Niche Tourism Opportunities

 

               Niche tourism opportunities        Activities and nature-based tourism#

Northern Ireland has a growing activities tourism market. Its natural beauty and reputation for hospitality make it an ideal setting for this type of trip.

Some examples include:

• garden and forests
• cycling and mountain biking
• walking and hiking
• fishing
• canoeing and water sports

• Types of activity tourism#

• Activity tourism generally combines:

  • physical activity or adventure
  • cultural exchange or interaction
  • engagement with nature

  The market is commonly made up of:

  • hard adventure activities such as climbing, trekking and mountain biking
  • soft adventure activities such as walking tours, city bike tours, canoe hire or camping

  Soft activities make the majority of the market as they:

  • appeal to a wider range of people
  • require less physical output than hard activities
  • generally have lower perceived or real risks
  • are easily adapted for different visitors, eg families

  Many activities, such as walking, hiking and cycling, are typically free to access and so do not have a value market size in their own right. However, they enhance the visitor experience and can increase opportunities for visitors to spend. this type of visitor will spend money on food, drink and accommodation.

• Tourism opportunities#

• Golf is currently a 'key draw' activity for Republic of Ireland, Great Britain and overseas visitors to Northern Ireland. See golf tourism. 

  For other business sector insights, see tourism facts and figures

• Golf tourism

• Northern Ireland is increasingly becoming known as a world class golf destination. Events such as the Irish Open 2017 and The Open Championship 2019 have helped to highlight Northern Ireland as a golfing destination. The success of local golfers like Rory McIlroy, Graeme McDowell and Darren Clarke have also raised the profile of golf in Northern Ireland. 

  The Open Championship 2019 in Portrush drew in 237,750 spectators. This made it the second-highest attended Open championship of all time.

  Northern Ireland's golfing appeal lies in its diversity and the quality of its courses.

  The annual golf tourism market is worth £42.6m. Tourism NI are working to increase this through the Golf Tourism Strategy

• Opportunities#

• There are opportunities for golf courses to attract more overseas visitors and host major events. Other businesses such as those in the hospitality and transport sectors can also benefit. For every £1 spent by visitors on green fees,they spend a further £4.

  Some of the opportunities for golf clubs include:

  • developing clusters that allow visitors to play several different courses during their trip
  • creating partnerships with hotels and restaurants to offer package breaks
  • promoting offers on tourism websites and through online tour operators

  The opportunities for other businesses include:

  • holding golf exhibitions, workshops and talks
  • providing hospitality and transport during major golf events
  • working with clubs to offer package deals to golf tourists

  Northern Ireland's positon as a leading golf destination can also help to increase the business travel market. This will create further business opportunities. 

• Craft tourism#

isitors to Northern Ireland want to enjoy an authentic cultural experience. Traditional crafts and artisan produce can form part of this experience. The craft sector in Northern Ireland includes over 400 skilled producers.

Examples of local crafts include:

• local food products such as black pudding, rapeseed oil, cheese and soda bread
• handmade jewellery
• homeware such as Irish linen products
• artwork such as painting, photography and sculpture
• craft beer and spirits
• woodwork and furniture

• Craft tourism opportunities

• There are opportunities for craft producers to diversify their business by adding a tourism element. Examples include:

  • workspace tours and production demonstrations
  • special workshops and classes, eg bread-making or embroidery
  • attending events such as fairs and festivals.