Entered by M+C Saatchi Performance

Northern Ireland entered Spring 2025 with strong visitor interest but they were facing a growing challenge in converting that interest into travel. Tourism performance statistics showed that demand for overnight trips was declining -10.4%, with domestic market falling by a 29% and a 9% decline in Northern Ireland day-trip expenditure. While overnight trips from the Republic of Ireland remained stable, day trips fell by 6%, highlighting a need to stimulate both visitation and visitor value.