Economy Minister Dr Caoimhe Archibald has endorsed a new 'Legenderry' visitor campaign that celebrates the city's energy, culture and memorable experiences, positioning Derry as a standout destination.

The initiative is designed to increase visitor numbers and help deliver long‑term economic growth across the wider North West.

Economy Minister Dr Caoimhe Archibald said: "This campaign supports tourism growth and strengthens confidence in Derry as a dynamic and welcoming city. By showcasing what the city has to offer, we are helping to drive economic activity in the North West and support wider regeneration ambitions, including the expansion of Ulster University's Magee campus." Developed by Tourism NI to attract visitors from both Northern Ireland and the Republic of Ireland, the campaign highlights Derry's flourishing food scene, lively nightlife, quality places to stay, distinctive outdoor pursuits, cultural attractions, iconic locations and warm hospitality.

The activity aligns with broader regeneration plans for L'Derry, including the expansion of Ulster University's Magee campus, recognising that a vibrant city environment underpins investment, opportunity and sustainable growth.

The campaign is the product of a strategic partnership between the Department for the Economy, Tourism Northern Ireland, Visit Derry, Derry City and Strabane District Council and Ulster University. It targets younger travellers and adult short‑break seekers, running across television, video‑on‑demand, radio, outdoor, digital and social platforms.