Minister Promises Global Marketing Drive for 2025 Open In Portrush

Northern Ireland’s tourism leaders have pledged a comprehensive global marketing campaign to coincide with next July’s Open Championship in Portrush.

Tourism Minister Conor Murphy, responding to questions about his department’s efforts to maximise economic benefits from the prestigious golf event, outlined plans to assist local businesses and boost workforce skills.

“We will deliver a robust PR and marketing campaign locally, nationally, and globally, both in the lead-up to, during, and after the tournament,” Mr Murphy said. “Beyond showcasing world-class golf, we will promote Northern Ireland’s high-quality accommodation, restaurants, attractions, and entertainment.”

The Department for the Economy, he added, would seize the opportunity to present the region’s economic potential to foreign investors.

“In partnership with Invest NI, a series of activities will support the presentation of our unique and compelling inward investment proposition,” Mr Murphy said.

The Minister’s remarks came in response to a written question from MLA Claire Sugden. He highlighted that the 148th Open Championship, held in Portrush in 2019, generated over £100m in combined economic and media benefits. However, the long-term legacy was curtailed by the global pandemic that followed.

Looking ahead, Mr Murphy expressed confidence in surpassing the 2019 success.

“The 2025 Open is expected to attract over 250,000 visitors and showcase Northern Ireland globally through extensive broadcast and PR coverage,” he said. “This will create a lasting legacy for years to come.”

To prepare, an industry engagement programme is being rolled out in collaboration with local councils to help businesses capitalise on the opportunities presented by the event.

“This initiative will advise traders on attracting visitors, encouraging longer stays, and exploring the wider area,” Mr Murphy explained. “It also supports the development of immersive, authentic experiences aligned with the ‘Embrace a Giant Spirit’ brand.”

Additionally, the government is working closely with The R&A to deliver workforce development initiatives, ensuring the local community benefits from the influx of global attention.

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