Industry leaders gather for unveiling of new tourism action plan
29 September 2026
Tourism leaders from across the island of Ireland came together at the Guildhall today for the launch of Council's new Tourism Action Plan.
Tourism leaders from across the island of Ireland came together at the Guildhall today for the launch of Derry City and Strabane District Council's new Tourism Action Plan.
The Mayor of Derry and Strabane, Councillor Grace Uí Niallais, was joined by tourism leaders including Chief Executive of Tourism N. Ireland, Laura McCorry, and Chief Executive of Tourism Ireland, Alice Mansergh, to launch an ambitious roadmap for the continued growth and development of the region's tourism sector over the coming years.
The launch event brought together key stakeholders from the tourism, hospitality, cultural and business sectors from Ireland north and south, to explore the opportunities and ambitions that will help drive sustainable tourism growth across the City and District.
The Shaping Our Tourism Future 2026-2031 Action Plan builds on the significant progress made in positioning Derry and Strabane as a vibrant and welcoming visitor destination, offering memorable experiences through a programme of world-class events, cultural highlights, heritage attractions and outdoor pursuits, drawing audiences from across the globe.
With just four weeks to go until the 40th anniversary celebrations of Derry Halloween, the launch comes at a particularly exciting time for the region's tourism industry. What began as a local festival has grown into the largest Halloween celebration in Europe, welcoming tens of thousands of visitors annually and generating significant economic benefits for the wider region. The Derry Halloween programme launched today with the unveiling of a specially commissioned mural marking the milestone, highlighting the city’s prominent position within the ongoing Tourism Ireland Home of Halloween campaign.
Mayor Uí Nialláis, said the launch marked an important moment in shaping the future of tourism across the region. "Tourism has become one of the key drivers of economic growth here, supporting local businesses and showcasing the unique character, cultural identity and hospitality of Derry and Strabane to a global audience,” she stressed.
"We have witnessed positive growth in recent years, with our City and District firmly establishing our reputation as a leading destination for festivals, culture, heritage and visitor experiences. As we prepare to celebrate the 40th anniversary of Derry Halloween, we have another opportunity to demonstrate the scale of our ambition and the strength of our tourism offering. I want to thank our tourism partners from across the island for their continued support, and for being here to launch this important strategy.
"The new Tourism Action Plan will provide a clear framework for future development, strengthening partnerships across the sector and identifying opportunities to enhance the visitor experience and ensure the district remains competitive on a national and international stage.”
Laura McCorry, Chief Executive of Tourism Northern Ireland, said: "Tourism is a powerful driver of regional growth, supporting local businesses, creating opportunity, and strengthening pride in place.
"This Tourism Action Plan provides a clear framework for growth, bringing together the strengths of Derry and Strabane’s culture, heritage, events and landscapes to create new opportunities for visitors.
"Tourism NI is committed to working alongside the Council and local industry to help strengthen the visitor economy, support local businesses, and ensure tourism delivers lasting value across the region."
Alice Mansergh, Chief Executive of Tourism Ireland, said: “Derry and Strabane have a distinctive tourism offering, from top visitor experiences and exciting outdoor activities to rich cultural heritage and world-class events such as Derry Halloween – which celebrates its 40th anniversary this year. Tourism Ireland is delighted to support the ambition of Derry City and Strabane District Council to grow its overseas profile and attract more visitors from around the world.
“Tourism Ireland is taking every opportunity to showcase the region on the global stage – including through our live campaigns in GB, North America, Mainland Europe and Australia, as well as an exciting upcoming documentary featuring Derry Halloween which we have co-produced. We were thrilled to welcome overseas tour operators to Derry-Londonderry earlier this month, to meet with tourism partners on the ground, with a view to bringing visitors for the future. We cherish our partnerships with Derry City and Strabane District Council and our local industry partners and look forward to beneficial growth and development ahead.”
The Tourism Action Plan has been developed in consultation with a wide range of stakeholders and sets out strategic priorities designed to strengthen destination development, support business growth, enhance visitor experiences and maximise the economic and social benefits of tourism across the Derry and Strabane district.
The Action Plan sets an ambitious agenda for the years ahead, with a focus on growing visitor spend, supporting employment, enhancing the visitor experience and strengthening the region’s reputation across domestic and international markets. Delivery will be centred on three strategic themes: Product and Experience Development, Visitor Experience and Servicing, and Destination Marketing, underpinned by continued partnership between Council, Visit Derry, Tourism NI, Tourism Ireland, industry and local communities.