THE NORTHERN Ireland Tourist Board has admitted it has faced difficulties promoting the province as a tourist destination.
NITB deputy chief executive Mark Alexander said the industry’s success is uncertain until political issues are resolved.
“Tourism in Northern Ireland is so heavily dependent on peace that it makes it difficult to set any goals.”
He said the board predicted 25% growth in tourist numbers, but that could treble if the peace process is successful.
Last year, 1.64m visitors came to Northern Ireland, an 11% increase on the previous year, bringing in £255m in revenue. To raise its profile, the NITB will spend £5m this year on marketing in Britain and Ireland and will send out the message that Northern Ireland is good value for money.