Tourism Ireland leverages Fleadh Cheoil na hÉireann 2026 to highlight Belfast and Northern Ireland

Global spotlight on Belfast as Tourism Ireland promotes Fleadh Belfast 2026 to millions around the world

Fleadh Cheoil na hÉireann, the world’s largest celebration of traditional Irish music and culture, is taking place in Belfast for the first time ever this month. The Fleadh isn't just a landmark cultural event – it’s a superb opportunity to showcase Belfast and Northern Ireland on the global stage. Tourism Ireland has been teeing up the excitement globally, making sure everyone knows that Belfast is the host city for this year’s Fleadh Cheoil na hÉireann.

Tourism Ireland has been highlighting the Fleadh as a ‘must-experience’ event for overseas visitors seeking authentic Irish music and culture. The organisation is also using the Fleadh as a platform to shine a spotlight on Belfast’s designation as a UNESCO City of Music and to showcase the rich cultural and music experiences available right across Northern Ireland.

Etta Austin, Tourism Ireland’s Head of Stakeholder Engagement for Northern Ireland, said: “At Tourism Ireland, we’re thrilled to see the Fleadh taking place Belfast this year and we’ve been proud to spread the word to audiences around the world. As culture is a key motivator for potential overseas visitors to Northern Ireland, the Fleadh provides a powerful opportunity not only to promote Belfast as a city with fantastic music all year round, but also to inspire visitors to come and explore all that Northern Ireland has to offer.

“From international publicity and social media, to paid search, email marketing and a dedicated page on our international website, Ireland.com, we've been showcasing Belfast and Northern Ireland to millions of potential holidaymakers, encouraging them to come and experience the destination for themselves.”

Special highlights of Tourism Ireland’s programme of activity to capitalise on this year’s Fleadh Cheoil na hÉireann have included:

• Broadcast publicity reaching 14 million in North America this spring, which included segments on NBC in the United States and on The Travel Guys, a popular TV travel series in Canada.
• 20+ international media from the GB, the United States, Canada, Germany, France, Spain, Italy, Belgium, the Netherlands, the Nordics and Switzerland on the ground in Belfast, exploring the music scene, which – to date – has led to articles and placements in Time Out, Condé Nast Traveller, The Telegraph, Thrillist (popular US entertainment and lifestyle website), Radio France and Radio Nacional de España. 
• Momentum will build this week, when a major TV show in Great Britain is set to broadcast live from the Fleadh. 
• Social, digital and advertising messaging targeting overseas music fans with Fleadh-focused messaging. In GB alone, activity reached 3.3 million music fans. 
• Dedicated content on Tourism Ireland’s international website, Ireland.com.