Northern Ireland Tourist Board

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Northern Ireland - Embrace a Giant Spirit

Beyond the Bridge

Our Giant Opportunity

This new experience brand will be used by Tourism NI and Tourism Ireland to promote Northern Ireland on the island of Ireland and internationally with the aim of increasing visitor numbers and ensuring economic impact across all regions of NI.

Tourism NI tested a range of brands within our core markets (NI, RoI, GB, France, Germany, USA) and Northern Ireland – Embrace a Giant Spirit stood out as a the most popular and compelling concept reflecting our history, culture and people.

Tourism NI Chief Executive John McGrillen talks about the launch of the new experience brand, Northern Ireland - Embrace a Giant Spirit.  

To gain access to our Embrace a Giant Spirit assets, including experience photography and the brand logo, please ensure you have registered with our media library via this link.

View our guide to Introducing Northern Ireland's new Experience Brand here.

embrace a giant spirit intro

To view the brand guidelines, click here.

EaGS Guidelines Cover


This short video shows some of the inspiration behind the creative production. There are interviews with the internationally acclaimed Northern Ireland based artist, Colin Davidson, the Pulitzer prize-winning poet Paul Muldoon and the Oscar-nominated cinematographer Seamus McGarvey.

The Experiences

Our new brand is coming to life through a collection of new and unique experiences.  Many more are springing up all over Northern Ireland.  Visit for more information.

Feature your Experience

If you’ve an experience that you’d like to feature as part of our global Embrace a Giant Spirit brand, get in touch! We’re showcasing the very best that Northern Ireland has to offer to the world, from walking tours and historical homes, to food and drink experiences. Contact our team by emailing with details of your experience and any partner organisations involved. Don’t forget to include a bit about yourself, including contact details, and a member of the team will reply to you directly.

Keep up to date

Over the coming months there will be further news and events on Embrace a Giant Spirit.  Make sure you have opted in to our mailing list here and select 'NI Tourism News & Insights' and 'Industry Training and Information Systems' to find out more.