City Tourism Rebuilt After Ash Crisis

As the 'fall-out' from the Icelandic volcano crisis settles, Belfast is set to 'buzz' again as the city fights to regain in-bound travellers.

New jobs could be created and existing ones in Belfast retained as the tourism industry across Europe counts the cost of almost a week of travel disruption, while Belfast Visitor & Convention Bureau (BVCB) is working with its members to speed recovery and encourage visitors to reinstate their travel plans and come to Belfast.

BVCB is strengthening its current out-of-state marketing campaign which includes a multi-media promotional mix of TV, radio and outdoor activity, PR and digital marketing and focuses on special short break offers at a range of hotels.

The aim is to appeal to visitors to spend spring in Belfast by focusing on value breaks and highlighting festivals including the Festival of Fools, the Cathedral Quarter Arts Festival, Belfast Children's Festival and Titanic Maritime Festival as well as unique attractions such as the refurbished City Hall and Ulster Museum and St George's Market and the great Belfast food on offer in restaurants, cafés, markets and gastro pubs.

"A survey of our members has shown that many have seen a significant drop in trade due to the air traffic disruption caused by the volcanic eruption in Iceland," said BVCB Marketing Director, Michael McCormick.

"Our concerns are now on the lasting repercussions of cancelled business and travel but we're as an industry are determined to be positive and pro-actively work together to promote the city, its attractions, great range of accommodation and ease of access," he said.

"We are re-doubling our marketing efforts, particularly in the Republic of Ireland and Great Britain as well as in other parts of Europe in order to encourage those who may have been forced to cancel or alter their plans to consider coming to Belfast this spring and summer," Michael added.

Howard Hastings, Managing Director of Hastings Hotels, has been working throughout the crisis to minimise the effect on the top hotel group's business.

"Since the crisis began, the staff and management in each of our hotels worked around the clock to accommodate guests who found themselves unable to leave the country.

"They also found themselves looking after local people and those from elsewhere in Ireland and Great Britain who found that their holiday plans had been hampered by the flight ban.

"While we have had a number of cancellations, rooms, meetings and conferences too, our own marketing efforts have sought to minimise the impact. We are keen to be involved with this campaign which should appeal to a wide range of domestic and out-of-state visitors," he said.

Andrea Hayes from flyBE is one of the carriers joining forces with BVCB to bring business and leisure travellers back to the city: "There is no denying that the flight ban has taken its toll on our business and we are keen to encourage passengers to return to Belfast and see passenger levels return to what they should be.

"We're already working hard to recoup the losses caused by this unusual event. We are delighted to be partnering BVCB's spring campaign, working in promoting our extensive regional services to Belfast and hope to see more visitors than ever flying into Belfast with flyBE."

Whilst the air crisis had the effect of boosting business for ferry companies, with Norfolkline and Stena Line carrying thousands of additional passengers during the crisis, both companies recognise that it has been a difficult time for many within the tourism industry.

Norfolkline and Stena Line are therefore also keen to continue highlighting the convenience and reliability of ferry links into Belfast from Great Britain and are therefore adding their support to the campaign.

(BMcC/GK)