New Horizon's for Belfast City Region
New Horizons for Belfast City Region Visit Belfast Business Plan 2026–27 Delivering Growth, Sustainability and Innovation Across the City Region
Visit Belfast's Business Plan for 2026–27 sets out an ambitious and future-focused roadmap for the city region's visitor economy. Now in Year 3 of our New Horizons strategy, the plan builds on two successful years that have delivered £323m in cumulative economic impact — 76% of the full three-year target already achieved. It outlines how Visit Belfast will continue to lead sustainable growth, drive innovation, and champion the authentic stories of Belfast, reaching new audiences, extending the season and maximising the benefit of tourism across the city region.
Visit Belfast's three-year strategy New Horizons for Belfast City Region 2024–2027 and year-three business plan (2026–2027) are focused on enhancing Visit Belfast's efforts to:
- Grow the visitor economy in the Belfast city region in an inclusive and sustainable way, targeting 1.04 million visits, 500,000 bed nights and £150 million in economic impact
- Position the Belfast city region as a front of mind destination for leisure visits, business events and days out — building on landmark moments including Fleadh Cheoil na hÉireann 2026, Belfast's designation as a UNESCO City of Music and European City of Sport
- Enhance the experience for visitors by showcasing Belfast city region as a diverse and welcoming destination with a unique neighbourhood offer, deepening the Explore the Unexpected narrative across all channels
- Sustain its approach to championing sustainability, pioneering impactful initiatives, inspiring sustainable choices amongst visitors and clients and telling Belfast's sustainability story
