Campaign urges people to swap ‘doomscrolling’ for NI nature adventures
Tourism Northern Ireland has launched an autumn unplugged campaign in an effort to encourage people to spend time outdoors.
A campaign has been launched to tackle the amount of time people spend “doomscrolling” on devices by encouraging the exploration of Northern Ireland’s natural landscape.
Ofcom’s latest Online Nation report found UK adults spend an average of four hours 30 minutes online each day, up 10 minutes on the previous year.
A 2026 survey by Virgin Media O2 of more than 6,000 UK adults found people spend an average of one hour 26 minutes a day using their phone without a clear purpose – and six in 10 people said phone use stops them being fully present in real-life moments.
Tourism Northern Ireland has launched an autumn unplugged campaign in an effort to encourage people to spend time outdoors.
Some initiatives being presented as alternatives to screen time are forest bathing in the Mourne Mountains or Raki firing at a pottery experience in Co Fermanagh.
As part of the campaign, Tourism Northern Ireland is setting out inspire audiences to take a short break with its Autumn Unplugged taster series.
Hosted by presenter Ralph McLean, the short-form videos highlight screen-free adventures aiming to help people to reset.
The series explores RSPB Belfast’s Window on Wildlife, Corranny Forest Pottery in Fermanagh, Kinedale Donkeys and Ballyburren Outdoor Escapes both in County Down and painting with renowned artist, Dermot Cavanagh in Tyrone.
Among the experiences featured is Mourne Shack, who specialise in immersive experiences in the Mourne Mountains for adults, children, families and groups.
Chris MacBlain, founder of Mourne Shack, said when people are “enjoying the wonders of Northern Ireland, your phone becomes the last thing on your mind”.
“We’re all trying to escape the noise from the busyness of life, and the immersive experiences we offer, such as wild river dipping are an invigorating way to recharge in nature,” he said.
“All our activities incorporate an element of being adventurous and trying something that you haven’t done before. It’s back to nature and a craving for simplicity.”
Fiona Cunningham, from Tourism NI, acknowledged it can be “difficult to avoid screen distractions as the nights close in, but getting outside and trying something new is the perfect reset”.
“Autumn means more in Northern Ireland. From coastal walks to standout dining, characterful places to stay and a vibrant cultural calendar, there are countless ways to switch off, reconnect and savour the season, all accompanied by the warmest of welcomes,” she said.
“Every year we hear from people who had meant to book that class, walk or weekend away, but then the noise of the end of year takes over.
“Our advice is simple: book now, try something new – without the distraction of a screen – and make time to go offline.”