Visit Belfast

With a clear strategic vision in place, Team Belfast has seen some incredible results over the last 12 months. The most remarkable aspect of the sales growth was that due to staff changes, the team were not operating at full capacity over this period making the step change in growth all the more impressive! The team have been able to:

•Increase the economic impact of conference wins from £53.8m to £60.1 million (32% growth)
•Create 148 bids worth £130m
•Carry out 131 sales calls
•Host 149 buyers
•Generate 335 new business leads worth £298m
•Secure 122 events for the city

As well as crucial sales growth, they have been cementing their place in the MICE market by leading on a joined up approach to winning business by focusing on our World leading sectors such as Life Sciences, Agri-Food and Cyber Security. Approaching conferences in these sectors combined with the support of local Ambassadors has paid dividends.

Faced with the largest hotel expansion in the city’s history, Visit Belfast was tasked with developing a plan to drive new business especially within the Corporate and Agency market. Given the challenge of being the only UK city that delegates have to fly to for an event, Visit Belfast identified high profile industry events that they could bid for that would attract buyers to the region, showcasing the ‘new’ Belfast to event planners, creating positive PR and marketing content.

The team also rose to the challenge of addressing buyer perceptions amongst eventprofs whilst launching a new digitally focused Business tourism campaign. The Team secured £175,000 investment from 12 public and private sector partners and ‘Belfast Makes Sense’ was launched. The first quarter of the campaign has just been completed and has delivered 2.8m impressions, 7,000 visits to the website and new leads worth £5.6m

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