Tourism at the heart of economic growth in Newry, Mourne and Down

Newry, Mourne and Down District Council has strategically positioned tourism at the heart of its economic growth plan, recognising the sector’s potential as a key driver for prosperity.

Over the last decade, strategic investments and initiatives have transformed the district into one of Northern Ireland’s premier tourism destinations.

Prior to the Review of Public Administration in 2015, tourism was already a key economic driver within the area and was worth £47.7 million to the local economy in 2015. The sector supported almost 5,000 jobs, many of which were within small and medium sized industries.

Globally, tourism had become a critical force for prosperity and within Northern Ireland at that time there was a strong commitment to leverage these global trends. Recognising this, the newly formed council identified tourism growth as a key priority, setting its sights on a far-reaching ambition, to be “one of the premier destinations on the island of Ireland”. To achieve this, the Council prepared a bold and strategic four-year plan that would lay the foundations for the longer term.

The Tourism Strategy 2017-2021 was launched with the promise to “deliver EPIC moments,” reflecting a new approach to creating memorable visitor experiences. The strategy focused on building strong partnerships with local businesses, regional and international organisations and the existing tourism industry to bring the vision to life.

By recognising what makes Newry, Mourne and Down distinctive and set apart from other destinations, the headline ‘Mountains, Myths and Maritime’ was born. It redefined the area from a ‘district’ to a ‘visitor destination’, emphasising its unique characteristics that resonated with many visitors while offering an attractive proposition for both adventure and cultural exploration.

Successes since 2015:

• Destination growth: Between 2015 and 2019, overnight trips increased by 27 per cent, and visitor spend grew by 74 per cent.
• Visitor experience: 68 market-ready experiences have been developed, showcasing the district’s unique offerings.
• Major events impact: Events in 2018/19 generated £10 million for the local economy.

The Council’s focus on tourism development extended beyond simple growth metrics. It also sought to enhance the visitor experience by investing in key projects and collaborations with local tourism providers.
Sustainability and global recognition

A key milestone in the district’s tourism strategy was the pursuit of UNESCO Global Geopark status for the Mourne, Gullion and Strangford Areas of Outstanding Natural Beauty (AONBs). After years of effort, the district received the coveted UNESCO recognition in 2023, elevating its international profile and attracting more visitors. This accreditation also reinforced the district’s commitment to conservation and education, while providing new business opportunities.

Game-changing projects

One of the most transformative projects is the £6 million revitalisation of Castlewellan Forest Park, supported by the National Heritage Lottery Fund and the Council. The park’s living arboretum, one of the most significant tree collections in Ireland, is being preserved and highlighted as a key visitor attraction. The investment aims to restore heritage assets, improve accessibility and enhance visitor facilities, attracting more visitors into the heart of our rural communities and encouraging them to stay longer.

Strengthening tourism infrastructure

Investment in infrastructure has been a cornerstone of the Council’s key priorities. Projects to address gaps in visitor infrastructure were identified, notably in the capacity of car parks, road access to key sites, interpretation and storytelling at focal points, accommodation and transport linkages. Notable projects include improvements to outdoor recreation facilities in partnership with the Department of Agriculture, Environment and Rural Affairs, such as the Fallows Walking Trail in Rostrevor; a 16km trail that attracts walkers and nature lovers.

Additionally, the Council is developing a new Recreational Hub at Camlough Lake, a £3 million investment that will enhance the district’s water-based, recreation offering and position Camlough as a key location for adventure tourism.

With over 100km of coastline, the Council has invested in maintaining Blue Flag status for Murlough, Tyrella, and Cranfield beaches, which recognises exemplary beach cleanliness, safety, water quality and management. A new visitor amenity building at Tyrella, is part of a broader commitment to enhancing the coastal tourism experience.

Inclusive tourism

The Council has also demonstrated a commitment to inclusivity through its work with the Mae Murray Foundation, ensuring that visitors with mobility challenges have access to beaches at Tyrella and Cranfield. This development, funded through the UK Shared Prosperity Fund (UKSPF), ensures that tourism is accessible to all, aligning with the Council’s goal of creating an inclusive destination.

EPIC experiences and event tourism

Building a reputation for event tourism, the Council has successfully hosted high-profile events and festivals over the past decade, contributing significantly to the local economy. The launch of the ‘Giant Adventures’ brand in 2017 was a key step in this strategy. The brand’s annual flagship events, inspired by the area’s landscapes, myths and legends, have attracted visitors from far and wide. These events are a central part of the Council’s broader strategy to offer visitors unique and memorable experiences, driving tourism revenue and local economic growth.

Looking ahead

Looking forward, the Council has set ambitious goals for the next five years, aiming for a 34 per cent increase in tourism revenue, targeting £112 million in revenue generation. Achieving this will require continued investment in infrastructure, digital innovation, and sustainable tourism practices, as well as increased marketing efforts and continued collaboration with local community and businesses.
A key pillar of future growth is the £44 million Mourne Mountains Gateway Project, funded by the Belfast Region City Deal, which aims to attract global tourists and elevate the district’s international standing. This landmark investment in Newcastle will create a world-class visitor attraction, offering a gondola experience from Donard Park to a new visitor centre at Thomas Quarry.

Partnerships will continue to be fundamental as we explore a suitable location for Northern Ireland’s first Tree Top Walk, providing visitors with a unique perspective of the district’s stunning landscapes. By leveraging the strengths of its natural and cultural assets and tapping into growth markets such as business tourism, the district is poised to flourish as a prime tourism destination.

Newry, Mourne and Down District Council’s Tourism Strategy has already yielded impressive results but the work is far from complete. With a clear vision for the future, through strategic investments, strong partnerships, and a focus on sustainability and inclusivity, the Council aims to set itself apart and create a vibrant, thriving tourism economy that benefits both residents and visitors alike.

The future of tourism in Newry, Mourne and Down is bright and the Council is ready to lead the way in shaping the next chapter of its growth.

W: www.newrymournedown.org