Making Northern Ireland The Easy Destination

Most travellers have that one destination on their wish list. They’ve seen the photos, saved recommendations, maybe even looked up hotels. But actually booking the trip? Somehow, it never happens. That’s exactly the challenge Tourism Northern Ireland wanted to tackle.

In the latest Performance+ Podcast, Lavinea Morris sits down with Catherine Kelly from Tourism Northern Ireland to explore how understanding traveller motivations helped turn interest into bookings, delivering a 300%+ increase in combined return on ad spend (ROAS).

The Destination Was Appealing. So Why Weren’t People Booking?

Northern Ireland wasn’t struggling to attract attention. The challenge was getting people to act on that interest. Overall trip volumes were relatively steady, but travellers were taking shorter breaks and spending less. Domestic visitation had declined year-on-year, and even people who loved the idea of visiting were taking longer to commit.

There were a few reasons:

• Household budgets were under pressure.
• Travellers had more destinations to choose from.
• And with every holiday becoming a more considered purchase, people wanted to be certain their money and time would be well spent.

Even Northern Ireland’s traditionally reliable autumn travellers were becoming more cautious. Consumer research showed declining travel intentions among over-55s, an audience that had historically been highly engaged with domestic breaks. The opportunity was clear. People still wanted to get away, relax, reconnect and enjoy memorable experiences. They just needed a little more confidence to make that booking. And that called for a better understanding of what different travellers actually wanted.

Same Destination. Different Reasons To Go.

One might dream of scenic walks and cosy accommodation. Another might be planning their next food adventure. Someone else might simply want a spa weekend where doing absolutely nothing is the entire point. That’s why Tourism Northern Ireland had to look beyond traditional demographic targeting.

Drawing on its established consumer segmentation research, the team focused on three audiences with a particularly strong propensity to travel during autumn and winter:

• Natural Quality Seekers: Travellers who appreciate nature, quality accommodation, gentle outdoor activities and a well-planned itinerary.
• Open-Minded Explorers: Curious travellers drawn to the outdoors, local food, culture and unique experiences.
• Indulgent Relaxers: Higher-spending travellers looking for spa breaks, romantic escapes, great dining and a little luxury.

The distinction mattered because each audience had a different idea of what made a break worth booking. Knowing someone’s age or life stage only tells part of the story. Understanding their motivations reveals what might actually persuade them to travel.

One Northern Ireland. Many Stories To Tell.

The beauty of Northern Ireland is that it can offer all these experiences. The challenge was deciding which story to tell to whom. Instead of showing everyone the same collection of landscapes, restaurants and attractions, the campaign tailored its messaging around what mattered most to each audience.

For travellers seeking adventure, the focus was on exploration and discovery.

For those looking to recharge, it was about comfort, relaxation and escaping the everyday.

All of this sat within Northern Ireland’s established “Embrace a Giant Spirit” brand platform, keeping the destination identity consistent while allowing the messaging to flex. The approach has since evolved further with “Go Where Autumn Means More”, positioning Northern Ireland as a place for more discovery, more colour, more adventure, more relaxation and more memorable experiences.

But with travellers watching their budgets, how could the campaign communicate value without making everything about discounts?

The answer was to focus on the overall experience. A memorable break close to home. Less hassle getting there. Quality accommodation, great attractions and plenty to enjoy without the complexity of planning a trip abroad. Price-point messaging still had a role, particularly for people who had already engaged with the campaign and were closer to booking. But the bigger story was about showing travellers what they would get out of the experience.

A Few Surprises Along The Way

Two things stood out when the campaign went live.

First, Google Demand Gen exceeded expectations: It was a relatively new campaign type for the team, but quickly became one of the strongest drivers of reach and traffic. Performance was encouraging enough for the team to increase investment during the campaign.

Second, user-generated content (UGC) proved particularly effective: There can be an assumption that creator-style content works best with younger audiences, while more mature travellers prefer traditional, polished advertising. The campaign challenged that thinking.

Simple, authentic and relatable content performed exceptionally well, helping people imagine themselves enjoying the experiences Northern Ireland had to offer.

So, did it work? Quite impressively. 300%+ increase in combined ROAS was the headline result, but the campaign also delivered improvements across digital channels.

• 36% increase in website visitors year-on-year.
• 111% growth in traffic from Google channels, including Search and YouTube.
• 45% increase in traffic from Meta.

Audience insight helped determine which experiences to highlight. Tailored creative made those experiences more relevant. New media approaches helped reach and engage potential visitors, while authentic content made it easier for people to picture themselves there. And the biggest lesson was that relevance can be just as important as reach.

“Don’t underestimate the power of your always-on activity.”

Catherine Kelly, Digital Marketing Manager, Tourism Northern Ireland

Booking rarely begins with a single advert.

Someone might discover a destination through a creator’s Instagram post, come across a restaurant recommendation weeks later, watch a travel video and eventually search for accommodation. By the time they see a campaign encouraging them to book, they’ve already had several interactions with the destination.

Through long-term partnerships with content creators, the programme showcases authentic experiences across Northern Ireland. Creators have the freedom to tell their own stories, resulting in relatable content, viral posts and increased website traffic.

That ongoing activity helps keep the destination familiar, appealing and worth considering, even when someone isn’t actively planning a trip. So when the moment to book finally arrives, the groundwork has already been laid.

Want To Hear The Full Story?

Catch Lavinea Morris and Catherine Kelly on the latest episode of the Performance+ Podcast, Making Northern Ireland the Easy Destination: In Conversation with Tourism Northern Ireland. Watch or listen on YouTube, Spotify and Apple Podcasts, and subscribe for more conversations on the ideas, insights and strategies shaping performance marketing.

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