§ Lord Laird
asked Her Majesty's Government:
Further to the Written Answer by the Lord President on 10 May (WA 2), what are the tourist priorities identified by the Northern Ireland Tourist Board for attention over the next three years; and on what basis they were selected.[HL2849]
§ Baroness Amos
The Northern Ireland Tourist Board's (NITB) strategic framework for action will drive the tourism agenda for the next three years and will provide a focus and impetus to the growth and delivery of tourism to all areas of Northern Ireland.
In line with NITB's corporate plan, the framework's target is to increase visitor tourism revenue by 6 per cent every year, visitor numbers by 7 per cent every year and to increase Northern Ireland's share of visitors to the island of Ireland.136WA
The priorities identified are the outcome of a comprehensive review of tourism which started in 2000 and have been agreed following a sustained period of consultation with industry colleagues, strategic partners and a range of stakeholders.
These priorities are consistent with the strategic marketing plan for the island of Ireland and focus on those aspects of the Northern Ireland visitor experience that have the greatest capacity for international "stand out". A steering group made up of key industry partners oversaw the preparation of the framework.