On Tuesday, 20 May 2025, Visit Belfast launched Year Two of its New Horizons 2024-27 strategy, setting out bold, collaborative plans to grow the visitor economy and strengthen the city region’s global competitiveness as a leading destination for leisure, cruise and business tourism.
Developed through research and consultation with Belfast City Council, New Horizons is Visit Belfast’s multi-year roadmap for tourism growth and resilience. The 2025-26 plan builds on strong results from Year One and outlines new priorities across brand development, accessibility, sustainability, digital transformation and partnership-led delivery.
In 2024-25, Visit Belfast’s efforts contributed £172 million to the city’s tourism economy, a headline figure that underlines the value and scale of the sector, and a strong start to its mission to generate £424 million in economic impact over three years, delivering a return of £30 for every £1 invested.
Last year’s success was further reflected in Belfast being ranked 9th globally in the Global Destinations Sustainability Index (GDS) for 2024, the highest-ranked destination in the UK and Ireland, while TripAdvisor recognised Belfast as one of the Top 10 Sustainable Destinations in the World. Socially, Visit Belfast’s industry partners raised £1.4 million for charitable and community causes.
Looking ahead, Visit Belfast will continue to measure success not only economically, but also socially and environmentally. This reflects the evolving role of the city’s visitor economy as a force for good, helping to shape a more inclusive, sustainable and prosperous future for Belfast and the wider region.
The Lord Mayor of Belfast, Councillor Micky Murray, said:
“The 2025-26 business plans unveiled today by Visit Belfast are bold, targeted, and rooted in what makes this city so special: our people, our stories, and our sense of place. They set out a vision that not only promotes Belfast to the world but ensures that our tourism economy continues to grow in a way that benefits every part of this city and region.
As Lord Mayor, and on behalf of Belfast City Council, I’m proud to support this shared ambition and look forward to seeing what the city achieves in the year ahead.”
Marie-Thérèse McGivern, Chair of Visit Belfast, added:
“Belfast is a city with ambition, resilience and momentum, and the New Horizons strategy reflects all three. As we enter Year Two, we’re doubling down on collaboration, creativity and inclusion to grow tourism in a way that works for everyone. The foundations are strong, the vision is clear, and the opportunities ahead are substantial.
Working in partnership with Belfast City Council and key stakeholders, we’re committed to increasing the benefits of tourism right across the city and wider region – including into our neighbourhoods – in a responsible and sustainable way. Our goal is to enhance the visitor experience, position Belfast internationally, and ensure that tourism continues to work for the people who call this city home.”
Visit Belfast’s sales and marketing activity is expected to deliver over 850,000 visitors, 450,000 bed nights, and 800,000 tourist enquiries, while also championing environmental and social sustainability across the sector.
Ellvena Grahan, Chair of Tourism Northern Ireland, said:
“Belfast plays a vital role as a gateway city for Northern Ireland, driving international connectivity and contributing significantly to regional tourism growth. Its success strengthens the appeal of the wider destination and supports the delivery of tourism right across the region.”
Tuesday’s launch event at Titanic Belfast welcomed over 250 industry partners, stakeholders and city leaders, demonstrating the strength, scale and unity of Belfast’s tourism community. The high level of engagement reflects a shared ambition to drive forward growth and highlights the vital role that collaboration and cross-sector partnership continue to play in delivering success for the city and region.
Visit Belfast’s 2025-26 business plans are available to view and download at:
www.visitbelfastpartners.com