Tourism Northern Ireland has launched a new experience development program aimed at creating bookable visitor experiences that showcase the island’s strong historical connections with the United States.
Funded by the Department for Communities through the USA-NI250 scheme, the initiative focuses on the period before and after the signing of the US Declaration of Independence in 1776. It will highlight the stories of key figures from Northern Ireland who played a role in shaping political and cultural life in early America.
The America 250 Experience Development Program ties in with the 250th anniversary of the Declaration of Independence, providing a timely platform to strengthen tourism links with the US—one of Northern Ireland’s most important source markets.
Tourism NI is supporting local tourism providers in developing authentic, market-ready experiences rooted in storytelling, heritage, and community engagement. These experiences will reflect the diverse cultural influences connecting Northern Ireland and the US, including Ulster-Scots, Scotch-Irish, and Irish contributions to American history in the late 18th century.
The program has already attracted strong interest from tourism businesses across the region. An initial workshop was recently held at Clandeboye Estate, where participants received guidance on how to design and position compelling visitor experiences for international audiences.
Concepts currently in development cover a broad mix of themes, including music, crafts, industrial and agricultural heritage, food and drink, emigration stories, and genealogy. A key historical link is that five signers of the Declaration of Independence had direct Ulster family connections—an angle expected to resonate strongly with US travelers.
Participants also took part in one-on-one mentoring sessions with industry experts, including chef Paula McIntyre, storyteller Colin Urwin, destination marketing specialist Sharon Scott, and Tourism NI’s Culture and Heritage Tourism Manager, Liz Steele.
The next phase of the program will include continued mentoring, site visits, and market testing, with new visitor experiences expected to launch by the end of May.
Liz Steele said the initiative offers a unique opportunity to connect with US visitors while refreshing Northern Ireland’s cultural tourism offering.
“America 250 is a unique opportunity to engage one of our largest source markets and inspire visitors to discover the many stories that connect Northern Ireland and the United States,” she said.
Communities Minister Gordon Lyons added that the program highlights Northern Ireland’s place in a shared global history.
“The 250th anniversary of the United States Declaration of Independence presents an opportunity for our heritage and cultural sectors to expand their offering to both local and US visitors,” he said. “These new experiences will bring our shared history to life and further strengthen our long-standing ties with the United States.”
