Eimear Callaghan of Tourism NI revealed year-on-year visitor growth at Titanic Belfast, Giants Causeway, and James Fort in 2025 in a presentation to the AVEA conference.
A £50m (€59m) investment in Ulster University’s tourism infrastructure will introduce new experiences over the next five to ten years.
The Derry Walls and DNA project, a new visitor attraction, will enhance Derry’s cultural offerings, connecting historical narratives. Tourism NI’s food and drink trails, developed with a Canadian partner, promote culinary experiences to boost visitor engagement. The Tower Museum will close as part of that development.
Seasonal events, particularly around Halloween and October, extend the tourism season, encouraging longer stays in local communities.
Eimear Callaghan shared: “It’s been a very strong year which we’re absolutely delighted by. Visitor attractions and experiences are a key way when you’re being a visitor. We got in the market and working closely to try and cohere that product and bring it to market in a way that visitors will really understand.”
