The Food Chain catches up with Naomi Waite, Director of Marketing with Tourism Northern Ireland on a hectic year of celebrating everything that’s delicious in NI
Naomi Waite is, understandably, a busy woman. As Director of Marketing for Tourism NI, she has been to the fore promoting events to highlight NI’s fabulous food and drink produce.
“So much has been happening, it’s difficult to know where to start,” she says.
“Highlights so far have included a Gala Banquet Launch at the Ulster Hall, Belfast, an outdoor radio broadcast promoting NI produce, an #UlsterFRYday and an attempt at a Guinness World Record for Pancake Flipping.”
Each month has featured a dedicated theme including a Heritage and Traditions Event; a Cheese and Beer night; a Seafood Cookery Class and a BBQ in the City to promote Love NI Meat month.
In the Brewing and Distilling Month, for example, Tourism NI ran a media drop in NI and the Republic of Ireland.
“Throughout the year we’ve hosted a number of media trips,” says Naomi.
And of course the year isn’t over yet. “October is Harvest Month and in November we’ll be celebrating legacy and learning in the culinary arts. We’ll be rounding off the year with a focus on all things Christmas and premium goods.”
So why all the activity?
“Food and drink experiences have become increasingly important to tourism as they offer destinations an opportunity to differentiate and celebrate indigenous foods. While food and drink are a vehicle through which our visitors can learn about our heritage, landscape and culture as well as meet our people, it also accounts for a significant proportion of visitor spend,” explains Naomi.
“Northern Ireland’s reputation as a good food destination has been steadily improving. Food and drink is also an essential part of the Northern Ireland economy and a key element of the holiday experience. It’s one of the strongest memory triggers and visitors increasingly want to search for authentic and local experiences.”
Already the initiative has surpassed expectations. New foodie experiences that have been developed include Lough Erne Water Taxis Food Tours, a Trails and Ales cycling trail in County Down and McComb’s Pub and Food Crawl.
The Food Standards Agency in NI has been working side by side with Tourism NI during the year to highlight and promote restaurants and attractions in the country that have achieved a Food Hygiene rating of three or above.
There has also been some collaboration with Sea sh NI to promote sustainable fishing in the area.
“We’ve also worked closely with Food NI and the Livestock Meat Commission to ensure that any produce being used at Tourism NI events can be traced from the plate back to the plot of land that it was reared on.”
For more information on Northern Ireland Year of Food, click here.
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