Promoting Northern Ireland 'proudly and by its proper name' works - Armstrong rejects SF tourism boost comments
A claim by the SF-run economy department that a 9% increase in visitor numbers to has been driven by “the All-Ireland economy” is disappointing, if entirely predictable, a UUP MLA has said.
Diana Armstrong welcomed new tourism figures showing expenditure of £1.2 billion in Northern Ireland in 2025, a 9% rise on the previous year, saying it is testament to the “unstinting commitment of world-class hospitality providers” right across Northern Ireland.
She said the boost had been driven by a campaign which had promoted Northern Ireland “proudly and by its proper name” – and this has been proven to work.
Announcing the news, economy minister Caoimhe Archibald said: “The All-Ireland economy is driving tourism growth with the latest NISRA figures showing trips by visitors from the south to the north increased by 15% in 2025. There were 1.3million trips in 2025, compared to 1.1 million in 2024. The money spent by southern visitors increased from £243million in 2024 to £317million last year – an increase of 31%”.
Mrs Armstrong said: “Our tourism businesses are offering something fresh and something new to visitors, while building on a proud heritage of hospitality that this place has always been known for. They deserve enormous credit for the growth we are seeing.
“Figures like these show we are on a strong path to delivering Northern Ireland's tourism strategy, and that is something the whole sector can take confidence from.
“However it is disappointing, if entirely predictable, that the Economy Minister has reached for the 'all-island economy' as her explanation for the rise in visitors from the Republic. That claim conveniently overlooks two far simpler reasons.
“First, the strong performance of the Euro against a weaker Pound over the past year made Northern Ireland significantly better value for visitors travelling from the Republic of Ireland. And second, the success of Tourism Northern Ireland's own promotional campaign in the Republic, which showcased the very best of Northern Ireland, in all things Northern Ireland, without a single mention of 'the North.'
“That is the lesson the Minister keeps missing. When Northern Ireland is promoted proudly and by its proper name, it works. The very campaign driving the visitors she is celebrating did exactly that. It is remarkable that the agency selling Northern Ireland can say the name with pride, while the Minister responsible for it cannot.
“I warmly welcome these figures and the hard work behind them. But more must be done, and the Ulster Unionist Party will keep pressing for the investment and support our tourism sector needs to keep this momentum going. Northern Ireland is worth visiting, worth investing in, and worth celebrating, and it deserves a Minister who will say so by name”.
Minister Archibald added: “I meet regularly with the industry to hear at first-hand the opportunities and challenges they face, and I have been hugely impressed with their optimism, drive, and ambition. I am determined to continue to work with the industry to deliver my Tourism Vision & Action Plan which aims to increase tourism expenditure to £2billion by 2035.”