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

The Belfast City Region’s DMO has raised its growth target for 2022, promising an economic return for Belfast of £97m (US$121.4m). Visit Belfast, which outlined new marketing plans 26 April at the Titanic Belfast, says the city’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. Visit Belfast, a public-private partnership, was announcing its new plans to more than 150 industry partners and stakeholders, its largest gathering in over two years. The organisation embarked on a 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 £150m economic return, up from £135m in 2019. Visit Belfast chair Kathryn Thomson said that after a difficult two years, there were 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,” Thomson said. “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,” she added. Visit Belfast is targeting a significant number of major business events with the aim of generating £40m in economic value and attracting up to 30,000 delegates, adding to the 118 event bookings already secured and worth an estimated £79m for the Northern Ireland capital over the next few years. An estimated 144 cruise visits with 345,000 cruise are also anticipated to add to the city’s international arrivals. Marketing activity is to be stepped up, with an increased focus on digital campaigns and online content in order to support the Visit Belfast sales activity and attract new and repeat local, national and international visitors, with the aim of generating 150,000 bed nights and 100,000 day trips during 2022-23. Gerry Lennon, Visit Belfast’s chief executive, said: “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. Pictured at Titanic Belfast (L-R) is travel journalist and broadcaster Simon Calder with Visit Belfast chief executive Gerry Lennon and the organisation’s chair, Kathryn Thomson.