Northern Ireland’s tourism industry has experienced a remarkable recovery, surpassing pre-pandemic levels in 2023. Official figures reveal that the region welcomed approximately 5.4 million visitors, generating a substantial £1.2 billion in revenue. This represents a significant increase compared to 2019, which saw 5.3 million trips and £1 billion in revenue.
The tourism sector, which faced significant challenges during the pandemic due to travel restrictions and public health measures, has demonstrated remarkable resilience. While the full impact of the pandemic on tourism statistics is difficult to assess due to data collection difficulties during that period, alternative data sources, such as cruise ship visits, indicate that the recovery was already underway by 2022 and continued robustly into 2023.
Businesses along the iconic North Coast, like The Salthouse Hotel, have reported sustained visitor numbers despite unfavorable weather conditions this summer. The Old Bushmills Distillery, a popular tourist attraction, recorded over 1,000 visitors per day, an increase of over 20% compared to the previous year. Master Distiller Colum Egan expressed his optimism for 2024, highlighting the positive turnout despite weather challenges.
Carl McGarrity, director of The Salthouse Hotel in Ballycastle, attributed the success to events like the Red Bull Cliff Diving Championship, which brought new visitors to the North Coast. He described the year as “absolutely fantastic,” with a significant influx of international tourists and visitors from the Republic of Ireland.
Looking ahead, hotels are already experiencing high demand for the upcoming Open Championship at Royal Portrush Golf Club in July 2024. McGarrity sees this event as a golden opportunity to showcase the region’s attractions to a global audience.
The latest figures also reveal a sustained increase in visitors from the Republic of Ireland, a trend that began during the pandemic when travel restrictions led more people to explore destinations north of the border. In 2019, there were 756,000 overnight trips from the Republic, which surged by 70% to 1.3 million in 2023.
John McGrillen, Chief Executive of Tourism NI, emphasized the need for continued investment to build upon this momentum. “We’ve conducted a strong marketing campaign that highlighted key messages: Northern Ireland is easy to reach, offers great value for money, and has plenty to do,” McGrillen said. “However, we can’t afford to be complacent. We must continue our efforts to ensure this market keeps growing.”
In 2023, domestic tourism (trips made by NI residents) was the largest segment of the market, accounting for 40% of overnight trips. Great Britain followed with 27%, the Republic of Ireland with 24%, and the rest of the world with 9%. Notably, although visitors from outside the UK and Ireland made up only 9% of the total, they accounted for 17% of tourism spending, highlighting their significant contribution to the sector’s growth.
A draft tourism strategy published last year emphasizes the importance of encouraging visitors to stay longer and spend more, rather than simply increasing visitor numbers. The strategy also acknowledges that key attractions, such as the Causeway Coastal Route, are nearing capacity during peak seasons, potentially leading to frustrated demand. Planned investments through city and growth deals are seen as opportunities to expand capacity and encourage visitors to explore other parts of Northern Ireland.
As Northern Ireland continues its recovery and growth as a tourist destination, the focus remains on sustainable growth and enhancing visitor experiences across the region.
