Visit Belfast has launched its second year of the New Horizons 2024-27 strategy.
Developed through research and consultation with the Belfast City Council, New Horizons is a visit to Belfast’s multi-year roadmap on tourism growth and resilience.
The strategy sets out a bold and joint plan to grow the visitor economy and strengthen the global competitiveness of the urban region as the leading destiny of leisure, cruise and business tourism.
The 2025-26 plan is based on strong results from the first year and outlines new priorities across brand development, accessibility, sustainability, digital transformation and partnership-driven delivery.
From 2024-25, Visit Belfast’s initiative contributed £172 million to the city’s tourism economy. This strongly launched a strong start to the mission of highlighting the value and size of the sector, generating £424 million in economic impact over three years and providing a return of £30 for every pound investment.
Last year’s success was further reflected in Belfast, ranked 9th in the world in the 2024 Global Destination Sustainability Index (GDS), the highest destination in the UK and Ireland, with TripAdvisor recognizing Belfast as one of the top 10 sustainable destinations in the world. Socially, Visit Belfast’s industry partners raised £1.4 million for charity and community causes.
Going forward, we will continue to measure success not only economically but socially and environmentally. This reflects the evolving role of urban visitor economies as a force for good, and helps shape a more inclusive, sustainable and prosperous future for Belfast and the wider region.
Visiting Belfast Chairman Marie Therese McGiburn said: “Belfast is a city with ambition, resilience and momentum, and our new horizon strategy reflects all three years. As we enter our second year, we are doubling the collaboration, creativity and inclusion to grow tourism in a way that works for everyone.
Visit Belfast’s sales and marketing efforts are expected to provide inquiries of over 850,000 visitors, 450,000 bed nights, 800,000 tourists, and advocate for environmental and social sustainability across the sector.
Tuesday’s launch event at Titanic Belfast welcomed more than 250 industry partners, stakeholders and city leaders, demonstrating the strength, size and unity of Belfast’s tourism community.
Check out Belfast’s business plan for 2025-26. You can view and download it here.
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