A new tourism strategy aimed at turning Northern Ireland into an international region of economic, social and cultural importance, has been launched today.

'Tourism in Northern Ireland –a strategic framework for action 2004-2007', which was launched at the Hospitality Exchange conference in Belfast today by Economy Minister, Ian Pearson, aims to raise the international perception of Northern Ireland as well as attract more international visitors to the province.

“Tourism has the potential to play a significant part in the future growth in the Northern Ireland economy. I am confident that we have the capacity to deliver and market a world-class visitor experience and provide a high quality and competitive product within the context of the new strategic framework," the Minister said.

The Strategy centres on three key objectives – attracting visitors, enhancing business and communicating effectively. These are underpinned by a total of 10 action programmes which cover all aspects of the tourism sector.

The key strategic aims are:

• to grow tourism revenue by 9% per year
• to grow visitor numbers by 7% per year
• to continue to increase Northern Ireland’s share of visitors to the island of Ireland

Mr Pearson commended the Strategy to delegates, he said: “Without focus, our efforts will be dissipated and our success will be partial. To bring about this focus the Northern Ireland Tourist Board, assisted by an industry steering group, has developed a very practical and deliverable framework for action.

“The Strategy is not just a framework for NITB, but for everyone in the industry. It’s about sharing responsibility, sharing risk and sharing success. All players must engage to ensure its success and the challenge now for everyone in the industry is to turn Northern Ireland’s tourism potential into economic reality.”

(MB)