Tourist Board set for name change
It’s all change for the tourism body as recommendations from the Hunter report are due to be implemented.
The Northern Ireland Tourist Board (NITB) has enjoyed some boon times in recent years, from hosting the MTV European Music Awards in 2011 to the launch of the Giro d’Italia last year, all helping to boost tourism figures and earmarking the country a ‘must-see’ destination in global tourism guides. In a bid to build on these successes and strengthen the wider local tourism industry, Enterprise Minister Arlene Foster has announced that the Tourist Board is to undergo a series of changes including a new name, new leadership, new partnerships and a new future strategy.
An independent review carried out by former civil servant John Hunter has suggested 33 recommendations including making the NITB more client-facing towards the tourism industry, together with changes to the structure and name of the organisation. Arlene Foster believes that the implementation of the review’s recommendations will cement a strong future for Tourism Northern Ireland (as the organisation will now be known).
“Given the importance of tourism to the local economy, my priority is to ensure that we have the right structures in place to maximise the benefits this crucial sector can bring right across Northern Ireland,” Foster said. “Northern Ireland has seen significant growth in visitor numbers and, more importantly, in tourism revenue over the last five years. Our challenge is to maintain and build on that momentum.”
As well as looking at the NITB itself, the Hunter review also contained suggestions around the greater role to be played in Northern Ireland’s tourism industry by Invest Northern Ireland, Tourism Ireland and the district councils. This is particularly relevant given that the new councils will be responsible for their own community planning, including for local economic development. It is hoped this will maximise the tourism potential of each of the council areas.
The Minister said: “The review highlights that there is already good co-operation between the two organisations [Invest Northern Ireland and Tourism Northern Ireland], but points to the need to deepen the existing relationship. The joint initiative to develop a Northern Ireland economic brand is an example of the benefits which can be achieved by both organisations working together.”
Tourism Northern Ireland “will have a much greater presence” at local level and this is seen as particularly important given the imminent changes in local government.
The Hunter report also recommends the development of a tourism growth fund jointly supported by the Executive and the new councils in the next Budget period. The fund is therefore expected in 2016 at the earliest.
The changes and recommendations have been welcomed by departing NITB Chairman Howard Hastings, who said: “The Northern Ireland Tourist Board believes the review has been an excellent opportunity to help set the course for a sustainable, high performing tourist industry. This is what is urgently required by our economy in the years ahead.
“A new NITB Chairman and Chief Executive will shortly be appointed and together they will shape the outcome of the review. I am confident that as my time as NITB Chairman concludes and I prepare to hand over the reins, the prospects for tourism here have never looked better.”