Unionist politicians have criticised Tourism Northern Ireland for using the term 'the North' in place of the official name Northern Ireland in official documents and communications.

Ulster Unionist Party deputy leader Diana Armstrong said the pattern shows a deliberate choice by Economy Minister Caoimhe Archibald to avoid saying the country's proper name.

Armstrong stated that Tourism Northern Ireland's work promoting the destination should be matched by language reflecting pride in the place.

DUP MLA Phillip Brett said the agency was created to promote Northern Ireland, not to replace its name.

Brett has written to the chief executive seeking answers on the use of the term.

The Department for the Economy responded that the diversity of language and terminology used across society should be treated with respect and tolerance.

The term 'the North' first appeared without quotes in Tourism NI's 10-year plan published in January 2025.