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Discover the vital role of Northern Ireland and Republic of Ireland markets and learn how strategic planning can drive its growth and sustainability.
Tourism NI Marketing Campaign
Tourism Northern Ireland's Autumn Marketing Campaign launches in Northern Ireland and the Republic of Ireland on 28th September and runs until 9th November.
The campaign will focus on two priority segments, Open-Minded Explorers for ROI and Natural Quality Seekers for NI. Media channels will include TV, Broadcast Video On Demand, Radio, Outdoor, Press, Social & Digital, Email, PR and Influencer activity to encourage visitors to choose Northern Ireland this Autumn & Winter.
The activity will focus on driving demand for short breaks and days out across Autumn and Winter. With your support, this activity can work harder to earn attention and convert visitor interest into bookings.
Impacts:
- The Campaign will have an extensive reach of approximately 69% of adults across the Island of Ireland and generate 56.5 million impacts.
- In ROI, it will reach approximately 71% of adults and generate over 36 million impacts.
- In NI it will reach approximately 64% of adults and generate over 20.5 million impacts.
- From a digital perspective, the campaign is forecast to achieve over 60M Digital impressions, across Meta, YouTube, Display & Google Search Ads.
Market Focus
Republic of Ireland
Active Maximizers (33%):
- Seek great destinations
- Travelling as couples but also as young families - 57% will have young children
- Seeking energetic experiences and unpredictability
- Buzz and atmosphere seekers
- Quality of accommodation important
- Enjoy planning and like to have clear itineraries
- Short breaks important part of their lives
- Share their experiences onsocial channel
Demographics: Most likely 30-40, even gender split. Low spending. Likely to have younger children (under 16)
Estimated spend: £871
Indulgent Relaxers (11%):
- Intentionto visit in the short-term
- Looking to indulge and spend quality time with their partner
- Most likely segment to take a 'romantic' break as their next break.
- Nature lovers, enjoy the outdoors
- Interested in shopping opportunities
- Enjoy good food and music
- Seeking luxury accommodation, large comfortable rooms
- Not afraid to pay for quality if it's worth
- Short breaks important part of their lives
Demographics: Most likely 40-50, more likely to be female. ABC1, older kids.
Estimated spend: £1,013
Open Minded Explorers (15%):
- High medium-term intention to visit
- Nature lovers, enjoythe outdoors
- Quality of accommodation important, space and comfort
- Food very important and highly motivating for them
- Want to engage with local people
- Motivated by culture, food and unique experiences
- Planners - do a lot of research
- Conscious of value for money and, in particular, safety
Demographics: Older (45-54), more likely to be female. ABC1, older kids.
Estimated spend: £924
Northern Ireland
Aspiring Families (30%):
- Active families
- Strong family focus
- Activities very important (all types, variety of interests)
- Need activities to suit children/suit whole family
- Planners
- Pay attention to price, seeking value, bargain
Demographics: Most likely 35-44, evensocial class split, have younger children (under 16)
Estimated spend: £1,360
Natural Quality Seekers (15%):
- Quality of accommodation important
- Nature lovers, outdoors
- Sustainability important
- Enjoy planning, clear itineraries
- Short breaks important part of their lives
- Preference for gentle activities
Demographics: Older (av.age 55) more likelyto be male, ABC1, older kids
Estimated spend: £1,238
Social Instagrammers (15%):
- Buzz and atmosphere seekers
- Seeking nightlife, great pubs etc.
- More likely to use AirBnB
- Short breaks important part of life
- Want to broaden the mind
- Connectivity very important (Wifi, 4G)
- Getting a good deal and engaging in activities deemed more important than finding great accommodation
Demographics: Youngest segment, more likely to be female, Slight C2DE bias, Least likely to have kids
Estimated spend: £1,006
How to Get Involved
There are several ways your business can support and benefit from the campaign:
1. Be in market alongside us
Align your own marketing activity with the campaign period to help convert increased visitor interest into bookings and sales.
2. Use our Campaign Assets
Download our Autumn Campaign social media overlays and classified advertising templates, join our Autumn Webinar to learn more.
3. Submit an offer
Submit your offers online. When creating offers, please consider the campaign audience segments and ensure they are clear, compelling and easy for visitors to understand and book.
Offers should be valid from 28 September to 22 November 2026.
Click here to submit your form online. Forms should be returned no later than 17th September 2026
4. Access exclusive industry media rates
Take advantage of discounted advertising opportunities from selected media partners, helping you achieve greater value from your marketing investment.
Coming soon: Further details will be available after our Autumn Webinar.
5. Take part in our Autumn Activation
Participate in our autumn promotional activation which will encourage visitors to share photographs of our autumn leaf window stickers for a chance to win a short break in Northern Ireland.
Coming soon: Join our Autumn Webinar to learn more.
6. Register for our Autumn Webinar
Find out more about the campaign, available support and opportunities to get involved.
Register here: tourismni.com/autumn-marketing-campaign-webinar
7. Keep your listings up to date
Please ensure your Discover Northern Ireland product and event listings are accurate and up to date, and that you have high-quality imagery available within Northern Ireland's Content Pool.
Creative Suite & Campaign Assets
A range of campaign assets and templates will be made available through Northern Ireland's Content Pool ahead of the campaign launch. Further details will be published soon.
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