Neighbourhood tourism is fast becoming a cornerstone of Belfast’s evolving visitor strategy, aiming to share the benefits of tourism more equitably across the city. By spotlighting local stories, culture and community-led experiences, this approach seeks to attract culturally curious travellers while supporting regeneration, enterprise and pride within neighbourhoods. With initiatives like the Neighbourhood Tourism Investment Programme and alignment with the Belfast Stories project, the city is laying foundations for a more inclusive and authentic tourism offer—though not without challenges around capacity, infrastructure and long-term sustainability.
Introduction
Neighbourhood tourism has emerged as a central strand of Belfast’s tourism strategy, designed to widen the economic, cultural and social benefits of the visitor economy. Recognising that authentic experiences and local storytelling are increasingly valued by visitors, Belfast City Council and partners are seeking to position the city’s neighbourhoods as destinations.
This article outlines the aims and objectives of neighbourhood tourism development, reviews progress made, highlights challenges and assesses the potential impacts of the policy.
Aims and Objectives
The neighbourhood tourism policy is underpinned by a commitment to:
- Widen the benefits of tourism beyond the traditional city centre into local communities (Visit Belfast Tourism Strategy – New Horizons, p.63).
- Foster regenerative tourism, enhancing the social, economic and cultural fabric of local neighbourhoods through sustainable visitor activity (Make Yourself at Home – Planning for the Future of Tourism, p.2).
- Celebrate local identity and culture, using storytelling as a core method for delivering authentic visitor experiences (Tourism in Belfast, “Storytelling” section).
- Increase footfall, dwell time and visitor spend in non-central locations, creating jobs and supporting micro-businesses (Update on Neighbourhood Tourism Investment Programme, p.1).
- Build skills, capacity and collaboration within community and tourism organisations to develop new visitor products and experiences (Update on Neighbourhood Tourism, p.4).
Neighbourhood tourism is also intended to contribute to the broader objectives of the Belfast Region City Deal and complement flagship projects such as Belfast Stories, a major £100 million investment (Lord Mayor reveals Belfast Stories – Public Consultation, p.1).
Progress to Date
Several key initiatives and structures have been put in place:
Development of the Neighbourhood Tourism Investment Programme (NTIP)
- A £500,000 two-year pilot fund has been established to support the creation of local tourism products, initially allocating £250,000 to each delivery strand (Agenda item – Update on Neighbourhood Tourism Investment Programme, p.1).
- The fund provides mentoring and grant support for neighbourhood organisations at different stages of development (Update on Neighbourhood Tourism, p.3).
Research and Consultation
- Nine workshops across the city engaged 98 participants from 58 organisations to shape programme design (Update on Neighbourhood Tourism, p.3).
- Consultations confirmed strong appetite for authentic storytelling, local pride, and a desire to avoid a “sanitised” version of Belfast’s history (Update on Neighbourhood Tourism, p.4).
- Key market segments were identified: NI aspiring families, ROI active explorers, GB culturally curious travellers (Agenda item – Update on Neighbourhood Tourism Investment Programme, p.3).
Ongoing Support for Established Groups
- Continued funding for EastSide Partnership and Fáilte Feirste Thiar (£62,500 per year each) to ensure continuity of city-wide connections and cross-community engagement (Agenda item – Update on Neighbourhood Tourism Investment Programme, p.1).
Link to Strategic Projects
- Neighbourhood tourism will directly align with the Belfast Stories project, with local narratives feeding into and expanding visitor journeys from the city centre (Update on the development of Neighbourhood/Local Tourism, p.2).
Challenges to Delivery
Despite the strong conceptual framework, there are significant delivery challenges:
1. Capacity and Skills Gaps
- Many community organisations are volunteer-led and lack tourism expertise, marketing skills or commercial experience to develop viable visitor products (Update on Neighbourhood Tourism, p.5).
- There is limited understanding among providers of market segmentation and tourist demand trends, meaning significant training and support are needed (Agenda item – Update on Neighbourhood Tourism Investment Programme, p.3).
2. Infrastructure and Access Issues
- Transport links, signage, and visitor amenities outside the city centre are often underdeveloped, making it harder to attract and satisfy visitors in some areas (Appendix 7 – Tourism and Events Workplan 2024-25, p.2).
3. Risk of Fragmentation
- Without coordinated marketing, quality control and visitor servicing, there is a risk that isolated neighbourhood products will fail to generate significant new demand (Update on Neighbourhood Tourism, p.5).
4. Financial Sustainability
- Long-term financial sustainability for community-led initiatives is uncertain, especially once initial grant support concludes (Update on the development of Neighbourhood/Local Tourism, p.2).
5. Balancing Authenticity and Market Appeal
- While “gritty” authenticity is valued, care must be taken to avoid sensationalism or narrative conflict, particularly when dealing with sensitive histories (Update on Neighbourhood Tourism, p.4).
Potential Impacts
If effectively delivered, neighbourhood tourism could yield significant positive impacts for Belfast:
Economic Impacts
- Increased visitor spend across a wider geography, supporting local businesses, cafes, attractions and events (Visit Belfast Tourism Strategy – New Horizons, p.63).
- New enterprise opportunities for micro-tourism and creative economy businesses (Neighbourhood Tourism Consultation, p.1).
Social Impacts
- Strengthened community pride and cohesion through ownership of local storytelling (Tourism in Belfast, “Storytelling” section).
- Opportunities for skills development and employability in disadvantaged areas (Make Yourself at Home – Planning for the Future of Tourism, p.5).
Cultural Impacts
- Protection and promotion of Belfast’s diverse cultural narratives, traditions and landscapes (Lord Mayor reveals Belfast Stories – Public Consultation, p.1).
Environmental Impacts
- Dispersing visitors could reduce congestion and environmental pressure on the most popular city centre sites, supporting sustainable tourism goals (Make Yourself at Home – Planning for the Future of Tourism, p.6).
Conclusion
Neighbourhood tourism represents an exciting and progressive new dimension of Belfast’s tourism growth strategy.
However, realising its full potential will require overcoming serious challenges around capacity, infrastructure and market positioning.
Success will depend on a coordinated, city-wide approach that combines skills support, investment in physical and digital infrastructure, sustained marketing and ongoing community engagement.
Done right, it could transform Belfast’s international image, create a richer visitor experience and deliver lasting benefits to the people and places that make the city unique.
Bibliography
- Visit Belfast Tourism Strategy – New Horizons for Belfast City Region, Visit Belfast, 2024.
- Neighbourhood Tourism Investment Programme Workshops, Belfast City Council, 2023.
- Appendix 7 – Tourism and Events Workplan 2024–25, Belfast City Council, 2024.
- Tourism in Belfast, Belfast City Council, 2023.
- Lord Mayor Reveals Belfast Stories – Public Consultation Launched Today, Belfast City Council, 2024.
- Update on the Development of Neighbourhood/Local Tourism, John Greer and Kerry McMullan, Belfast City Council, 2023.
- Update on Neighbourhood Tourism, John Greer, Lesley-Ann O’Donnell and Kerry McMullan, Belfast City Council, 2024.
- Agenda Item – Update on Neighbourhood Tourism Investment Programme, Belfast City Council, 2024.
- Neighbourhood Tourism Consultation, Belfast City Council, 2024.
- Make Yourself at Home – Planning for the Future of Tourism, Belfast City Council, 2021.