AQW 8716/22-27
Ms Claire Sugden
Independent
East Londonderry
Tabled Date: 12/03/2024
Answered On Date: 26/03/2024
Priority Written: No
Question:
To ask the Minister for the Economy to detail the work that has been undertaken to emphasise the north coast’s surfing conditions in attracting tourists to the area.
Answer:
Tourism NI (TNI) supports the development and promotion of surfing along the Causeway Coastal Route through Experience Development, Investment, Marketing Campaigns and International Media Visits. TNI provides assistance for tourism organisations to support them in creating experiences that embrace our giant spirit and stimulate demand for tourism in the North to the benefit of the wider economy. TNI is currently working with Alive Adventures Surf School in Portrush, to onboard the business to the destination brand and support its wider activities which include e-biking, to support year-round sustainability. Alive Adventures received a total investment of £132,341.79 from the Experience Development Programme 21/23 to fund activity equipment and the development of a safety briefing area. In 2023, TNI produced a new online toolkit for all outdoor activity business titled “Developing Experiences in the Outdoors”, which supports growth into new markets and encourages businesses to work in partnership to grow their destination. TNI's consumer website - discovernorthernireland.com provides a surf specific landing page, currently hosts tailored information about each of the following key surf providers: Long Line Surf School (Limavady), Troggs Surf School SUB6 Surf & SUP School, Portrush Surf School and Alive Adventures (all Portrush). In addition, in promotes many of the key surfing beaches which often provide information relating to existing surfing providers, facilities and services, and link to nearby attractions and accommodation. The website also promotes the wide range of water-based activity on the Causeway Coastal Route to compliment the surf offer for example Freedive NI, Revive North Coast, Active Adventures NI, Causeway Coasteering, Get up & Get on Paddleboarding and Eagle Divers NI. This content is often curated in partnership with Causeway Coast and Glens Borough Council. Each year, TNI work closely with Tourism Ireland to curate itineraries for International Media Visits. The itineraries are themed by interest area such as golf, culture arts and heritage etc The 2024 soft adventure programme includes a Causeway Coast surfing experience. TNI's Marketing Campaigns target consumers across Ireland, including TV, Broadcast Video On Demand, Radio, Press, Social & Digital, Email, PR and Influencer activity. Long Line Surf School is featured in the current 2024 Spring Campaign and are part of our Active Maximiser segment product offering, for which we commissioned photography last year. In addition to campaign activity, surf schools are featured seasonally i.e. inclusion in bank holiday bucket lists, activities for families etc. Similarly, TNI digital campaign promotes Long Line Surf School which has featured continuously at both Belfast Airports since Summer 2022.
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