This five-year Strategy sets out the strategic direction for the tourism industry within the District of Newry, Mourne and Down. The document outlines the current situation, the strategy framework, and a series of recommendations that are designed to achieve the vision and goals, and to ensure that industry is in the business of delivering EPIC moments.
Vision 2021
Newry, Mourne & Down is a premier, year-round mountain and maritime destination in Ireland recognised for its EPIC experiences in outdoor adventure, its rich tapestry of cultural heritage, myths and unique stories, and its authentic local life.
Our Promise
Delivering ‘EPIC’ moments
Our Goals
To work collaboratively toward assisting Northern Ireland achieve its targeted growth rate of 6% per annum in overnight expenditure by:
• Focusing on developing visitor destination experiences that will deliver ‘EPIC moments’.
• Building a unified and entrepreneurial industry that is customer-focused.
• Ensuring that the development of tourism is undertaken sustainably and contributes to the enhancement of social, cultural and environmental values.
Our Headline
Mountains, Myths and Maritime
Newry, Mourne and Down has long been recognised for its spectacular scenery; the dramatic relationship between the mountains and the sea; the myths and stories that highlight the rich cultural heritage of the region; and the unique opportunities to experience the outdoors against this composite backdrop of landscape and culture.
Our headline, mountains, myths and maritime, helps to develop a shared story that will begin to create a stronger image of what makes NMD distinctive – both in the minds of industry and ultimately within the marketplace.
It sets the stage for the Strategy’s focus on creating destination experiences that are associated with the mountains and the coastline, and for its emphasis on the stories that give the destination experiences a unique quality.
