A new integrated strategic framework to co-ordinate tourism development in Belfast has been published. Under the banner of ‘Belfast Tourism: Gateway To The Future’, the new framework aims to help the city, and its tourism industry, to benefit from continued growth in tourism, despite the economic downturn.

Jointly funded by Belfast City Council and the Northern Ireland Tourist board, the framework will be delivered by the council, Belfast Visitor and Convention Bureau and NITB, and is designed to deliver DETI’s ‘Tourism Strategy For Northern Ireland’ at a local level.

Launching the strategy at the Belfast Waterfront this lunchtime, John McGrillen, Director of Development with Belfast City Council, said: “Belfast is a thriving, vibrant, creative city - one which, in recent years, has changed and developed, yet retained many of the marks of a unique history. Belfast's economy has blossomed and its landscape has been reshaped.

“The confident, changing Belfast has become a destination for tourists from around the globe. Visitors are discovering a flourishing cultural scene combined with a unique heritage in a city transformed.

“A city has emerged where history is all around you, whose legacy and tradition lives on in the stories, sharp humour and vibrant creativity of its people. It has become a gateway through which visitors go on to experience the rest of Northern Ireland, and the whole of the island of Ireland.

“Over the next few years, it is vital that we build on the momentum achieved so far. Next year, 2012, in particular, offers us a once-in-a-lifetime opportunity to do this, and to capitalise upon the benefits of an industry that, despite the global downturn, is still the fastest-growing global economic sector.

“In Belfast, we can especially look forward to the opening of Titanic Belfast – a project in which this council has invested significantly – and the benefits this will bring to the city, especially in terms of the number of people it will attract to visit our city.

“But, we need to offer more to our visitors as well as increasing visitor numbers, visitor spend and the length of time visitors stay in Belfast. We want the people of the city to share in the economic, cultural and social benefits that tourism brings. Attracting visitors to Belfast (and to Northern Ireland) benefits every citizen. Tourism boosts the economy, provides jobs and opportunities, brings new facilities to communities across the city and, perhaps most importantly of all, is a source of communal pride.

“Visitors to the city take with them a perception of Belfast and its people. It is vital that their experiences of Belfast's life, culture, places and people are positive, fulfilling and authentic. In this way, visitors become advocates for the city across the globe,” concluded Mr McGrillen.

Alan Clarke, Chief Executive of the Northern Ireland Tourist Board, added: “NITB has identified the significant role Belfast has to play within Northern Ireland tourism, both as a capital and a gateway city. Belfast is fundamental to supporting the delivery of the Northern Ireland tourism targets for 2008-2011 to grow out of state visitor numbers by 25 per cent, to 2.5 million, and spend by 40 per cent, to £520 million. Crucial to delivering these targets will be Northern Ireland’s unique and outstanding visitor experiences, many of which can already be experienced in Belfast.

“NITB is delighted to have worked with Belfast City Council to develop this integrated strategic framework. The strategy reflects the aims of the industry and demonstrates that partnership can deliver a high quality visitor experience and an integrated and focused approach. This strategy will be a key driver as Belfast aims to position itself within the top 20 city destinations in Europe in a highly competitive industry.

“We have already shown that the tourism industry has ambitious plans to become a £1 billion industry by 2020. The next two years, 2012 and 2013, will be critical in acting as a springboard for the next decade, as major signature projects in Belfast, Derry-Londonderry and the Causeway come on stream,” concluded Mr Clarke.

The strategy identifies a number of existing key destinations, which it says ‘must be promoted in an innovative, exciting and consistent way’. These include the city centre, the Lagan River maritime corridor, Queen’s Quarter, Cathedral Quarter and Titanic Quarter.

Alongside these, it identifies emerging destinations such as the Belfast Hills, the Gaeltacht Quarter, Shankill Quarter, the Lisburn Road, the North Belfast Cultural Quarter and the Connswater Community Greenway, which it says can be developed through a more integrated approach between statutory bodies and local communities.

The strategy also identifies a number of themes for development – six main projects which are integral to promoting Belfast as a unique destination. These are ‘The Belfast Story’, maritime heritage and the Titanic Signature Project, the Belfast Hills, the River Lagan and the Crumlin Road Gaol, as well as the need for a dedicated conference and exhibition centre.

The framework also looks at product areas which can be developed to attract more visitors to the city, identifying priority areas such as creative tourism, food tourism, literary and music tourism, family activities, living history and roots tourism. It also recognizes the need for enhanced cultural programming, the staging of major events, the development of green and open spaces and sports promotions as drivers for bringing people to the city.

It sets a number of targets to be achieved within the next five years: with 1.7 million overnight visitors to Belfast in 2009, the strategy seeks to increase this by 40 per cent, to 2.24 million by the end of 2014. It also seeks a 60 per cent increase in holiday visitors, a 20 per cent increase in bed-nights and a 20 per cent increase in visitor spend.

“The strategy is ambitious, but that’s Belfast – an ambitious, vibrant and creative city,” said Mr McGrillen.