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June 2022 Travel News


£97m Tourism Target for Confident Visit Belfast


and economic life and is key to the city’s wellbeing, regeneration and development as it continues to recover from the impacts of the Covid-19 pandemic.” “Despite current challenges, Visit Belfast remains optimistic that Belfast’s resilient tourism sector will continue to move towards full recovery.” Showcasing Belfast’s unique and authentic tourism experiences to audiences across Great Britain, Ireland and beyond will enable us to compete effectively and grow, position and sustain city tourism.” Visit Belfast plans aim to attract 144 cruise visits with an estimated 345,000 cruise visitors as part of its Cruise Belfast partnership with Belfast Harbour – adding to the city’s international arrivals. It is also targeting a significant number of major business events with the aim of generating £40 million in economic value and attracting up to 30,000 delegates, adding to the 118 event bookings already secured and worth an estimated £79m for Belfast over the next few years.


BELFAST’S tourism sector expects to see further growth this year, buoyed by a steady and sustained rise in consumer and business optimism from the city key tourism sectors – business events, city breaks and cruise, according to the city region’s destination management and marketing organisation, Visit Belfast. Launching its marketing plans to more than 150 industry partners and stakeholders at Titanic Belfast – its largest gathering in over two years – Visit Belfast said its strategy going forward will be to drive Belfast’s tourism recovery, supporting partner businesses and converting visitor interest in the city to visits through focussed target marketing, sales and visitor servicing. Visit Belfast embarked on its three-year tourism recovery plan, Rebuilding City Tourism, early last year with its aim to rebuild Belfast’s tourism economy to above pre-pandemic levels by 2025, delivering a forecasted £150 million economic return, up from £135 million in 2019.


Visit Belfast Chair Kathryn Thomson said that after


a difficult two years, and despite the challenges ahead, there are many reasons for optimism. “Tourism plays a pivotal part in


Belfast’s social


Marketing activity will play a key role in Visit Belfast’s plans with an increased focus on digital campaigns and online content in order to support its sales activity and attract new and repeat local, national and international visitors, generating 150,000 bed nights and 100,000 daytrips during 2022-23.


one


Gerry Lennon, Visit Belfast’s Chief Executive, said: “Last year continued be a particularly challenging for


the city. and collaborative


However, partnership


through a dynamic approach, and agile


marketing, Visit Belfast contributed to the recovery of visitor numbers from our key closer-to-home markets of Great Britain and the Republic of Ireland, while continuing to reach out to international markets to keep Belfast front-of-mind for future visits. “The Belfast City Region is well placed to recover


given the strength of our tourism and cultural offer alongside a wealth of visitor experiences including world class attractions, award-winning hospitality and food and a vibrant music scene.


Our industry has a track record for its resilience and determination to succeed against the odds. I’m therefore confident that the outlook for the year ahead is positive and Visit Belfast will play a key role in ensuring city


tourism returns to the record levels enjoyed in 2019.” Titanic Moves in the Vodka Industry


FOLLOWING its hugely successful launch into the whiskey market last year, Belfast-based Titanic Distillers is expanding its spirits portfolio with the introduction of Titanic Distillers Premium Irish Vodka. Last year was a huge one for Titanic Distillers with the launch of its Premium Irish Whiskey blend and the approval of plans to convert the historic Titanic Pump- House into a new distillery and world class tourist attraction.


The launch of Titanic Distillers Premium Irish


Vodka marks the brand’s first move outside of whiskey, and into the booming vodka category which, according to food and drink research consultancy CGA, accounts for 36%* of spirit sales (by value) in Northern Ireland and 26%* in the Republic of Ireland, growing faster on the island than any other spirit during the latest quarter. In an innovative twist, instead of being a traditional potato or grain-based spirit, the new vodka is distilled using the finest hand-picked Irish sugar beet from Co Wexford and Co Antrim, and cut with pure local spring water from Co Down.


“Vodka is the fastest growing spirit category on the island of Ireland,” explained Titanic Distillers director Stephen Symington, “so we had a look and saw a gap in the market for a premium Irish vodka – created on the island using local ingredients


“It was imperative that we put our own Titanic Distillers stamp on it, as we did with our whiskey, so we decided to distil it in our own way, slowly and with Irish sugar beet. Taking only the best part of the spirit, we cut it with pure local spring water and left it unfiltered to let its raw, distinctive character shine through,” he added. “The result is Titanic Distillers Premium Irish Vodka, a strong, honest brand that is clean and smooth, with a crisp brightness and a sweetness, which can be enjoyed neat, in a cocktail or with your favourite mixer,” concluded Stephen.


CGA research* also reveals that 18% of vodka drinkers are now buying it more often than they did a year ago, with two in five (40%) drinking it every or nearly every time they are out. The market in Ireland is led by women and young adults, with two thirds (65%) of drinkers female and just over half (52%) aged 34 or under.


Titanic Distillers Premium Irish Vodka, available in a 70cl bottle (40% ABV), will be launched exclusively in the On-Trade, to be followed with an Off-Trade launch later in the year. Distributed by Craigavon-based United Wines, the


all-Ireland launch will be supported with a heavyweight marketing campaign that will include PR, digital and social media, sampling and category sponsorship at this year’s AVA Festival, an electronic audio, visual, arts festival taking place at Titanic Slipways on June 3/4. Founded by Belfast businessmen Peter Lavery, Sean Lavery, Richard Irwin and Stephen Symington, Titanic Distillers is based at the Titanic Pump-House, a listed building that was first opened in 1911.


The neighbouring dry dock was built to accommodate the massive White Star transatlantic liners Olympic and Titanic, and remains a scheduled monument – within walking distance of Titanic Belfast, the world’s biggest Titanic exhibition centre and Northern Ireland’s number one tourist attraction.


Work is now underway to convert the Titanic Pump- House into a working distillery and authentic world class tourist attraction with more details and news on a potential opening date expected to be announced soon.


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