Niche tourism opportunities

Cultural and heritage tourism


Northern Ireland's culture is a key attraction for visitors choosing the region as their holiday destination.

In broad terms, cultural tourism includes:

  • built and historical heritage, such as castles and estates
  • cultural heritage, eg museums and galleries
  • contemporary culture, eg music, film, TV and fashion

Businesses can benefit by simply being in the proximity of a cultural or a heritage location, building or an event. They can also take a more proactive approach and integrate cultural and heritage experiences in their new and existing tourism products.

Screen tourism

Screen tourism is on the rise. The market has been boosted by the success of HBO's Game of Thrones, and productions such as Line of Duty and The Fall. Screen tourism is making a lasting impact on the local Northern Ireland economy. It presents local businesses with a wealth of new opportunities. See screen tourism opportunities.


Northern Ireland has a strong music offering. This ranges from traditional music to more contemporary music. Music plays a key role in local nightlife and at events and festivals. There is also has a wide range of music venues from small intimate sites, to large facilities which can host major international acts.

Derry~Londonderry's walls

A rarity in the UK, Derry~Londonderry's walls present great opportunities for local hospitality businesses and walking tour operators.

Events and festivals

Northern Ireland has an established ability to attract and host world-class international events, and bring with them many international and domestic visitors.

Events tourism opens up opportunities in all sectors of the industry, from event organisation and logistics, to accommodation, hospitality and transport.

Literary tourism

Northern Ireland literary scene offers huge tourism opportunities. The region has been home to world-renowned authors such as C.S. Lewis, Seamus Heaney, Marie Jones and Brian Friel.

Visitors can walk in the footsteps of literary giants and explore areas that inspired them through experiences like:

  • walking tours
  • quirky bookstores
  • festivals
  • theatre productions
  • poetry readings

See a video example of what a literary Belfast experience might look like. Source: Tourism NI

  • Tourism NI Industry Development
    028 9044 1673
Developed with:
  • Tourism NI