Note: this publication may not reflect verbatim delivery by Minister Murphy.
Introduction
Thank you to Tourism NI for inviting me here today. Tourism is truly a success story of the Good Friday Agreement. The number of external overnight visitors has more than quadrupled. Spending by visitors has increased more than sixfold in real terms.
With 70% of jobs located outside of Belfast, the benefits of tourism are spread throughout the region. And given that the industry is primarily made up of local SMEs, we can be confident that these benefits are retained and reinvested locally.
I see my department’s role as enabling the industry to continue to grow, and to grow in a way that aligns with my Economic Vision of a productive, regionally balanced, net zero economy with Good Jobs.
Growth Plan
Tourism Ireland’s marketing of the island overseas is critical to this growth.
However my department’s funding to Tourism Ireland has fallen behind in recent years. From this financial year, Tourism Ireland will be properly funded to showcase the North’s tourism offering internationally.
Approximately 70% of the north’s overseas holidaymakers travel from the south. In order to increase this flow of people, discussions are underway on extending Failte’s tourism brands into the north.
This will include consideration of rolling the Wild Atlantic Way into the Causeway Coastal Route, the Hidden Heartlands into Fermanagh, and places such as Downpatrick and Armagh in Ireland’s Ancient East.
Just yesterday I met with officials to explore new research on how the North’s air connectivity can be strengthened.
I will also work with my colleague, Finance Minister, Caoimhe Archibald, to continue to make the case to the British Government for tourism and hospitality to harmonise the north’s rate of VAT with the south. This will level the playing field across the island.
While there is huge growth potential, there is also the threat of the Electronic Travel Authorisation scheme. Under this scheme international visitors who want to travel to the north from the south, will have to apply for, and pay for, permission to travel. The hassle and cost of this will mean many visitors will simply not travel north. This would have a devastating impact and so I will lobby the British Government to abandon this policy.
Another source of growth is major events. It is good to see the Irish Open come North again to Newcastle in September. Next year Portrush will host The Open. And in 2028 I hope that Casement will host the Euros.
Major events like these attract visitors in their own right, and they also put the north in the international spotlight. However, our approach to bidding for events could be less ad-hoc and more strategic. So we will look ahead to the next 10 years and strategically identify major events we can host, either on our own, or as part of an all-Ireland bid.
We must also recognise the importance of our larger local events - such as Hallowe’en in Derry - which perform an important role in supporting regional balance and supporting seasonal spread.
There is also potential to grow business tourism and also political tourism. Many people want to learn more about our political history and this offers particular opportunities to ensure that communities which suffered most from the conflict share in the peace dividend.
Alignment with Economic Vision
It is important that the industry grows in a way that creates Good Jobs. Tourism NI's, 'Make it Here’, campaign is helping to improve perceptions of a career in the sector.
Building on this my department is working with Failte Ireland to extend its Employer Excellence Programme into the north. This scheme works with business leaders to ensure that the tourism and hospitality sectors are rewarding and attractive place to work, and that they are seen as such.
My officials are also considering the potential of setting up Skills Academies for the tourist industry. These provide tailored training for people, including people who are economically inactive, to fill identified labour shortages.
With an ability to provide flexible working arrangements, meaningful employment, and new skills, tourism is well placed to support and retain local people in employment.
In order to promote regional balance it will be important to expand the number of high quality hotels across the region. Having seen the impact of Killeavy Castle in my own constituency, I’m keen to see similar developments in other areas. So I want to strengthen incentives for hotel development that contribute to regional balance.
I’ll also work with my colleague, the Infrastructure Minister, to ensure that planning supports rather than hinders these developments.
As an island destination, tourism depends on overseas visitors. Therefore we need to work hard to ensure that the industry meets its climate change obligations.
I’m pleased to see the great work Belfast City Council and Visit Belfast have already done to promote sustainable practices, with 70% of all hotel accommodation in the city now in receipt of a Green Tourism Accreditation.
This - as well as the development of an All-Island Sustainability Framework, and work to showcase sustainable tourism experiences - will help us meet our climate targets.
Given that travellers are increasingly conscious of the need to reduce their carbon footprint it will also ensure that we remain an attractive tourist destination.
Partnership Board / Action Plan
To help take this forward this work I will soon establish a Tourism Partnership Board made up of representatives from tourism and hospitality, Executive departments, and local government. It will develop and oversee an Action Plan that will be co-designed and co-delivered with the industry.
The Executive does face significant financial challenges and we only have three years left in the mandate. So it is crucial that we act in a strategic and effective manner, in a way that minimises duplication, and at pace. The Tourism Partnership Board will work on this basis.
Conclusion
So thanks again to John and his team for inviting me to speak today.
In my engagements as Economy Minister, whether that is meeting Tourism operators in the US or attending the Meet the Buyer Event, I’ve been hugely impressed with the industry’s optimism, energy, and ambition.
The industry is a success story and all of you here today contribute to that success.
My department will work with you to write the next chapter of that story, which I have no doubt will be a very positive one.
Thank you, I hope you have a great event.