Belfast and Tourism Ireland Strengthen Global Connections at World Travel Market, Here’s All You Need to Know

A cohort of Belfast tourism companies partnered with Tourism Ireland in WTM for the first time this year. World Travel Market in London is one of the biggest tourism trade fairs in the world, and this was the first opportunity for all of Northern Ireland to promote their tourism services in the world market. Dr. Caoimhe Archibald, the Economy Minister for Northern Ireland, traveled with the team, indicating the importance of this opportunity for investment in this region.

The WTM London is the first world tourism trade fair which focuses on B2B opportunities, as such this is where stakeholders in the tourism industry go to meet and cross promote their services. This was the first promotional WTM for Tourism Ireland which is aimed at the promo for 2026 branding Northern Ireland and Ireland as a global tourism hub.

Promoting Northern Ireland’s Tourism Assets

Northern Ireland’s tourism industry is diverse and rich in offerings, ranging from premium hotels and whiskey distilleries to visitor attractions and hidden cultural gems. The delegation from Belfast included a variety of tourism businesses eager to connect with international tour operators and other industry players. In total, over 1,200 meetings were scheduled with tour operators and travel trade professionals, creating opportunities to secure new business for 2026 and beyond.

The tourism companies that participated in WTM London were focused on promoting Northern Ireland’s cultural heritage, landscapes, and authentic experiences that set it apart as a unique travel destination. With Belfast at the forefront of this initiative, the aim was not only to increase visitor numbers but also to elevate the region’s standing as a prime destination for international travelers.

Strategic Goals for Northern Ireland’s Tourism Growth

Dr. Caoimhe Archibald, Northern Ireland’s Economy Minister, highlighted the importance of tourism as a significant driver of the region’s economy. She expressed the government’s commitment to growing the sector, with a target to reach £2 billion in tourism expenditure from overnight visitors by 2035. She emphasized that events like WTM London play a crucial role in achieving these objectives by creating opportunities for tourism businesses to meet with global operators and negotiate contracts that will help bring more tourists to Northern Ireland.

“We want Northern Ireland to be seen as a must-visit destination,” Archibald said. “This event allows us to meet with international travel professionals and showcase the beauty and uniqueness of our island, with its cultural richness, landscapes, and heritage. It is an opportunity to put Northern Ireland on the map as a prime tourist destination.”

By increasing the visibility of Northern Ireland on the world stage, these efforts are expected to not only boost tourism but also create jobs, generate local income, and stimulate other sectors of the economy, such as hospitality, retail, and transportation.

The Impact of WTM London on Belfast’s Tourism Sector

The World Travel Market provides a unique opportunity for tourism boards and local businesses to connect with potential partners, clients, and investors. It serves as a platform for exploring new markets, building relationships, and negotiating deals. For Belfast, the event is an ideal venue to present the city’s tourism products to an international audience and expand the reach of the region’s offerings.

Alice Mansergh, Chief Executive of Tourism Ireland, stated that the participation of 25 tourism companies from across Northern Ireland at WTM London demonstrates the region’s readiness to be recognized as a leading destination for global tourists. “Our presence at World Travel Market is crucial in kick-starting our promotional activities for 2026. We are targeting visitors who do more, see more, enjoy more, and spend more during their time on the island,” Mansergh said.

Through this event, Tourism Ireland aims to attract visitors who will not only explore the typical tourist attractions but also engage in deeper experiences that offer insights into local cultures, food, and traditions. This approach seeks to extend the average length of stays and increase spending, benefiting both tourism businesses and the local economy.

Highlighting the Diversity of Northern Ireland’s Tourism Products

At the WTM London, Northern Ireland’s tourism offerings were presented through a range of media, including one-on-one meetings, promotional materials, and interactive displays. Belfast, as a growing cultural hub, showcased its impressive array of art, history, and architecture, while also highlighting the food scene, including world-famous distilleries and vibrant pubs. This was complemented by Northern Ireland’s rich heritage sites, such as the Giant’s Causeway, Belfast’s Titanic Quarter, and the Game of Thrones filming locations, which continue to draw attention from tourists around the globe.

Whiskey distilleries were also a focal point of the tourism push, with Northern Ireland positioning itself as an up-and-coming destination for whiskey tourism. The region’s growing reputation for producing high-quality spirits has created a niche market for enthusiasts looking for a unique cultural experience tied to Ireland’s long-standing distilling tradition.

Growing Interest from Emerging Markets

At WTM London, Northern Ireland’s tourism representatives met with tour operators and travel professionals from a variety of emerging markets, including China, India, and the Middle East. These markets have shown increasing interest in European travel, and as the world’s largest travel fair, WTM provided a perfect setting for forging new connections and exploring potential for growth in these regions.

Northern Ireland’s tourism sector is keen to tap into these new markets, leveraging the region’s authentic experiences and unique attractions to draw in travelers looking for something off the beaten path. By offering tailored experiences such as luxury accommodations, gastronomy tours, and cultural excursions, Northern Ireland is positioning itself as an appealing choice for these high-growth markets.

Strengthening Northern Ireland’s Reputation in Global Tourism

As a result of its presence at WTM London 2025, Northern Ireland is poised to benefit from increased global awareness and recognition. The country’s tourism sector, represented by Belfast and its surrounding areas, is actively working to build a reputation for sustainability, innovation, and cultural heritage—all of which are increasingly important to today’s conscious travelers.

The 2026 promotional campaign will continue to push Northern Ireland’s strengths in these areas, with a focus on creating deeper connections with travelers from diverse global markets. By participating in WTM London, Northern Ireland not only strengthens its tourism industry but also solidifies its position as an international destination for travelers seeking both adventure and culture.

A Bright Future for Belfast and Northern Ireland Tourism

World Travel Market 2025 gives Belfast and Northern Ireland an opportunity to widen their focus in global tourism markets. Given their developed strategic partnerships, unique and innovative tourism products, and dedication to sustainable growth, the region will certainly focus on an increase in overseas visitors in the coming years. In Northern Ireland, more stakeholders will continue to develop the tourism economy which strengthens the rest of the region. 2026 will be focused on tourism fueled by local partnerships and the industry as a whole.

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