Northern Ireland tourism minister Arlene Foster has called on the sector to ensure more focus is put on improving the country's visitor experience in order to fulfil its potential.

Speaking at the 'Visitor Inspired' event in Belfast, Foster told delegates that industry should be looking to capitalise on the fact that more visitors to Northern Ireland are realising the range of experiences on offer. Foster said: "Visitors are beginning to realise there is much more to see and do in Northern Ireland. It is important that the industry capitalises on this increased demand and interest, in order to fulfil the region's potential as a leading edge destination."

The Northern Ireland Tourist Board (NITB) has implemented a number of pilot schemes to improve Northern Ireland's visitor experience, including a project to provide taxi drivers with DVDs to improve their knowledge of landmarks and history to be shared with passengers. Foster added: "Such projects will hopefully inspire others to make a real difference to tourism here. I now encourage the industry, and everyone in Northern Ireland, to play their part in delivering memorable and unique visitor experiences."