THE north's second largest local authority is looking to the likes of the Armagh Observatory, Oxford Island - and even the Bronte Sisters - to help pump-prime its tourism offer over the next five years.
Armagh City, Banbridge and Craigavon (ABC) Borough Council - second only to Belfast in terms of population - languishes at the wrong end of the Northern Ireland tourism league table of overnight trips and visitor spend.
That's despite the area being rich in history, culture and heritage, and with its growing reputation for the quality of its food, drink and hospitality offer.
But the borough aims to put that right and lure more visitors and high-spenders by implementing the action points in an ambitious new five-year blueprint for tourism growth.
It plans to bolster the area's standing as a market-leading heritage and cultural international tourism destination.
Attracting more visitors and increasing tourism spend are at the heart of the blueprint, which will help in growing the local tourism economy by 10 per cent every year to 2022.
In 2015 the borough welcomed 100,000 overnight visitors (just three per cent of the Northern Ireland total), who spent a combined £22.5 million (the second lowest for all 11 Councils).
Its biggest visitor attractions included Oxford Island nature reserve (220,928 visits), Kinnego Marine (209,027) and Lough Neagh Discovery Centre (133,437), while its popular parks and gardens included Edenvilla (140,074), Tannaghmore (139,435) and Peatlands Park (126,123).
But Colin McCusker, chair of economic development and regeneration at the council, accepts the borough can do better.
Speaking at a tourism conference at Navan Centre and Fort – a first for the borough – he said: “Tourism is a crucial pillar in the council’s economic plans and it represents a huge opportunity for further growth and development.
"To deliver on our ambition, in partnership with Tourism Northern Ireland, Tourism Ireland and the private sector, we have set out a clear plan to maximise and drive the opportunities available and to capitalise on the outstanding tourism assets we have.”
The document outlines a path to further developing cultural visitor experiences for the international market across the borough, taking in its linen and literary history and its success in producing high-quality artisan food and drink.
Further development and greater investment in the already-successful FE McWilliam Gallery & Studio is also earmarked as part of the plan, alongside an enhanced events programme which includes the Home of St Patrick, Food & Cider and Georgian Festivals.
Achieving a significant ramp-up in visitor numbers and, crucially, increased spend, a key focus will be on establishing Armagh City and the orchard hinterland as a destination centrepiece, in addition to pursuing new tourist accommodation development opportunities.
