Visit Belfast and its network of more than 1,400 business, academic and medical leaders are driving Northern Ireland’s push for more major international conferences and events. Visit Belfast ambassadors came together at Belfast Harbour Commissioner’s Offices for the next phase of the Northern Ireland Ambassador Network, building on a model that has generated £489m for the regional economy.
Previously known as the Ambassador Circle, the Network has operated for more than 25 years. It comes as visitors to MICE events in Northern Ireland rose to almost 125,000 in 2025, up 10.4% on 2024, according to the latest NISRA Annual Tourism Statistics.
The event was addressed by the minister for the economy Dr Caoimhe Archibald MLA, who emphasised the significance of the role local ambassadors play in securing high-value business events that deliver economic benefit across the city and beyond.
He said: “The Ambassador Programme began in 1998, as the north transitioned to a more peaceful and prosperous future and has played a key part in growing our overall tourism industry, from £280m revenue in 1998 to over £1bn today. We want to continue this success and working together, government and industry have developed a 10-year plan to double tourism, making it a £2bn industry by 2035. Conferences and business events are a highly valued part of our tourism industry. The Ambassador Network will therefore continue to be critical as we work towards that goal, contributing not just to tourism, but also to the overall development of our economy.”
Visit Belfast’s CEO Gerry Lennon said the Network is about ambition as well as recognition.
“This marks an important moment for Northern Ireland’s business events sector. Our ambassadors generously invest their time, their expertise, and their influence, to help us compete and win on the global stage. Through collaboration with our strategic partners, and the support of our ambassadors, the Visit Belfast team is able to secure these significant events.
Tourism Northern Ireland’s interim director of marketing Eimear Callaghan, added: “The fact that around 80% of international conferences are secured with the help of a local ambassador shows the impact of this model. We value a collaborative approach that showcases our sector strengths, academia and our world-famous hospitality.”
More than 100 ambassadors attended the event, which also marked the launch of a new Advisory Board, chaired by Marie Doyle, Belfast Office senior partner at Deloitte Northern Ireland. The Board brings together leaders from the NI Chamber of Commerce, Queen’s University, Ulster University, Catalyst, Belfast Health Trust, HIRANI, MATRIX and Invest NI, with support from Visit Belfast, Tourism NI and Belfast City Council.
A series of new sector advisory panels will focus on Software, Cyber and Fintech; Advanced Manufacturing; Life and health sciences; Agri-food and tech; and Screen and Creative industries.
Developed and led by Visit Belfast, the Northern Ireland Ambassador Network brings together support from Belfast City Council, Tourism Northern Ireland, Invest NI and both universities, aligning tourism, economic development and research behind a single goal: attracting more world-class events to the region. It is backed by new international sales and marketing plans.
To find out more about the Northern Ireland Ambassador Network, go to ambassadornetwork.com
