we resume overseas tourism, we are delighted to have Minister Lyons attend this week’s World Travel Market, the world’s largest travel show. Representing Northern Irish companies at WTM is extremely welcome – and essential in the highly competitive international market. Every travel destination around the world has seen the effects of COVID-19 and is now seeking its part in the recovery. Tourism Ireland’s goal is therefore to stand out from the crowd and attract the attention of the global media and travel professionals present.

“Tourism Ireland launched a £ 5m advertising program in the UK this fall, Highlighting Northern Ireland’s great cities, spectacular scenery and the many things to see and do. Our Green Button campaign is now running in the UK with an extensive program of action that will reach 46 million people and further raise awareness of Northern Ireland as a great getaway or vacation destination. “

Prior to COVID-19, outbound tourism provided approximately £ 566 million annually to the Northern Irish economy, helping to maintain valuable jobs in local communities.

Notes to the editors:

1. Caption. Left to right – Christopher Brooke, Vice Chairman, Tourism Ireland; Economy Secretary Gordon Lyons; Niall Gibbons, Chief Executive and Judith Cassidy, Deputy Manager GB, Tourism Ireland

2. Northern Ireland tourism companies on the Tourism Ireland booth at World Travel Market 2021 include:

  • Ards and North Down Borough Council
  • Andras Hotel Group
  • Historic Royal Palaces – Hillsborough Castle and Gardens
  • Tours to Lough Neagh
  • Mid and East Antrim Parish Council
  • Northern Ireland Live a Giant Spirit Experience
  • Titanic Belfast
  • Visit Armagh
  • Visit Belfast
  • Visit Causeway Coast & Glens
  • Visit Derry
  • Visit Morne

3. The department can take photos and video recordings at announcements and events to publicize its work. Photos, interviews, videos, or other recordings may be shared with media organizations for promotional purposes or used in promotional materials, including in publications, newspapers, magazines, other print media, on television, radio, and electronic media (including social media and the Internet). Photos and videos are also stored in the department’s internal document management system. The department will keep the photos and records no longer than is necessary for the purposes for which they were obtained. You can find the department’s data protection declaration on our website

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5. For media inquiries, contact the Press Office of the Economic Department at [email protected].

6. The Executive Information Service operates a service outside of business hours only for media inquiries Monday to Friday between 6:00 p.m. and 8:00 a.m. as well as on weekends and public holidays. The press officer on duty can be reached on 028 9037 8110.

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