Tourism NI CEO John McGrillen, Tourism Ireland Head of GB Julie Wakley and logo artist Colin Davidson at WTM London on Monday

Tourism Ireland will begin the international rollout to consumers of the new Tourism Northern Ireland brand, slogan and logo "Embrace a Giant Spirit" in the spring of 2020.

From Tourism NI:

"The brand comprises two important concepts. Firstly, a land built by a Giant Spirit which reflects consumer research and feedback that Northern Ireland is perceived as warm, engaging and big-hearted. It is a land built by pioneers and entrepreneurs with a rich cultural history, reflected through words, music and craft and woven together by a unique elemental beauty. The second concept is an invitation to awaken your spirit based on what is known about what visitors seek out in Northern Ireland, namely, embracing the culture and heritage, connecting, discovering and refreshing."

Currently overseas tourism puts about £560M into the NI economy annually. Tourism NI projects a doubling of annual revenue by 2030.