Cross-border tourism to Northern Ireland increased in 2025, with 1.3 million trips from the Republic of Ireland compared to 1.1 million the previous year. Overnight stays by these visitors reached 2.7 million, up from 2.5 million.

Visitor spending rose from £242.7 million in 2024 to £317.1 million in 2025. Economy Minister Dr Caoimhe Archibald stated that the all-Ireland economy supports growth in the local tourism sector and that more visitors from the south contribute to the economy.

Belfast will host the Fleadh Cheoil na hÉireann this August. Tourism NI invests in marketing and promotion to attract more visitors, including expanding attractions and accommodation options.

The 2026 spring campaign targets the Republic of Ireland market across TV, radio, press and social media. It aims for 125 million opportunities to view promotional activity.

Carmel Scott, Head of Marketing at Tourism NI, noted that the growth shows the effect of marketing efforts in that market. She added that visitors value the landscapes, coastlines, food and drink options, attractions and accommodation.