Tourism NI urges industry - let’s make this summer `Un-Fleadhgettable’

Photo Caption: (L-R) Aleine Donnelly, a harpist and member of Ards CCÉ and Carmel Scott, Head of Marketing at Tourism NI, help launch Tourism NI’s Fleadh Cheoil na hÉireann marketing campaign. 

Over 700,000 people are expected to descend on Belfast for the world’s largest annual festival of Irish music, song, dance, and competitions, which will be hosted by Belfast City Council between August 2 -9. 

It is estimated that the Fleadh, which will also return to Belfast - Ireland’s only UNESCO City of Music – in 2027 will generate millions of pounds for the local economy with the benefits set to be felt across the region. 

With a focus on inspiring visitors to turn their Fleadh trip into a `Giant Adventure’ by extending their stay to explore beyond Belfast, Tourism NI has this week launched a comprehensive marketing campaign aimed at maximising the opportunities hosting the event presents.

The campaign will include TV advertising across RTÉ and TG4, a special supplement in The Irish Independent targeting Republic of Ireland visitors, radio activity aligned with the regional Fleadhs, PR activity across Northern Ireland and RoI, and email marketing and digital and social content. 

The activity, which will run alongside Tourism NI’s Summer marketing campaign, will focus on what there is to explore in Northern Ireland beyond Belfast and beyond the music - from world-class visitor experiences and breathtaking landscapes to stunning coastlines and a vibrant food and drink scene worth savouring. 

On completion, it is estimated that the campaign will have resulted in over 13 million advertising impacts, 12 million digital impressions and a PR reach of 200,000.

Tourism NI will also be hosting a `Get Ready for the Fleadh: Lunch & Learn Webinar’ on June 9.

The webinar is designed to help tourism and hospitality businesses prepare for the opportunities surrounding the Fleadh and maximise visitor engagement across Northern Ireland. 

Tourism NI has also today issued a call out to the industry inviting them to share their Fleadh-related special offers including promotions, events, tailored tours and experiences, and special family-focused packages.

This information will be showcased on www.discovernorthernireland.com while some will also feature in PR, press and social media activity.  

Industry can upload their offers at https://www.tourismni.com/business-guidance/opportunities-campaigns/fleadh-cheoil-na-heireann-belfast-2026/

Tourism NI is also looking ahead to the Fleadh’s return to Belfast in 2027 by launching `A Giant Welcome Back” initiative.

A dedicated landing page on www.discovernorthernireland.com will feature industry-led offers and promotions designed to incentivise visitors coming to the Fleadh to return to Northern Ireland later this year and in 2027. 

During this year’s Fleadh, a special QR code will be widely distributed to drive traffic to this hub to capture visitor interest for future travel. 

Carmel Scott, Head of Marketing at Tourism NI, said: “The Fleadh Cheoil na hÉireann represents a significant opportunity to drive demand by encouraging visitors to extend their stay and explore Northern Ireland’s world-class attractions and experiences - alongside the giant welcome we are known for.

“Our programme of marketing activity is designed to promote the Fleadh, encourage visitors to stay longer, discover more of Northern Ireland and inspire a return visit.

“We would strongly encourage industry partners to get involved by submitting their events and promotions, helping us showcase an `Unfleadhgettable’ giant adventure in Northern Ireland.”