MyTourismNI elearning
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 Tactical Summer Marketing Campaign launches in Northern Ireland and the Republic of Ireland across June 2026.
To drive demand for short breaks and days out over the summer, Tourism Northern Ireland are planning a tactical burst of summer marketing activity that will go live across our channels in Northern Ireland and Republic of Ireland markets across the month of June.
The activity includes Broadcast Video On Demand, Press, Social & Digital, Email, PR and Influencer activity to encourage visitors to choose Northern Ireland this Summer. The campaign will showcase a broad range of attractions, experiences and events as well as ideas on where to stay. It will build knowledge of what Northern Ireland has to offer and deliver clear and compelling reasons to book a short break.
This campaign will target a broad audience, with a strong emphasis on encouraging immediate bookings through compelling, value-for-money offers and promotions. All activity will direct potential visitors to Discover Northern Ireland, where they can explore summer deals and gain inspiration on where to stay and what to see and do across the region.
Impact
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The Campaign will have an extensive reach of approximately 45% of adults across ROI and generate over 6.3 million opportunities to see or hear the activity.
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From a digital perspective, the campaign is forecasted to achieve over 20 million digital impressions, across Meta, YouTube/Display and Google Search Ads.
If you want to be part of the campaign you can:
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Be in market alongside us to mop up any visitor demand created.
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Use the industry templates on content pool to showcase your offers.
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And as always, please make sure your Discover Northern Ireland product & event listings are up to date and that you have professional imagery on Northern Ireland's Content Pool.
Toolkit
Download Toolkit:
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
Creative Suite & Campaign Assets
There are a wide range of assets, many of which have been produced in the last 12 months, available to use in the promotion of this campaign. All campaign content, including templates, can be accessed from Northern Ireland's Content Pool - Summer Campaign
Understand our Markets
