Visit Belfast has launched year two of its New Horizons 2024-27 strategy.
Developed through research and consultation with Belfast City Council, New Horizons is Visit Belfast’s multi-year roadmap for tourism growth and resilience.
The strategy sets out bold, collaborative plans to grow the visitor economy and strengthen the city region’s global competitiveness as a leading destinaton for leisure, cruise and business tourism.
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.
Marie-Thérèse McGivern, chair of Visit Belfast, said: “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.”
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.
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.
Visit Belfast’s 2025-26 business plans are available to view and download here.
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