Visit Belfast ups its tourism growth target to £97m for 2022

Wednesday, April 27, 2022.
Visit Belfast ups its tourism growth target to £97m for 2022

Visit Belfast ups its tourism growth target to £97m for 2022 amid rising confidence in recovery

The Belfast City Region’s destination management and marketing organisation raises its growth target for 2022, promising an economic return for Belfast of £97m

Belfast’s tourism sector expects to see further growth this year, buoyed by a steady and sustained rise in consumer and business optimism from the city key tourism sectors – business events, city breaks and cruise, according to the city region’s destination management and marketing organisation, Visit Belfast.

Launching its marketing plans to more than 150 industry partners and stakeholders at Titanic Belfast – its largest gathering in over two years – Visit Belfast said its strategy going forward will be to drive Belfast’s tourism recovery, supporting partner businesses and converting visitor interest in the city to visits through focussed target marketing, sales and visitor servicing.

Visit Belfast embarked on its three-year tourism recovery plan, Rebuilding City Tourism, early last year with its aim to rebuild Belfast’s tourism economy to above pre-pandemic levels by 2025, delivering a forecasted £150 million economic return, up from £135 million in 2019.

Visit Belfast Chair Kathryn Thomson said that after a difficult two years, and despite the challenges ahead, there are many reasons for optimism.

“Tourism plays a pivotal part in Belfast’s social and economic life and is key to the city’s wellbeing, regeneration and development as it continues to recover from the impacts of the Covid-19 pandemic.

“Despite current challenges, Visit Belfast remains optimistic that Belfast’s resilient tourism sector will continue to move towards full recovery.

Showcasing Belfast’s unique and authentic tourism experiences to audiences across Great Britain, Ireland and beyond will enable us to compete effectively and grow, position and sustain city tourism.”

Visit Belfast plans aim to attract 144 cruise visits with an estimated 345,000 cruise visitors as part of its Cruise Belfast partnership with Belfast Harbour – adding to the city’s international arrivals.

It is also targeting a significant number of major business events with the aim of generating £40 million in economic value and attracting up to 30,000 delegates, adding to the 118 event bookings already secured and worth an estimated £79m for Belfast over the next few years.

Marketing activity will play a key role in Visit Belfast’s plans with an increased focus on digital campaigns and online content in order to support its sales activity and attract new and repeat local, national and international visitors, generating 150,000 bed nights and 100,000 daytrips during 2022-23.

Gerry Lennon, Visit Belfast’s Chief Executive, said: “Last year continued be a particularly challenging one for the city. However, through a dynamic and collaborative partnership approach, and agile marketing, Visit Belfast contributed to the recovery of visitor numbers from our key closer-to-home markets of Great Britain and the Republic of Ireland, while continuing to reach out to international markets to keep Belfast front-of-mind for future visits.

“The Belfast City Region is well placed to recover given the strength of our tourism and cultural offer alongside a wealth of visitor experiences including world class attractions, award-winning hospitality and food and a vibrant music scene.

Our industry has a track record for its resilience and determination to succeed against the odds.  I’m therefore confident that the outlook for the year ahead is positive and Visit Belfast will play a key role in ensuring city tourism returns to the record levels enjoyed in 2019.”

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