Tourism Northern Ireland (Tourism NI) is the public body charged with developing and promoting tourism across Northern Ireland. It plays a central role in supporting the tourism industry by commissioning research, shaping strategy and delivering marketing campaigns aimed at boosting visitor numbers and enhancing the overall experience. One of its most valuable tools is its rolling Consumer Sentiment Research programme. Through this, Tourism NI gathers insights into how consumers in both Northern Ireland (NI) and the Republic of Ireland (ROI) feel about travel—what encourages them to take trips, what gets in the way, and what they value most about their experiences.
This research is carried out in waves throughout the year. Each “wave” represents a snapshot in time, capturing travel behaviour, attitudes and intentions at regular intervals. For example, Wave 15 was conducted in September 2024, while Wave 17 was undertaken in March and April 2025. By comparing these waves, Tourism NI can monitor trends and assess how external factors—such as the cost of living, seasonal preferences or marketing campaigns—are influencing travel decisions.
This article draws on findings from Wave 15 and Wave 17 across both the NI and ROI markets. It examines trends in travel activity, satisfaction with travel experiences, forward intentions and economic barriers. Through this, we gain a clearer picture of how consumer confidence is shifting and what this might mean for the future direction of Northern Ireland’s tourism industry.
In terms of recent travel experiences, short and long break participation within NI showed modest growth among NI residents, increasing from 20% in March 2024 to 22% in early 2025 (Wave 17 Tourism NI Report, April 2025). For ROI residents, however, travel to Northern Ireland remained flat, with 13% taking a short or long break in NI in both years (Wave 17 ROI Report, April 2025). This suggests a stable domestic base within NI itself, but limited growth from the neighbouring ROI market.
The limited growth in travel from the Republic of Ireland (ROI) to Northern Ireland (NI), despite stable satisfaction levels and positive reviews, is likely influenced by several intersecting factors—some structural, others economic or perceptual.
Firstly, cost of living pressures remain a dominant issue. While NI is generally perceived as better value than ROI, the broader economic environment in the Republic—particularly high housing, fuel and general living costs—may be suppressing discretionary spending on non-essential travel. Although NI offers relatively good value, travel still entails upfront costs like transport, accommodation and dining, which may not feel justifiable for many households managing tighter budgets.
Secondly, there may be an issue of destination familiarity and perceived novelty. ROI visitors may feel they have already experienced what NI has to offer, particularly if they’ve made repeat visits to destinations like Belfast or the Causeway Coast. Without a steady flow of fresh, widely communicated attractions or campaigns targeted at ROI audiences, the motivation to return may weaken. This is hinted at in the reports, where “repeat visits” are often based on prior satisfaction rather than a strong new pull factor.
In addition, competition from overseas travel appears to be intensifying. In early 2025, 45% of ROI residents reported taking a trip abroad—up from 32% a year earlier (Wave 17 ROI Report, April 2025). This suggests that, as international travel becomes more accessible and competitively priced, ROI consumers are choosing to venture further afield rather than opt for another domestic or cross-border trip.
There may also be lingering perceptual or logistical barriers. For some ROI residents, Northern Ireland might still feel culturally or politically distinct, despite its proximity. Differences in currency (pound vs euro), insurance requirements, or simply the psychological sense of crossing a border—even within the Common Travel Area—can create subtle friction, particularly for more casual or last-minute travel decisions.
Finally, marketing reach could be a factor. While Tourism NI runs campaigns across the island, the visibility and resonance of these promotions in ROI may not be as strong or sustained as needed to drive significant year-on-year growth. Awareness doesn’t always translate to action, especially when competing with familiar domestic locations within ROI or with well-promoted international destinations.
One of the clearest trends in both jurisdictions is the growth in overseas travel. Among ROI consumers, 45% reported taking a trip abroad in early 2025, up significantly from 32% in the previous year (Wave 17 ROI Report, April 2025). A similar rise was recorded among NI residents. This shift indicates increased confidence in international travel and possibly greater price competitiveness from foreign destinations.
Despite this, satisfaction with trips in Northern Ireland remains extremely high. In both the NI and ROI markets, 95% of consumers who had taken a trip to NI in 2025 said their experience either met or exceeded expectations (Wave 17 Reports, April 2025). Popular aspects of these trips include local food and drink, scenic outdoor experiences and the friendliness of the welcome. Notably, ROI visitors rated iconic attractions and food culture particularly highly, while NI residents placed greater emphasis on natural surroundings and relaxation.
However, when looking ahead, the data suggests some softening in forward travel intentions. For example, the number of NI residents planning day trips fell by 8 percentage points compared with the previous year (Wave 17 NI Report, April 2025). Intentions to take longer breaks also declined slightly. ROI consumers showed more consistency in short break planning, but long break intent dropped to just 6% (Wave 17 ROI Report, April 2025). This change could reflect economic caution, seasonal preferences or shifting leisure priorities.
Indeed, economic pressure is emerging as a major factor influencing travel decisions. Cost of living was identified as the leading barrier to booking trips in both jurisdictions. Among NI residents, there was an increase in those who said they expect to be significantly affected by rising living costs in the months ahead. This financial strain is having a clear impact on travel planning, with many respondents either delaying decisions or reducing trip duration.
Booking patterns reinforce this hesitancy. While around half of respondents in both NI and ROI are either actively planning or have already booked trips to Northern Ireland, only a small proportion have committed to longer stays. Many intend to start planning later or are unsure whether they will travel at all (Wave 17 Reports, April 2025). The data suggests that travel decisions are increasingly being made closer to the time of departure, possibly because of economic uncertainty.
Destinations within NI also show some shifts in popularity. Greater Belfast remains the top choice for ROI visitors, though its appeal dipped slightly among NI residents in favour of destinations like Derry/Londonderry and the Causeway Coast (Wave 17 NI and ROI Reports, April 2025). Affordability and ease of access were frequently cited as reasons for returning to Northern Ireland, alongside previous positive experiences.
The implications of these findings are mixed. On one hand, the high satisfaction scores and strong appeal of key tourism assets point to a well-regarded product. On the other hand, the weakening of forward intent and increased financial concern indicate that Northern Ireland’s domestic tourism market is vulnerable to broader economic pressures. If these trends continue, there could be greater competition from overseas destinations offering perceived better value or novelty.
For Tourism NI and the wider industry, the challenge lies in reinforcing Northern Ireland’s image as a value-for-money destination. Promoting short, affordable breaks and free or low-cost outdoor activities could help attract cautious travellers. There may also be opportunities in targeting younger adults and families, who show greater willingness to travel despite rising costs.
