The Northern Ireland Embrace a Giant Spirit brand reflects who we are. It encompasses that ‘can do’ attitude and the spirit of our communities pulling together and supporting each other through challenging times. It is based on what our visitors have fed back time and again, and encompasses our desire to share our country, culture and passion for life. The most important asset in our brand armoury is our people. That warmth of welcome and humour is integral to our brand promise.
Northern Ireland – Embrace a Giant Spirit is a pledge to our visitors. It promises experiences that they recognise as distinctively Northern Irish and which communicate our giant spirit.