Visit Belfast

Client: One Young World + various Agency clients

Belfast has always confounded expectations. It has worked to create and build a tourism and events industry that was non-existent 20 years ago born out of one of the most successful peace processes in the world. The destination has captured the attention of the global travel and events industry winning awards from Lonely Planet to National Geographic and securing high profile events from One Young World, EmTech Europe (MIT) and the 148th Open. MICE sales had grown by 100% pre-COVID as a result of our unique and authentic product – and a commitment to going the extra mile for every event that visits Belfast. Belfast is a resilient and determined events destination that has adapted and innovated to meet the new demands of our industry. This has included: 1.Offering flexibility and financial support for clients impacted by COVID-19 helping to retain 102 business events worth £72m by working in partnership with clients and industry partners 2.Embracing Hybrid and Virtual – developing a new Hybrid Belfast proposition for clients, pivoting all activity virtual, undertaking over 3,000 client engagments and generating £144m in new leads during the panedemic 3.Developing a new conference support scheme and additional securing investment to support event organisers considering Belfast with increased levels of financial support per conference, recognising the challenges faced by events industry 4.Taking action on sustainability - launching the largest ever Green Tourism partnership with a city with the aim of 50% of our industry committing to becoming certified in the next 12 months and putting in place supports to help event organisers deliver more sustainable and regenerative events 5.Developing an ambitious 10 year strategy to support long term business events recovery and growth – investing in the destination and industry in order to grow business events by an additional £292m economic impact and £525m GDP by 2030.