In Autumn 2022, Miller Research was appointed to support the creation of a Food and Drink Visitor Experience Development Plan. 

The main driver for the development of this plan was the identified opportunity for food and drink to play a key role in the sustainable recovery of tourism in Northern Ireland, sitting alongside their new brand which will be rolled out over the next ten years. Food and drink tourism plays a central role to the visitor economy and in recent years, has become a motivation for travellers when choosing their destination. 

As a fundamental element of the visitor economy, food and drink presents an opportunity to drive economic growth, which in turn supports Tourism Northern Ireland’s strategic ambition to develop both the seasonal and regional extension of tourism. 

In scoping the Food and Drink Visitor Experience Development Plan, the project team conducted extensive consultation meetings with key industry stakeholders, local authority representatives and a range of industry partners, to identify areas of development, collaborative opportunities and future sectoral support.  

The Development Plan reflects the work that will be undertaken by Tourism Northern Ireland, however, collaboration and partnership with stakeholders including local tourism providers, food and drink networks, growers, producers, makers, hospitality providers and food-focussed operators will be key to the successful implementation of the actions and the sustainable development of the sector.   

Following the production of the Visitor Experience Development Plan, the study concluded in the Spring of 2023.