UK City of Culture events changed perceptions of city
Among those aware of the year-long City of Culture programme, over 80% in Northern Ireland and the Republic of Ireland believed it would improve Northern Ireland’s reputation as a destination for tourists, with a similar majority recognising that it would also improve our reputation as a place that can hold major events.
Moreover, the survey found that the City of Culture impact has gone beyond tourism, and has helped to create a legacy of an improved image and changed perceptions, conveying the message that Northern Ireland is confidently moving on.
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Hide AdNITB also found that the tourism industry shares the view that the 2013 UK City of Culture has delivered a significant positive impact, benefitting both the city and wider Northern Ireland society, with anticipation of a long term positive impact for individual tourism businesses.
NITB Chief Executive Alan Clarke said: “Our survey findings to date are highly encouraging and NITB support for UK City of Culture is still ongoing. We are currently delivering the second phase of a bespoke UK City of Culture marketing plan which is aimed at the Northern Ireland and Republic of Ireland markets”.
“The campaign will be delivered through TV, radio, outdoor, press and online advertising.”
Culture Company 2013 Chief Executive Shona McCarthy said: “It’s wonderful to see that the UK City of Culture programme has challenged old perceptions of Derry-Londonderry and the wider region. This year has allowed us to celebrate and create a new discourse through arts and culture, it has represented Derry as a culturally vibrant, creative and welcoming place.
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Hide Ad“NITB has played a massive part in telling that story to a wider audience.
“The positive change in confidence and ambition, how we see ourselves and how others see us, these are important legacies of the City of Culture project,” said the Culture Company CEO.