Niche tourism opportunities

Founded in 2019 by Nikki Elliott, Walk It Off NI offers small group walking experiences that blend history, nature, and gourmet food just outside Belfast. The business provides a variety of packages including heritage, food, wellness, and nature walks, as well as corporate and luxury retreats. Walk It Off NI has established itself as a distinctive presence in the tourism sector by combining immersive outdoor experiences with sustainability and community engagement.

Here, Nikki shares her story about how the business began, how she built a strong community, how sustainability is central to her approach, and the support that has helped her along the way.

How it started

"After a serious skiing injury several years ago, I discovered that walking was a powerful tool for both physical rehabilitation and mental recovery. As I explored the scenic Lagan Valley Regional Park, I became inspired to create a unique offering that would enable others to embrace walking and the joy of being outdoors."

"In 2019 I decided to build a ‘walking for wellbeing’ tourism offering based in this area and by 2020, I successfully launched my first experience."

"Walk It Off NI combines guided walks of at least 5km with storytelling and ends with a curated picnic in scenic locations."

Market analysis, differentiation and adaptation

"To assess the demand for these types of offerings, I conducted online surveys and interviews with potential customers and received mentoring from Lisburn Enterprise Organisation, Lisburn & Castlereagh City Council, and Tourism NI."

"Market research showed strong interest in meaningful, slower-paced experiences not locally available at the time. When the pandemic hit in 2020, we had to adapt our strategy and pivot to 100% outdoor experiences. Data from Tourism Northern Ireland and Tourism Ireland helped us adapt and target new customers."

"We run tours year-round but pause scheduled tours between November and February in response to changing seasonal demand. We use this additional time to attend trade shows, develop new offerings, and conduct market research."

Our commitment to sustainable and responsible tourism

"Walk It Off NI was created with an embedded commitment to the environment. Our approach to sustainable tourism is integrated into our tours by minimising environmental impact, supporting local communities, and promoting low-impact, small-group experiences. This includes using locally sourced food, reducing waste, donating to conservation efforts, and educating guests on responsible outdoor practices."

"Walk It Off NI is also a certified carbon literate company. This means we are trained to understand and reduce the carbon impact of our activities, which aligns with our overall commitment to sustainable tourism. We also hold a Certificate in Sustainable Tourism. "

"Our picnics are ‘pack-in, pack-out,’ and I work hard to create experiences that are kind to the land and respectful of the communities we walk through. We are also ‘Leave no trace’ compliant which means we include practices like planning ahead, disposing of waste properly, leaving what you find, minimising the effects of fire, respecting wildlife and farm animals, and staying on durable surfaces."

Marketing strategies to connect with customers

"Our primary target customers are aged 35+, curious, and connected to nature, food, heritage, or simply the idea of doing something a bit different. They come from across Northern Ireland, the Republic of Ireland, the UK, France, the US, and wider Europe."

"To reach these potential customers, I use a mix of PR, social media, my website, and in-person networking events. I also attend trade shows like Meet the Buyer, which give me the opportunity to meet with different international tourism representatives."

"Marketing is extremely important to our business; if no one sees you, no one will buy. I plan out my marketing and PR strategy every year. If you don’t have the skills internally, then it’s worth considering if you can buy them in as it will be worth it in the long run."

"Another great way to get exposure and recognition is to apply for awards as it’s great publicity for the company."

Funding and practical support to drive growth and development

"We’ve received support through various local initiatives which have helped us grow and improve the business. We received a Rural Development Capital Grant from The Department for Agriculture, Environment and Rural Affairs which helped support our sustainability and growth."

"We received a Tourism NI Web Development Grant which helped us improve our website and digital presence."

"We’ve also received support and mentoring from various other organisations including Lisburn Enterprise Organisation, Women in Business, Belfast City Council and The King’s Trust, and others who’ve helped me grow and develop professionally."

Overcoming key challenges

"Like all businesses, we faced many challenges, the biggest being pricing. I didn’t get it right at first, but I’ve learned you can’t be sustainable without profit. Setting baseline pricing is essential. "

"Other challenges included the customer and local market perception of the outdoors, understanding the benefits and drawbacks of self-employment, and developing my own financial skills."

Building strong partnerships

"One of the best parts of running this business has been the people I’ve partnered with including local artisans, National Trust sites, Good Food Ireland, Trek NI, and more."

"I’d advise other local tourism businesses to start building partnerships early and make the most of collaborative marketing. Even something as simple as using the right hashtag can have a big impact. For example, tourism hashtags like #EmbraceAGiantSpirit and #FillYourHeartWithIreland have given us great exposure."