Tourism Ireland launches 2027 German and Austrian promotion for Northern Ireland
Tourism Ireland announced a promotional programme aimed at German and Austrian tour operators to boost Northern Ireland visits in 2027. The initiative was unveiled on 2 November 2026 and targets operators and travellers from those two markets.
In this story
At a glance
- What changes
- Tourism Ireland launches a promotional programme for German and Austrian operators
- Timing
- Announced 2 November 2026 with a focus on 2027
- Who is affected
- German and Austrian tour operators and their travellers
The details
- Announced by
- Tourism Ireland
- Takes effect
- 2 November 2026
Programme launch and objectives
Tourism Ireland and Tourism Northern Ireland hosted nine German and Austrian tour operators during the Derry Halloween weekend. The visit showcased Halloween celebrations, historic sites and cultural experiences with the aim of encouraging operators to include Northern Ireland in future holiday programmes.
- Showcased Derry’s Halloween, Titanic Belfast, Giant’s Causeway and other attractions
- Introduced hotels, coastal retreats and countryside stays to operators
Market potential and visitor statistics
In 2025 Germany supplied 445,000 island‑wide tourists, of which about 35,000 stayed overnight in Northern Ireland. Austria contributed roughly 43,000 island‑wide visitors, with around 3,000 overnight stays in the north. These figures highlight a gap that the promotion seeks to close by extending stays and increasing spend.
- German visitors averaged 7.8 nights island‑wide, 11.2 nights in Northern Ireland
- Austrian visitors showed longer stays and higher per‑tourist spending
Entry requirements for German and Austrian travellers
Visitors from Germany and Austria must comply with UK immigration rules when entering Northern Ireland, including the UK Electronic Travel Authorisation (ETA) that costs £20 per person as of November 2026. The ETA may be required when crossing the border from the Republic of Ireland by land.
Travellers should verify passport validity and any exemptions before departure.
- UK ETA cost £20 per person, including children
- Requirement applies to land entry from the Republic of Ireland
What this means for travellers
Trip planning
- Travellers planning a 2027 visit should book accommodation early, especially for Derry Halloween dates
- Operators may add Northern Ireland itineraries to packages for the 2027 season
Cost and documents
- German and Austrian visitors need a UK ETA costing £20 per person
- No additional flight or booking fees were announced as part of the promotion
What you need to do
- Tour operators should incorporate Northern Ireland attractions into future programmes
- Travellers must obtain a UK ETA before crossing into Northern Ireland by land
Who this affects
-
German tour operators
Invited to experience Northern Ireland during the Derry Halloween weekend
What to do Consider adding Northern Ireland destinations to future holiday packages
-
Austrian tour operators
Participated in the promotional visit to showcase regional attractions
What to do Integrate Northern Ireland experiences into upcoming itineraries
-
German tourists
Target market for increased overnight stays in Northern Ireland
What to do Obtain a UK ETA and plan longer stays beyond the Halloween festival
-
Austrian tourists
Identified as a market with higher spending per visitor
What to do Secure a UK ETA and explore heritage sites across the north
-
Travelers crossing via the Republic of Ireland
May need a UK ETA when entering Northern Ireland by land
What to do Check entry eligibility and obtain the ETA before travel
Frequently asked questions
What is the new promotion announced by Tourism Ireland for 2027?
Tourism Ireland launched a programme on 2 November 2026 to attract German and Austrian tour operators and their visitors to Northern Ireland, featuring Derry Halloween and other cultural attractions.
When does the German and Austrian promotion start?
The initiative was announced on 2 November 2026 and is aimed at increasing visitor numbers throughout the 2027 tourism season.
Do German and Austrian visitors need a UK ETA to travel to Northern Ireland?
Yes, as of November 2026 German and Austrian travellers must obtain a UK Electronic Travel Authorisation costing £20 per person when entering Northern Ireland, especially via land from the Republic of Ireland.
How many German and Austrian tourists stayed overnight in Northern Ireland in 2025?
In 2025 about 35,000 German tourists and roughly 3,000 Austrian tourists spent at least one night in Northern Ireland, according to Tourism Ireland market profiles.
What should tour operators do with the new promotion?
Operators are encouraged to incorporate Northern Ireland sites such as Derry Halloween, Titanic Belfast and the Giant’s Causeway into future holiday programmes for the 2027 season.
Are there any extra fees for flights or bookings linked to the promotion?
No additional flight or booking fees were announced; the only new cost mentioned is the £20 UK ETA for eligible German and Austrian travellers.
