Tourism NI launches Music Experience Development Programme ahead of Fleadh Cheoil na hÉireann

Photo Caption: (L-R) Rosie Smyth, from Aghagallon, Liz Steele, Culture and Heritage Tourism Manager at Tourism Northern Ireland and Andy McGregor, from Clough, launch Tourism NI’s new Music Experience Development Programme.

Belfast will host Fleadh Cheoil na hÉireann between August 2 and 9 with around 700,000 visitors expected to descend on the city and its outskirts to enjoy the programme.

For Northern Ireland’s tourism industry, the event represents a major opportunity to showcase the region’s cultural strengths, drive record visitor numbers, increase overnight stays, and stimulate demand across accommodation, hospitality, attractions, tours, transport, and experiential offerings.

As part of its ambition to showcase and further enhance the destination’s reputation as a place for authentic culture and heritage, Tourism NI is inviting providers that reflect the region's musical tapestry to participate in a new Music Experience Development Programme.

It is the aim of the programme to develop new, authentic music experiences that will attract visitors now and in the future.

An introductory, online information session on Monday, February 23 will provide insights into this exciting new opportunity, aimed at supporting providers to craft compelling music experiences that can motivate domestic and global customers to participate, visit, stay and return to Northern Ireland.

Examples could include multi-sensory experiences that involve visitors learning new skills such as how to play or make an instrument, meeting a traditional musician and witnessing their craft, or rural and urban guided music tours.

Further information about the programme and how to submit an expression of interest – before 12Noon on Tuesday, February 16 -  is available at Music Experience Development Programme

Liz Steele, Culture and Heritage Tourism Manager at Tourism NI, said: “We know that the sound of music beats in every town and village across Northern Ireland, music that has been shaped by tradition and artists. 

“We want visitors to share in these traditions and connect with the music makers who make our places unique. 

“In August, the Fleadh will bring a spotlight on music here like never before and this programme is designed to inspire and create new authentic music experiences that will attract, engage and immerse visitors for years to come.”