Client

Northern Ireland Tourist Board – 2001

Challenge

Following the 1998 Good Friday Agreement, tourism was identified as a major opportunity for economic development, which was essential to underpin a lasting peace in Northern Ireland.

A decision was taken to promote the whole island of Ireland internationally as a tourism destination, while Eire and Northern Ireland would each continue to undertake their own domestic tourism promotion.

The Northern Ireland Tourist Board wished to undertake a strategic review to prepare for a new future.

Solution

• We undertook a strategic review of the Northern Ireland Tourist Board to assess its strategic objectives and business plan in order to prepare the organisation to face a radically different future within a new political context

• We also developed a service level agreement framework to clarify the new relationship between the Northern Ireland Tourist Board and the new all-island international tourism promotion body, Tourism Ireland Ltd.

Result

• A clear strategic focus on the future for the Northern Ireland Tourist Board

• A service level agreement framework, which clarified the relationship and mutual obligations between the Northern Ireland Tourist Board and Tourism Ireland Ltd.