They said it uses the findings of its research to continually refine its marketing programmes overseas, in order to grow the value of inbound tourism for economies and communities across the island.

The industry is concerned that international tour operators will omit the region from all-island itineraries if they have to apply for the new ETAs.

Tourism chiefs told MLAs that any transatlantic flight from NI had to be commercially viable.

The leading travel media company unveiled the accolade on Wednesday in Lonely Planet’s Best in Travel 2024