Visit Belfast Unveils New Brand To Showcase City's Culinary Scene

Visit Belfast has officially unveiled a new brand positioning designed to enhance the city's reputation as a premier food and drink destination.

The launch event, held at the award-winning Waterman restaurant, brought together representatives from the local food and drink industry to showcase the new brand and strategy.

The new brand will support Visit Belfast's mission to drive tourism spend, a key objective of its New Horizon Strategy 2024-2027. By leveraging Belfast's diverse culinary offerings, including two Michelin-starred restaurants, numerous Bib Gourmand awards, and a wealth of independent eateries, the city aims to attract and retain visitors. "Food and drink experiences are a vital ingredient in attracting visitors to our city – for business events, leisure experiences and events and festivals," said Councillor Micky Murray, Lord Mayor of Belfast. "On average, food and drink accounts for approximately 35% of total visitor expenditure and supports over 19,000 jobs in the tourism sector. By celebrating the richness of our local produce, we are enhancing our gastronomic identity and positioning Belfast as a premier destination for food and drink throughout the UK and Ireland."

Anne McMullan, Senior Director, Marketing and Communications at Visit Belfast, added: "Our new Belfast Food and Drink branding proposition aligns with Belfast City Council's ‘Mak e Yourself at Home' strategy, which emphasises the vital role of food and drink in driving visitor spend. A key theme in Visit Belfast's New Horizon Strategy 2024-2027 is showcasing our uniquely local culinary scene— including restaurants, food markets, distilleries, and tasting experiences — that set Belfast apart as a food destination."

The launch of the new brand marks an exciting new chapter in Belfast's tourism, elevating the city's reputation as a culinary destination that offers diverse and exceptional food experiences.

Visit Belfast is a public/private sector partnership funded and supported by Belfast City Council, Tourism NI, and a range of industry partners.