Impact of Tourism to Belfast 4 th Global Summit on City Tourism

Impact of Tourism to Belfast 4 th Global Summit on City Tourism

Tourism Function Product Development Marketing & Promotion Monitoring & Research Visitor Servicing

The Visit Belfast Tourism Model 500+ tourism businesses Private Sector Central Government Tourism NI Invest NI Visit Belfast Local Authorities Belfast City Council Lisburn City & Castlereagh District North Down & Ards DC

Rise of City Tourism 5000000 4500000 4000000 3500000 3000000 2500000 2000000 1500000 1000000 500000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Rise of City Tourism: Decade of Growth Visitors from 1.5m to 6.9m Tourism Spend from 114m to 465m Out-of- State Visitors from 721k to 1.6m Cruise Ships from 2 to 82 Belfast Hotel Rooms from 1,132 to 3,600 Bednights from 1.4m to 4m

Belfast Hotel Demand: Record Highs 1200000 78 1000000 800000 600000 76 74 72 70 68 66 2015 YTD: 80.8% room occupancy 89.8% w/end 84.6% w/day 400000 64 62 200000 60 58 0 Room Sales 2009 2010 2011 2012 2013 2014 Room Occupancy % 56

What s driving tourism growth? free independent travel recovering conference & meetings market improved access political stability world-class, competitive tourism offering concerted destination marketing

Belfast s contribution NI Programme for Government Belfast: driving the visitor economy 84% of Belfast spend by visitors from outside NI 89% of bed nights in Belfast generated by out-of-state visitors 36% of trips to NI by out of state visitors generated by Belfast 40% of spend in NI by out of state visitors generated by Belfast 40% of NI hotel accommodation is located in Belfast Regional benefit of Belfast growth 21% of out of state visitors to Belfast visit other areas of Belfast 32% of enquiries handled by Visit Belfast Welcome Centre for other areas in NI 55% of cruise visitors arriving into Belfast visit attractions across NI

The Belfast Agenda BCC Community Plan The Belfast Integrated Tourism Strategy 2015-20 Visit Belfast Plans 2015-18

Outcomes Based Accountability City Outcome City Indicator world-class, must visit, city destination a leading medium-sized city destination for leisure & business tourism in Europe 100% growth in tourism revenue by 2020 Visit Belfast Performance Measures 1.7m bednights 2m enquiries 370m tourism revenue 27:1 return on investment

The Goal 100% growth by 2020 1999

Destination Management & Marketing Leisure Tourism City Breaks Cruise Ships GTO Day trips Business Tourism Meetings Incentives + Conferences Exhibitions Events Global Blockbuster Longevity Managing the Visitor Experience Integrated, co-ordinated planning & delivery Bednights & Spend 100% growth in revenue

Driving overnights Leisure Tourism 200,000 bednights 20m economic benefit 8 Citybreak Campaigns Barcelona, Rome, Amsterdam, Paris, London, Manchester & Liverpool Combined reach : 75m potential visitors Campaign leverage 1: 2.85 / Ave RoI: 1: 78 Cruise tourism: Over 80 ships over 140,000 visitors 1.7m web visits

Business Tourism 195% growth in conference business 300m of conference business in pipeline 250% growth by 2020 Top 5 UK conference destination Top 100 international conference destination 34m conference wins 2015/16 YTD 6 priority sectors (Invest NI) 2015 conferences inc. Rotary GB & Ireland, Radiology International, MoneyConf & EnterConf

Managing the Visitor Experience 585,000 enquiries 12m economic benefit Key gateway information service 31% of VB enquiries are gateway enquiries 65% of visitors were more likely to visit places they hadn t thought of before 69% of cruise passengers are 1 st time visitors 77% of cruise visitors likely to return on a holiday

Visit Belfast Outputs 85m in tourism revenue 1: 2.85 campaign leverage 1: 78 RoI

The way forward City Breaks Cruise Tourism Conference & Meetings Events fastest growing tourism sectors in the world

The Potential Invest in: marketing events access product

How the world sees Belfast a capital that is redefining itself in the eyes of the world. National Geographic Traveller Get here early and enjoy it before the rest of the world arrives. I ve always been very fond of Northern Ireland and have found the people there as friendly as any I ve met. Chief editor of Le Guide du Rotard, Pierre Josse Lonely Planet