As Belfast gears up for the 2025 tourist season, this article explores whether the city is ready to meet soaring expectations and global competition. With cruise tourism on the rise, a renewed focus on sustainability and a £2 billion economic target in sight, the piece examines the key challenges – from skills shortages to infrastructure gaps – that could shape the future of Northern Ireland’s tourism industry.
Introduction
Tourism has long been recognised as a vital component of Northern Ireland’s economy, contributing significantly to employment, regional development and international profile. In 2023, tourism expenditure in Northern Ireland reached a record £1.2 billion, with ambitious plans set by the Economy Minister to increase this to over £2 billion by 20351. The sector supports approximately 65,000 jobs and accounts for around 5% of Northern Ireland’s total economic output(2).
Recent years have witnessed a shift in tourism dynamics. Post-pandemic recovery has been accompanied by profound changes in visitor expectations, with greater demand for sustainable, authentic and immersive experiences. Screen tourism, culinary travel and wellness retreats are identified as key growth areas, while seamless travel, digital integration and value for money are increasingly decisive factors in destination choice(3).
Northern Ireland’s tourism strategy, as outlined in the Tourism Vision & Action Plan: 10 Year Plan, sets out seventeen key actions aimed at fostering a thriving, sustainable and inclusive tourism sector. These include restoring funding to Tourism Ireland, improving international connectivity through a new aviation policy, expanding peace tourism, addressing skills gaps through a bespoke Skills Action Plan and resolving the Electronic Travel Authorisation (ETA) issue affecting cross-border travel.
Cruise Tourism and Belfast’s Global Appeal
Belfast Harbour is preparing for a record-breaking cruise season in 2025, with a dynamic schedule that promises to bolster the city’s profile as a premier Northern European cruise destination. The port is set to host 146 cruise calls, accommodating over 225,000 passengers and approximately 100,000 crew members. This upcoming season will see 31 cruise lines bringing 57 unique vessels to Belfast’s shores, including 10 inaugural calls and 10 overnight stays – an encouraging sign of the city’s growing appeal(4).
Labour and Skills Challenges
Labour Shortages and Workforce Issues
Belfast’s tourism and hospitality sector is facing severe staff shortages. Brexit has curtailed access to EU workers, while perceptions of low pay, unsociable hours and limited career progression continue to deter local recruitment. New legislation on National Insurance is set to add £4 billion to UK payroll costs, further squeezing sector margins. The ‘Great Resignation’ and rising economic inactivity among young people are exacerbating the problem(5).
The delivery of a robust Skills Action Plan is under pressure, aiming to improve pathways into tourism careers(1).
Skills Gaps
Critical shortages persist in digital, customer service and management skills – all of which are essential for competing internationally. Belfast’s workforce is currently underprepared for high-end and experiential tourism markets. This skills deficit risks limiting the region’s ability to deliver the immersive, screen-tourism-driven experiences that visitors increasingly demand(3).
Financial and Cost Pressures
Rising Operational Costs
Tourism businesses in Belfast are battling rising costs across energy, food, insurance and wages. These inflationary pressures undermine profit margins, deter reinvestment and compromise competitiveness. Many businesses are being forced to pass costs onto consumers or absorb losses(6).
The return to 20% VAT in Northern Ireland has further worsened competitiveness, particularly when compared to the Republic of Ireland where VAT for hospitality has been reduced to 9%(1).
Funding Gaps and Reliance on Public Support
Post-COVID recovery in tourism has been heavily dependent on public funding, the future of which remains uncertain. Belfast risks falling behind more heavily funded destinations. While restoring Tourism Ireland’s budget is part of current plans, future allocations have not been confirmed(1).
Infrastructure and Connectivity Deficits
Poor International Connectivity
Belfast remains poorly connected to major North American and European hubs. The lack of direct transatlantic routes is a major limitation for attracting long-haul tourists and international conference business. In addition, post-Brexit ETA requirements could serve as a further deterrent(1).
Visitor Infrastructure and Wayfinding
An audit of Belfast’s visitor signage and wayfinding assets shows a clear need for a modern, digitally integrated system to enhance navigation and engagement. The city’s outdated infrastructure undermines visitor satisfaction, particularly with increasing pressure on airports and other transit systems due to post-pandemic demand(6).
Accommodation and Capacity Constraints
Hotel Room Shortages
The expansion of Belfast’s hotel stock has stalled due to inflation and financial uncertainty. Without sufficient room capacity, the city risks missing out on both business and leisure tourism opportunities. Northern Ireland’s tourism strategy identifies the need for an appropriate scale and mix of accommodation to meet visitor expectations(1).
Pressure on Alternative Accommodation
Regulatory changes affecting short-term lets like Airbnb could reduce accommodation availability, impacting peak season capacity. Additionally, approximately one in five tourist bedrooms are currently contracted for Government use, restricting options for tourists(7).
Evolving Visitor Expectations and Behaviour
Demand for Sustainable, Authentic Experiences
Post-COVID travellers increasingly seek meaningful, sustainable and locally rooted tourism. Belfast must evolve quickly to remain competitive, adapting its offer to include immersive food, cultural and screen-based experiences. Seamless digital integration is also now a baseline expectation(3).
Longer, Higher-Value Stays
Belfast’s tourism model remains heavily reliant on short city breaks and visits to friends and family. Encouraging longer stays – especially from North American and European markets – is essential to increasing visitor spend and economic impact(7).
Strategic and Competitive Threats
Intense Competition from Other Cities
Cities across Ireland and Europe are investing more heavily in tourism innovation, aviation routes and marketing. Belfast risks being left behind unless it acts quickly to enhance its offer and diversify its source markets beyond the domestic and Republic of Ireland base(6).
Lagging Business Tourism
The recovery of conferences, events and business tourism – vital for midweek hotel occupancy – has been sluggish. Hybrid working continues to suppress demand. Infrastructure bottlenecks and staffing issues at venues and airports further threaten this recovery(6).
Environmental and Social Sustainability Pressures
Climate and Carbon Concerns
Belfast’s tourism sector remains highly reliant on air travel, undermining sustainability goals and exposing the region to future carbon taxes. The city must invest in greener practices and technologies. New sustainability certification schemes are being rolled out to incentivise emission reductions and minimise social impact(1).
Community Wellbeing and Over-Tourism
Balancing tourism growth with residents’ quality of life is an emerging challenge. There is growing awareness that financial, environmental and social sustainability must now be equally prioritised to secure long-term community support and visitor satisfaction(3).
References
1.BBC News NI. ‘Ambitious’ plan to double NI’s tourism industry by 2035, 15 January 2025. https://www.bbc.co.uk/news/articles/c5y68p6x6zpo Accessed 30 April 2025.
2.Northern Ireland Tourism Alliance. Valuing the Tourism Industry, September 2023.
3.BBC Bitesize. Trends in Tourism. https://www.bbc.co.uk/bitesize/articles/zm7mp9q#zqq38p3 Accessed 30 April 2025.
4.Belfast Harbour. Cruise Schedule. https://www.belfast-harbour.co.uk/port/cruise-schedule/ Accessed 30 April 2025.
5.Belfast Telegraph. Labour shortages in NI tourism sector, 24 May 2022.
6.Vivek Neb. 5 Mega Challenges Facing the Global Travel and Tourism Industry, 24 August 2022. https://escalent.co/blog/5-mega-challenges-facing-the-global-travel-and-tourism-industry/ Accessed 30 April 2025.
7.RTÉ News. Irish tourism faces a number of challenges, ITIC warns, 27 December 2023. https://www.rte.ie/news/business/2023/1227/1423816-irish-tourism-faces-a-number-of-challenges-itic-warns/Accessed 30 April 2025.