More travellers could be booking flights to Northern Ireland from Canada after the province was described as a "must-see destination".
Arlene Foster, Northern Ireland's tourism minister, is responsible for promoting the nation's appeal during her visit to Canada.
Ms Foster told an audience of tour operators and travel writers in Toronto earlier this week that the combination of a stronger Canadian dollar and value-for-money goods and services in the province could tempt Canadian travellers during 2009.
"Canadian visitors are very significant to our local economy, as they continue to deliver some of the highest spending and longest staying travellers," she said.
"With around 2.5 million Canadians claiming Ulster heritage, my department, alongside Tourism Ireland, is working hard to promote Northern Ireland as a must-see holiday destination."
Ms Foster added that the province's government "is making strides" to improve holidaymakers' experiences, highlighting the recent launch of the £2 million Tourism Innovation Fund.
Figures from the Northern Ireland Tourist Board recently revealed that there were 31,000 fewer trips to the country in 2008 compared to 2007.