Andrew Nixon-King

Northern Ireland’s tourism industry is too focused on traditional – but shrinking – markets, according to postgraduate student Andrew Nixon-King, who graduates today.

“Our tourism sector is falling behind the times,” said Mr Nixon-King, who receives a Master’s degree
in the University’s Faculty of Business and Management at today’s ceremony. “And the industry is
failing to exploit new opportunities in emerging market sectors such as Eastern Europe, India and
China,” he said.

Andrew’s research involved in-depth interviews with key tourism sector opinion formers across
Northern Ireland, from both the public and private sector, who spoke on condition of anonymity.

Among the findings emerging from his research were:

• Tourists to Northern Ireland will become increasingly experienced, knowledgeable, discerning, and sophisticated. 
• Convenience will become paramount, with tourists demanding fast, efficient, and courteous service – a service level by no means the norm today.
• Tourists to Northern Ireland will take more breaks of shorter duration which means city breaks will continue to increase in popularity.
• Tourism staff will require more specialised and formal training, and the industry will find it increasingly difficult to recruit and retain local staff.
• Political instability will continue to affect the flow of tourists to Northern Ireland.

“A new kind of tourist is emerging,” he said, “One that is experienced, knowledgeable, more discerning and sophisticated. It will therefore not be sufficient to merely meet the expectations of this new tourist
but to exceed them. And the future tourist is likely to have higher levels of disposable income, therefore
there will be a growing market for high-end products.”

But despite a recognition of the new opportunities emerging in the sector, such as China, India, Australia, and eastern European countries,  the industry experts he interviewed were united in the view would be little significant change in Northern Ireland tourist attractions, accommodation and infrastructure in the near future.


Winter Graduation News 2005

For further information, please contact:

David Young
Telephone: 028 90366074
Email: David Young