To ask the Minister for the Economy what steps her Department is taking to promote tourism in North Down.

Tourism NI has regularly promoted the North Down Area through its seasonal marketing campaigns which are targeted to specific market segments based on extensive research. One of the most recent pieces of promotional activity was the launch of a major Spring advertising campaign on 22 January 2024 which ran until 31 March.

The campaign featured TV, radio, press, press supplements, outdoor, social and digital advertising, all underpinned by a comprehensive PR strategy.

A double page spread dedicated to the Mournes and Strangford including North Down was contained within a 24-page Tourism NI consumer supplement alongside full page press advertorials have featured in national press titles North and South.

Radio stings dedicated to North Down were broadcast across North of Ireland radio stations featuring North Down Museum, the Starfish Cafe, Mount Stewart and Tracey’s Farmhouse Kitchen.

Planning is in train for the next campaign due to take place in autumn, and with regional balance one of my key priorities, North Down will again be featured.

Tourism NI also works with its partner Tourism Ireland to host international media, with North Down featuring regularly in many media itineraries. The Crawfordsburn Inn recently featured in a piece on ‘Yonder’fr’ by French Journalist, Alain Maurice following his trip to the North of Ireland hosted by Tourism NI. In addition, the North Down Coastal path was featured in the itinerary of a recent media trip in February 2024, undertaken by the ‘Curious Pixie’, a travel influencer whose website and content are viewed in over 120 countries.

Tourism NI has an ongoing programme of PR activity North and South, with tourism businesses and visitor experiences from North Down regularly featuring in PR content, media trips, and a commissioned TV programme on Virgin Media TV. A media trip in August 2023 included Noble restaurant and Bangor resulting in coverage in the Irish Times and Irish Examiner. Another example from Spring 2024 is a piece in the Irish Times commissioned by Tourism NI, called ‘Leap into a romantic getaway in Northern Ireland’; The North Down Coastal Path was specifically mentioned as a ‘must see’ place to visit.

North Down regularly features across the Discover Northern Ireland social media pages. For example, The Culloden Hotel and Spa was featured in Instagram and Facebook posts in both January and February 2024 highlighting it as the perfect hotel for a romantic getaway and spa break. Also, Donaghadee was the focus of a Facebook post in November 2023 which showcased the filming locations of the BBC's Hope Street.

Tourism NI also works closely with the tourism industry in North Down and across the North to support the development of engaging and immersive tourism experiences.