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18 May 2016

Belfast is “rich in heritage, culturally vibrant, diverse and captivating” – says actor Richard E Grant

Tourism Ireland campaign with Smooth Radio goes live, highlighting Belfast to millions across Great Britain

A brand new online film starring actor Richard E Grant exploring Belfast has been unveiled. It’s the first in a series of short films created by Tourism Ireland and Smooth Radio to highlight Belfast and Northern Ireland to holidaymakers in Great Britain this year.

In the film, viewers see Richard E Grant discovering Belfast and some of the many wonderful experiences on offer here – including Titanic Belfast, City Hall, the Cathedral Quarter and The MAC, as well as the Ulster Museum and Botanic Gardens. He also enjoys a Belfast Food Tour with Caroline Wilson – taking in places like St George’s Market, Deirdre McCanny’s chocolate boutique, Co Couture, and Sawers, where proprietor Kieran Sloan offers him some delicious smoked salmon on wheaten bread.

Describing Belfast, Richard E Grant says the city is “rich in heritage, culturally vibrant, diverse and captivating at every turn, from the classical to the contemporary, to the mythical and magical, there’s much to explore here each time I visit and it serves its hospitality in no half measures”. He wraps up the film saying “here in Belfast, countless pleasures await you”.

To view the film, click here.

Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our promotion with Smooth Radio and Richard E Grant has been specifically designed to highlight holidays and short breaks in Northern Ireland. We’re excited to be working with Richard E Grant, as he’s a great fit with our important ‘culturally curious’ audience.  We are encouraging prospective visitors to visit Belfast and experience a city rich in heritage, culturally vibrant and famous for its foodie delights, its live music scene, its shopping and its warm and welcoming people.”

The campaign – which is being rolled out in two phases – will reach about 5.5 million people across Britain. The series of films will be promoted on the Smooth Radio website and through on-air mentions. They will also be shared on Tourism Ireland’s website,, and via social media – targeting Tourism Ireland’s audience on Facebook (430,000 fans in Britain alone) and Twitter (almost 68,000 followers). The promotion also includes a competition on the Smooth Radio website, with a chance for two lucky people to win a trip to Belfast.

This campaign is just one element of Tourism Ireland’s extensive promotional programme aimed at boosting travel to Northern Ireland from Great Britain during 2016.


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2015, we welcomed about 1.9 million overseas visitors to Northern Ireland, delivering revenue of about £454 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2015, attracted about 16.6 million visitors.


Previous Press Release

16 May 2016

Tourism Ireland leads sales mission to China