Northern Ireland

Seamus Heaney, Titanic, Game of Thrones, Derry Girls. Northern Ireland is a fast emerging cultural visitor destination. We pinpointed the issues preventing key heritage tourism offers from performing to their full potential, making the case for culture and heritage in international image-making, tourism and place-making, to drive investment in quality cultural heritage experiences. We evidenced how a fundamental shift in sector thinking, operations and investment would connect visitor experience to Northern Ireland's warm, edgy brand.

We developed an integrated strategic framework spanning culture, heritage, tourism, regeneration and place-making; bringing partners together around a shared national vision. In supporting this new national leadership group and providing an actionable framework, they could set about transforming great cultural heritage into genuinely distinctive experiences found nowhere else.

The resulting Prospectus for Change provided a practical roadmap for delivery, helping establish a new national leadership group and a more coordinated approach to cultural heritage. It played a key role in securing investment for visitor experience pathfinder projects and created a lasting framework for partnership working, enabling Northern Ireland to develop richer, more distinctive cultural experiences that strengthen both its visitor economy and its international reputation.