Tourism Northern Ireland has launched an exciting new programme of business opportunities to help the tourism sector supercharge their offering this Spring.
From an AI-themed webinar series and a Marketing Masterclass to Luxury Tourism Experience workshop, the programme includes 10 in-person and online events, which are taking place across eight locations.
The Spring support programme will kick off on January 15 with a `Transform Your Analytics with AI – From Data to Decisions’ webinar. A second instalment - `AI for Accessibility – Opening Tourism to Everyone’ – in this series will then take place on February 10.
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On January 29, there will be a Sustainability Storytelling webinar while, on February 3, during a Marketing Masterclass event at the Crowne Plaza in Belfast, businesses will hear from the expert marketing agencies who plan and create Tourism NI’s award-winning marketing campaigns. Industry will also learn how they can get involved in the campaigns.
Those attending will also hear directly from members of the Tourism NI marketing team about year-round promotional opportunities and practical ways to maximise visibility.
Also on February 3, a Luxury Tourism Experience Workshop will show tourism businesses how to enhance their high-end market offerings.
Led by luxury experts Fiona Herald and Grainne O’Malley, the session will provide practical tools, insights, and tailored feedback to help businesses develop, refine, and market luxury experiences.
During February and March, Tourism NI will deliver a series of Regional Roadshows which will be a combination of its popular Innovate Tourism workshops - in partnership with Innovate NI – as well as a new addition, Regional Business Clinics.
These will give local industry the opportunity to have direct one-to-one appointments with Tourism NI teams to get advice and support in areas including marketing, events, e-learning and getting certified and graded.
The first two sessions, which will take place on February 6 at The Valley Hotel in Fivemiletown and on February 11 at The Stormont Hotel in Belfast, will help businesses enhance competitiveness and market appeal to visitors.
Further sessions in March with Innovate NI will focus on enhancing competitiveness and market appeal to visitors
In addition, Tourism NI’s flagship `Meet the Buyer’ event will take place at ICC Belfast on March 26 and 27.
The event will provide tourism businesses with an excellent opportunity to both connect with international buyers from Northern Ireland’s key markets and showcase their products and offerings to secure contracts for 2026/27.
Eimear Callaghan, Head of Experience & Industry Development at Tourism Northern Ireland, said: “Tourism NI is committed to providing strategic business support programmes to ensure the tourism industry is best placed to thrive in 2026.
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“Our Spring programme provides tailored support in crucial areas for tourism businesses - from innovating their visitor offering, to harnessing the power of AI as well as driving much needed business to their doors through effective marketing.
“The programme will add value and impact where our industry needs it most to succeed in 2026. We are also looking forward to meeting tourism businesses across the north, reflecting the regional spread of the sector.”
She added: “Additionally, on an ongoing basis, our successful tourism careers programme Make it Here is continuing while our dynamic e-learning platform `MyTourismNI’ has courses on offer to help businesses enhance marketing, digital operations and their sustainability offering”. Further information about the Spring programme is available at Tourism Enterprise Development Programme
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