Newry, Mourne and Down: mountains, myths and maritime

momentum in the industry, with overall expenditure for 2015 approximated at £47.7 million and overnight stays around 1.06 million. However, challenges have been acknowledged in stimulating growth. These include an over-dependence on Northern Ireland visitors and a high degree of seasonality, brought about largely by the absence of a strong flagship product and limited wet weather product. A lack of a cohesive strategy linking in tourism offerings has been damaging both to the dispersal of tourists and to the marketing of the area and product development.

Launched in March, the overarching aim of the strategy to 2021 is to cement NMD as a leading premier tourism destination in Ireland. The strategy is underlined by the key themes of experiential, personalised, iconic and immersive and creative (EPIC) and sets out three key aims of: becoming the destination of choice in Northern Ireland; becoming Northern Ireland’s premier outdoor/adventure destination; and to become one of Northern Ireland’s finest events destinations.

NMD’s tourism strategy is geared towards building on current

Creating a joined-up approach to tourism, spanning from access infrastructure through to international marketing is a key strand of the strategy, with the overall aim being to drive economic growth through the industry. Focussing on ‘mountains, myths and maritime’, NMD sees an opportunity to redefine itself as a destination experience. As well as major attractions in these areas such as the Mourne Mountains and the Ring of Gullion, the Mourne Coastal Route, and the story of St Patrick, the strategy also sets out potential for surrounding communities to build an identity as gateways. The target markets for growth are listed as the ‘culturally curious’, ‘great escapers’ and ‘social energisers’. The strategy sets a range of improvements in catalyst projects and critical infrastructure within the area of mountains, myths and maritime tailored to captivate these markets.

Armagh, Banbridge and Craigavon: 10 per cent annual growth

Despite being second only to Belfast as Northern Ireland’s largest local authority, ABC Council attracted just 3 per cent of the Northern Ireland total of overnight stays and the expenditure of £22.5 million was the lowest of all 11 councils. As the area’s reputation for quality food, drink and hospitality continues to grow internationally, the five-year strategy to 2022 has pointed to a greater emphasis on packaging its history, culture and heritage to compliment the agri-food and hospitality sectors.

The strategy sets out ambitious plans to grow the local tourism economy by 10 per cent every year through attracting greater number of visitors and increasing their level of expenditure and enhance the identity of the area as a marketleading, heritage and cultural international tourism destination.

It points to significant development of offerings around its linen and literary history and its success in producing highquality artisan food and drink. It adds: “Further development and greater investment in the already-successful FE McWilliam Gallery and Studio is also earmarked as part of the plan, alongside an enhanced events programme which includes the Home of St Patrick, Food & Cider and Georgian Festivals.”

A key focus is to be placed on establishing Armagh City and the orchard hinterland as a destination centrepiece and increased tourist accommodation development is to be explored borough-wide.