Belfast Telegraph

Domestic holidays continue to increase in popularity

Northern Ireland tourism figures are continuing to rise, with local residents spending more on holidays at home in the early months of 2010.

As it launched its £1.4m summer campaign, the Northern Ireland Tourist Board (NITB) said the summer months should see a record number of domestic short breaks taken within the province, as well as an unprecedented number of visitors from the Republic.

Last year, the total number of holiday makers from the Republic increased by 37% year on year, while the number of Northern Ireland residents choosing to holiday at home increased by 32%.

This trend has continued into 2010, as figures for January and February show that the number of trips taken by Northern Ireland residents has increased by 44%, compared to the same period last year, doubling the total spend and generating an impressive £30m for the local economy.

NITB’s new summer campaign is the latest in its series of successful ‘Explore More’ marketing campaigns designed to encourage residents of Northern Ireland and the Republic to look no further than their own ‘doorstep’ when it comes to taking a short break.

The latest theme for this particular campaign is ‘Find Your Journey’, and runs until the end of August.

NITB destination marketing manager Ruth Burns said: “Early figures for 2010 show that visitor numbers from both markets are continuing to rise, and we expect our summer campaign to boost these numbers further.

“The campaign will be rolled out across Northern Ireland and the Republic to encourage people to visit different areas of Northern Ireland, stay longer than before, and take advantage of the huge range of things to see and do, as well as the great value that we can offer.”

Belfast Telegraph