Economy Minister Dr Caoimhe Archibald has backed a new visitor campaign called Legenderry in Derry. The effort aims to attract more tourists from Northern Ireland and the Republic of Ireland.

Dr Archibald stated that the campaign aids tourism expansion and builds trust in Derry as an active and hospitable location. She added that it spurs economic output in the North West region and backs renewal goals, such as the growth of Ulster University's Magee campus.

Tourism NI created the campaign. It features Derry's food options, evening entertainment, lodging, outdoor activities, cultural sites, notable spots and local welcome.

The project fits with larger renewal efforts in Derry, including the Magee campus expansion. Partners include the Department for the Economy, Tourism Northern Ireland, Visit Derry, Derry City and Strabane District Council, and Ulster University.

It targets young travelers and those seeking short stays. Promotion runs on TV, video streaming, radio, billboards, online and social media.