Belfast International Airport and Visit Belfast, the city region's destination marketing and management organisation, have announced a new strategic partnership focused on driving tourism growth, supporting investment, and improving the overall visitor experience.

The collaboration unites Northern Ireland's busiest airport, located approximately 30 minutes from Belfast city centre and currently undergoing a £100 million transformation programme, with Visit Belfast's expertise in promoting the city as a leading destination.

The partnership will concentrate on shared objectives, including enhancing the visitor experience upon arrival and departure at the airport. This will involve highlighting the airport's ongoing significant investments through information provision, promotional support, and branding opportunities across Visit Belfast's extensive global digital and marketing channels.

Furthermore, Belfast International Airport and Visit Belfast will work closely together to identify and pursue joint opportunities aimed at attracting more international visitors to both the city and the airport.

Last year saw a record 6.8 million passengers using Belfast International Airport, underscoring its crucial role as a gateway to the region.

Dan Owens, Chief Executive Officer of Belfast International Airport, emphasised the airport's commitment to passenger experience. "Belfast International Airport is committed to enhancing the passenger experience and our investment and focus in this area can now easily be seen by the significant developments already under way. As part of a £100 million multi-year investment programme, we’re enhancing every area and we’re excited by the progress already made," he said. He also highlighted the economic importance of tourism. "We also recognise the important role we play in driving tourism growth and economic impact for the city and region, which is why we are excited to be agreeing a formal, strategic partnership with Visit Belfast that will maximise opportunities for two organisations that share similar goals. We’re excited by the programme of work ahead and look forward to working even more closely with Visit Belfast in the months and years ahead."

Belfast International Airport, part of the VINCI Airports network, is currently undergoing significant interior and exterior upgrades as part of its investment. Recent developments include the commencement of work on a new duty-free walkthrough area this month.

Visit Belfast highlighted that the partnership will leverage its established destination marketing strategies to further promote the city to both leisure and business travellers.

Rachael McGuickin, Deputy Chief Executive Officer of Visit Belfast, stressed the importance of collaboration in achieving tourism success. "Strong partnerships and collaboration have been vital in delivering tourism success for Belfast and connectivity is key to driving travel opportunities, visitor numbers and economic growth," she stated.

She added: "Our largest international gateway and a major investor in tourism, Belfast International Airport is critical to city and regional tourism growth, and we are delighted to be working closely with the team on a range of opportunities that support our shared mission for growth and success. This is a landmark partnership for Visit Belfast, and we’re excited by its significant potential."

Visit Belfast, supported by Tourism NI, Invest NI, and Belfast City Council, recently celebrated its 25th anniversary and aims to generate £424 million for the city economy as part of its "New Horizons for Belfast City Region 2024-2027" strategy, having already exceeded initial targets.