Northern Ireland Tourist Board

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Tourism 360°

Tourism 360° highlights tourism insights, trends and performance locally and globally.

Tourism 360°

Tourism 360° highlights tourism insights, trends and performance locally and globally.

The focus is on key strategic enablers for tourism growth, economic indicators, air access and both consumer and industry trends, alongside data on Northern Ireland visitor and accommodation performance.

We would welcome all feedback on Tourism 360° as we seek to develop it in the coming year. Contact: 

Click here for the Autumn/Winter 2019 edition of Tourism 360°.

Dave Vincent

In the latest edition of Tourism 360, the focus is on digital transformation within tourism and how we can connect Northern Ireland with the digital traveller. 

Tourism NI’s Chief Digital Officer Dave Vincent commented: “Through virtual tourism, potential visitors are now experiencing destinations before they choose to go there. Virtual reality has become increasingly popular especially amongst the lucrative conference market as it allows conference organisers to find out if premises meet their needs and expectations before they book. Cutting edge digital technologies can also improve the overall visitor experience once visitors arrive in the destination, by engaging with new audiences and helping with visitor information and wayfinding.

“Northern Ireland scored an overall digital satisfaction score of 7.09 out of 10 in the 2018 Visitor Attitude Survey, which demonstrates that there is still room for digital growth. We are working closely with the tourism industry to encourage them to become more digitally connected with their consumers, especially now when people are more inclined to conduct their own pre-purchase research and are becoming more comfortable with planning their trip entirely on their mobile.  Not only will this let our industry connect with visitors but it will also allow our industry to establish the identity of our visitors. Knowing what sort of traveller they are, which market segment they fit into and being able to communicate with them will be of great benefit.”

“Digital technologies are shaping travellers’ behaviour and expectations and therefore it is crucial that we help our industry to put the user experience at the heart of their ambitions," Dave added. 

For more information and to download Tourism 360 visit or follow @NITouristBoard #Tourism360NI.

For previous editions, please see below:

Click here for the Summer 2019 edition of Tourism 360°.  

Click here for the Spring 2019 edition of Tourism 360°.

Also, if you wish to join our mailing list for Tourism 360°, please send an email containing ‘Tourism 360’ to Be assured that Tourism NI complies with GDPR legislation that helps protect your personal data, how it is stored and how it can be used.

Tourism performance

For further information on annual and quarterly tourism performance, tourism industry barometers, accommodation statistics, visitor experience and attitude surveys, click here.

Grow your business

Staying competitive is central to the tourism industry’s growth and sustainability; to that end, the need for future planning and preparation by businesses is more important than ever.

For resources and advice to help assist in growing your business and knowing your customer, click here.