Visit Belfast Expands Ambassador Network to Attract More International Conferences
Visit Belfast has launched the next phase of the Northern Ireland Ambassador Network, bringing together more than 1,400 business, academic, medical, and industry leaders to help attract major international conferences and events to the region.
The initiative, unveiled at the Belfast Harbour Commissioners’ Offices, builds on a successful model that has generated an estimated £489 million for Northern Ireland’s economy over the past 25 years. Previously known as the Ambassador Circle, the programme has played a key role in positioning Northern Ireland as a competitive destination for global business events.
Business Events Sector Continues Strong Growth
The relaunch comes as Northern Ireland’s meetings, incentives, conferences, and exhibitions (MICE) sector records significant growth. According to the latest Northern Ireland Statistics and Research Agency (NISRA) Annual Tourism Statistics, attendance at business events reached nearly 125,000 visitors in 2025, representing a 10.4% increase compared to 2024.
The growth highlights the increasing importance of international conferences and business events in supporting tourism, economic development, and global investment opportunities across the region.
Government Backs Tourism and Conference Industry Expansion
Speaking at the event, Economy Minister Dr Caoimhe Archibald MLA highlighted the Ambassador Network’s contribution to Northern Ireland’s economic success.
She noted that the Ambassador Programme was established in 1998 during a transformative period for Northern Ireland and has helped drive tourism revenue growth from £280 million to more than £1 billion annually.
The Minister emphasized the government’s long-term ambition to double the tourism economy and transform it into a £2 billion industry by 2035, with conferences and business events expected to play a crucial role in achieving that objective.
Ambassadors Helping Northern Ireland Compete Globally
Visit Belfast Chief Executive Officer Gerry Lennon described the Ambassador Network as a powerful collaboration between local experts and strategic partners.
He explained that ambassadors contribute their professional influence, expertise, and international connections to help secure prestigious global conferences for Northern Ireland. These events not only enhance the region’s international reputation but also create year-round economic benefits for hotels, conference venues, restaurants, and visitor attractions.
The initiative continues to strengthen Belfast’s position as a leading destination for business tourism and international meetings.
Local Expertise Drives Conference Success
Tourism Northern Ireland’s Interim Director of Marketing, Eimear Callaghan, highlighted the significant role local ambassadors play in securing major conferences.
Research shows that approximately 80% of international conferences hosted in Northern Ireland are won with the support of a local ambassador. This collaborative approach allows the region to showcase its expertise in key sectors, world-class academic institutions, innovation capabilities, and renowned hospitality sector.
New Advisory Board and Industry Panels Announced
The event also marked the launch of a new Advisory Board, chaired by Marie Doyle, Belfast Office Senior Partner at Deloitte Northern Ireland.
The Board includes senior representatives from leading organizations such as the NI Chamber of Commerce, Queen’s University Belfast, Ulster University, Catalyst, Belfast Health and Social Care Trust, HIRANI, MATRIX, and Invest Northern Ireland.
To further strengthen sector-focused event attraction efforts, several new advisory panels have been created, focusing on:
- Software, Cybersecurity and Fintech
- Advanced Manufacturing
- Life and Health Sciences
- Agri-food and Technology
- Screen and Creative Industries
These panels will help identify opportunities to attract specialized international conferences aligned with Northern Ireland’s key economic strengths.
A Unified Strategy for Future Growth
Developed and managed by Visit Belfast, the Northern Ireland Ambassador Network is supported by Belfast City Council, Tourism Northern Ireland, Invest NI, Queen’s University Belfast, and Ulster University.
The initiative aligns tourism, research, innovation, and economic development under a shared vision of attracting world-class business events to Northern Ireland. Backed by new international sales and marketing strategies, the Network aims to further strengthen the region’s global reputation and drive long-term economic growth.
