Challenges for the Northern Ireland tourist board in marketing Northern Ireland

Abstract

Northern Ireland (NI) is located on the northeast quadrant of the Irish land mass, and encompasses the six counties. While NI may be physically located on the island of Ireland, it is not a part of the Republic of Ireland. Rather, it is a part of the United Kingdom. The Republic of Ireland (more commonly referred to by Northern Irelanders as just the "South") gained independence from the United Kingdom in 1921. The predominance of those citizens loyal to Great Britain were located in the North. So, rather than risk major conflicts, the British government decided to maintain rule over six of the nine counties of the north of Ireland and called this area "Northern Ireland". Even the border between the north and south is controversial, in some areas, one farm is in the South (or the Republic of Ireland), while directly across the road, a brother's farm is located in the North. In fact, the northern most point on the island of Ireland is not in NI, but rather in the South. So, one can see how confusing it can be for both the local and the tourist alike. The political aspects of Northern Ireland can also be very confusing. The republicans feel that it should be a part of the Republic of Ireland. The unionists and loyalists feel that it should remain a part of the United Kingdom. There are many different loyalist and republican groups, each with different messages.