Belfast is to be marketed across the UK as a ‘City of Music’.
The £500,000 initiative, which will target over 10 million potential holidaymakers in Britain, tunes in to Belfast’s rich musical heritage in a bid to attract more tourists over the autumn. Tourism Minister Arlene Foster launched the new promotion.
She said: “If we are to further boost tourism we must target specific markets. Encouraging holiday makers from GB to come over and enjoy the thriving music and festival scene here in Belfast is an ideal way to promote everything the city has to offer.
“The intensive programme of marketing activity over the coming weeks will emphasise Belfast’s wealth of musical talent and the tremendous choice that awaits visitors to the city.
“Given the later than ever booking pattern, we still have real opportunities to persuade people to take holidays and city breaks in Belfast and Northern Ireland.”
The new Tourism Ireland advertisements for Belfast, fronted by well-known DJ and TV presenter Annie Mac, will run on 60 national and regional radio stations serving more than nine million listeners in Britain.
The Belfast ads will also be heard by 3.5 million British users of Spotify, the music download website.