AQW 10699/22-27

Mr Stephen Dunne
Democratic Unionist Party
North Down

Tabled Date: 23/04/2024
Answered On Date: 02/05/2024
Priority Written: No

Question:
To ask the Minister for the Economy what action his Department is taking to promote the North Down coastal path as part of Northern Ireland’s tourist offering.

Answer:

Tourism NI (TNI) has regularly promoted North Down as a region through its seasonal marketing campaigns, targeted at specific market segments based on extensive research. One of the most recent pieces of promotional activity was the launch of a major Spring advertising campaign on 22 January 2024 which ran until 31 March.

The campaign featured TV, radio, press, press supplements, outdoor, social and digital advertising, all underpinned by a comprehensive PR strategy. Planning is in train for the next campaign due to take place in autumn, and with regional balance one of TNI’s key priorities, North Down will again be featured.

TNI also works with its partner Tourism Ireland (TI) to host international media, with North Down featuring regularly in many media itineraries. The North Down Coastal path was featured in the itinerary of a recent media fam trip in February 2024, undertaken by the ‘Curious Pixie’, a GB travel influencer whose website and content are viewed in over 120 countries.

TNI has an ongoing programme of PR activity, with tourism businesses and visitor experiences from North Down regularly featuring in PR content, media trips, and commissioned TV programmes on Virgin Media TV. One recent example an Irish Times article commissioned by TNI, called ‘Leap into a romantic getaway in Northern Ireland’. The North Down Coastal Path was specifically mentioned as a ‘must see’ place to visit.

TNI also works closely with the tourism industry in North Down and across the North to support the development of engaging and immersive tourism experiences.