Tourism Northern Ireland has introduced a dynamic series of initiatives aimed at stimulating demand for local tourism businesses ahead of the peak summer season.

With ongoing economic uncertainty affecting operating costs and international travel, Tourism NI is capitalizing on the opportunity to capture regional demand by launching a Business Resilience Programme alongside a vibrant summer marketing campaign. This combined activity will offer the industry access to financial expertise to help manage costs, while simultaneously deploying a strong destination marketing campaign to motivate visitors to book summer breaks in Northern Ireland.

The newly established Business Resilience Programme provides tourism enterprises with independent, expert financial guidance to thoroughly evaluate cost centres and establish long-term financial stability. Participating businesses will receive a bespoke 'Financial Health Check' action plan, direct access to a financial specialist to identify and resolve cost concerns, and three hours of one-to-one mentoring.

Running throughout June across the island of Ireland, the summer marketing campaign is designed to drive demand for days out and short breaks. The campaign will highlight a diverse array of experiences, attractions, and events, alongside inspiring accommodation options. It will emphasise the value, ease, and quality of local experiences to encourage spontaneous trips and planned escapes. This multi-channel promotional activity will span paid, owned, and earned platforms—including digital, social media, and PR—and will be supported by more than 100 specific industry offers. Upon completion, the campaign is projected to deliver 6.3 million impacts, 20 million digital impressions, and a PR reach of 70,000 across Northern Ireland and the Republic of Ireland.

Additional resources available to businesses include a series of 'Leaner and Greener' quick-download guides. Developed by Tourism NI, these guides are designed to help businesses audit, benchmark, and monitor their waste, water, energy, and food waste management efforts to reduce outgoings. Operators can also access a selection of Tourism NI webinars on the agency's YouTube channel, covering financial management topics such as Taking control of your business finances', How to organise your business taxes', and `How to fund your business'.

Maria McAlister, Interim Head of Experience and Industry Development at Tourism NI, stated: "Tourism NI fully understands the current challenging operating conditions facing businesses.

"Our specially designed Business Resilience Programme allows businesses free access to a financial expert who will work with them to identify and manage cost centres, building long term business resilience.

"On the other hand, our summer marketing campaign will drive summer bookings from visitors ready to explore our landscapes, attractions, events and experiences."