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05 Oct 2016

Promoting Belfast to 1.5+ million ‘social energisers’ via Time Out in London

Tourism Ireland promotion highlights Belfast as the “latest hot destination for savvy foodie travellers”

Tourism Ireland’s latest promotion to highlight Belfast, Northern Ireland and our special Year of Food and Drink is under way this week. It involves a partnership with Time Out in London – reaching the magazine’s 1.1 million readers with a great article on Belfast and its superb food and drink offering. The promotion also includes digital activity, which will target a further 550,000 people – through a special Belfast section on Time Out online, blog posts and email marketing.

The article in Time Out magazine – which describes Belfast as the “latest hot destination for savvy foodie travellers” – mentions places like St George’s Market, OX, Deanes Eipic and Miel et Moi patisserie. It also includes tips on great food and drink for ‘foodie’ visitors to bring home from Northern Ireland – including Shortcross Gin, dulse from Strangford Lough and Fivemiletown Ballyoak cheese.

Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Time Out, to encourage Londoners to consider a short break or holiday in Belfast and Northern Ireland. Tourism Ireland is continuing to highlight Northern Ireland’s Year of Food and Drink this autumn. Our message here in GB is that Northern Ireland is a superb choice for ‘foodies’ for a holiday or long weekend break.”

Tourism Ireland’s partnership with Time Out is just one element of the organisation’s busy autumn promotional programme, which is in full swing right now. The programme aims to boost late-season travel to Northern Ireland – from Britain and elsewhere around the world. The September to December period usually yields as much as 30% of Ireland’s overseas tourism business.


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 over 2 million overseas visitors to Northern Ireland, delivering revenue of about £454 million.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted more than 16.6 million visitors in 2015.