NITB works closely with Tourism Ireland when identifying opportunities to promote the very best of Northern Ireland to international tour operators and travel agents.
This includes hosting a programme of familiarisation trips with itineraries based on tour operators’ programme requirements, client profile and special interests. Itineraries for each familiarisation trip are developed in partnership with local accommodation suppliers and other tourism providers throughout Northern Ireland.
NITB also hosts a series of Meet the Buyer workshops which provide a unique platform for local tourism providers to promote their offering to best prospect international tour operators and travel agents from Northern Ireland’s key markets. This includes the annual Meet the Buyer Workshop, the GB Coach and Group Operator Workshop and the Developing Markets Workshop. These events attract key tour operators from our priority markets throughout the world, and provides a valuable opportunity for local tourism businesses to meet these important contacts face to face and to showcase the very best of what Northern Ireland has to offer our international visitors.
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Target Markets
Tour operators and travel agents from Northern Ireland’s core overseas markets of Great Britain, Mainland Europe and North America are hosted regularly on familiarisation visits. Longer-term opportunities are also presented by emerging tourism markets. The Asia-Pacific region for example is a potential growth market for tourism to Northern Ireland in the medium to long term as its demand for outbound travel continues to increase over the next decade.
How Local Tourism Providers Can Get Involved
NITB and Tourism Ireland hosted more than 360 tour operators here over the past year. These familiarisation visits provide a very effective platform to showcase the best of Northern Ireland tourism to influential travel professionals, and in turn help to expand our market reach. For local tourism providers these familiarisation visits can provide a valuable introduction to new buyers and an innovative route to market.
The itineraries for familiarisation visits tend to be based around the specific needs of the incoming tour operators and travel agents, particularly if they represent a specific interest group, such as golf tourism, etc. But opportunities do arise for more local providers to become involved in hosting an element of familiarisation visits.
If you’d like your tourism business to be considered for inclusion on the itinerary of future familiarisation visits please register for updates: