A new destination brand has been unveiled to promote tourism to Northern Ireland.

The ‘Embrace A Giant Spirit’ slogan is designed to communicate a high-quality experience to visitors that is unique to the destination.

Tourism chiefs to hope it will transform how prospective visitors see Northern Ireland and boost its demand as a “must-visit” holiday destination.

The new brand will be promoted to the travel trade and to consumers in the rest of the UK.

Tourism Northern Ireland chief executive John McGrillen said: “Tourism is a fiercely competitive, global industry and it is crucial that Northern Ireland has prominence both on the island of Ireland, and internationally.

“We want to transform how prospective visitors perceive our destination and ensure that we deliver on their expectations when they get here”.

“Northern Ireland – Embrace a Giant Spirit is an opportunity and an invitation to create economic uplift for everyone involved in tourism, in all parts of Northern Ireland. It will build on the strengths and successes of the last decade to give authentic experiences provided by businesses large and small that will leave our visitors with unforgettable memories.

“This is a new approach to promoting Northern Ireland tourism that has been tested in our key international markets and roundly endorsed by our industry.”

Tourism Ireland head of Great Britain, Julie Wakley, said:  “We are confident that this new brand will help give Northern Ireland real stand-out in Great Britain.

“In 2020, we look forward to launching Embrace a Giant Spirit to consumers in Great Britain and around the world. Our message is that there has never been a better time to visit Northern Ireland.”