Visit Belfast has officially launched its new food and drink brand position which is designed to enhance the city’s gastronomic tourism offering.
The launch event, held at the award-winning Waterman restaurant in Belfast, brought together over 50 representatives from the local food and drink industry to demonstrate how the new brand and strategy will showcase Belfast’s rich and diverse food scene, from restaurants and food markets to distillery tours and tasting experiences.
"On average, food and drink accounts for approximately 35% of total visitor expenditure and supports over 19,000 jobs in the tourism sector," said Councillor Micky Murray, Lord Mayor of Belfast."Visitors who are motivated by food tend to stay longer and spend more, enriching both our economy and our community."
He added, “By celebrating the richness of our local produce, we are enhancing our gastronomic identity and positioning Belfast as a premier destination for food and drink throughout the UK and Ireland.”
The new brand positioning aims to support Visit Belfast in its mission to drive tourism spend which is a key theme in Visit Belfast’s New Horizon Strategy 2024-2027. The strategy aims to differentiate Belfast as a premier culinary destination, leveraging the city’s unique flavours and gastronomic offerings – including two Michelin-starred restaurants, numerous Bib Gourmand awards, and a wealth of independent eateries.
“Our culinary offerings are central to Brand Belfast, and I look forward to seeing this new positioning rolled out across our marketing activity, reflecting our vibrant culture, heritage, and the expertise of our home-grown talent including some incredibly skilled producers, chefs, and distillers,” said Anne McMullan, senior director, marketing and communications at Visit Belfast.
