Northern Ireland tourism could benefit from the outbreak of swine flu with more people spending cash on holidays at home, according to a consumer expert.

Dr Chris Strugnell, Senior Lecturer in Consumer Sciences at the University of Ulster, said while the travel and tourist industry will be hit by cancelled long haul flights and packages it could be productive for the local industry.

But he said that putting a successful marketing strategy in place now is key in order to attract tourists.

He added: “I think swine flu will have an affect on long haul tourism. A lot of Americans would come to the UK and Ireland because of the exchange rate.

“We would have got a lot of influx, but that (swine flu) will probably deter people travelling a long way because of the fear of flights.

“When you are in planes you tend to pick up coughs and colds anyway. On the up side I think a lot of local people will be inclined to stay at home and will probably boost tourism locally, from Irish people staying in Ireland and from GB those coming across on shorter crossings.”

Mr Strugnell said the information leaflets on swine flu which people will receive in the coming days will heighten awareness of it.

“I suspect people thinking about booking holidays further afield will probably not want to take the risk and might look for somewhere local,” he said.

“That’s where local industry — that is if they market themselves effectively — can benefit.

“I think people are also looking for value for money and together with a fear of picking up an infection it could boost business in Northern Ireland.”

A spokesman for the Northern Ireland Tourist Board (NITB) said it will continue to liaise with the Northern Ireland Assembly, its Departments and other agencies to monitor the outbreak.

“NITB does not intend, at present, to issue particular advice to actual or potential visitors to Northern Ireland on swine influenza,” the spokesman said.

“Northern Ireland has a strong reputation for its response to and management of previous threats and our visitors currently need have no concerns about their health and safety when travelling to and around Northern Ireland.”