As World Tourism Day 2025 is celebrated around the globe under the banner of 'Tourism and Sustainable Transformation', Belfast Flavours members are celebrating serving sustainability and authenticity on World Tourism Day and every day by seizing the moment to showcase how its food, drink, and hospitality scene is leading the way in reimagining tourism for a more authentic future.

One example of how collaborative partnerships, and eco-conscious choices can redefine the visitor experience, is that of a new partnership between Pan and Pour and Boundary Brewery.

Andrew Dougan, Co-Chair of Belfast Flavours said: "I'm a firm believer in the circular economy and sustainability is in our DNA at Yellow Door. As a member of Belfast Flavours, our business has benefited from the connectivity of our membership with our new and exclusive creation for ICC Belfast between Pan and Pour and Boundary Brewery. This exciting opportunity underpins our relationship with the team at ICC Belfast and their belief in us as a local business to serve their international audiences on the global stage."

Belfast Flavours facilitated a meeting which resulted in an IPA being exclusively produced for the ICC Belfast which has subsequently been named by its staff. The ‘Encore' beer joins other products being served to visitors of the ICC Belfast and Ulster Hall, made and produced locally here on our doorstep. This partnership symbolises the kind of authentic and sustainable opportunities that Belfast Flavours exists to champion between producers, venues, and the people who bring the city's culture to life.

Andrew added: "For me, sustainability isn't a slogan. It's a responsibility. I'm committed to buying the best locally and reinvesting locally. I don't think business should be about sucking the profits out of Northern Ireland but about keeping the value here and making it sustainable for businesses, for the local economy and the local community.

"This ethos comes to life in Encore. Brewed less than a mile from the ICC Belfast, the beer represents a break from globalised supply chains dominated by multinational food and drink manufacturers. Instead, it gives international delegates a taste of Belfast, made by Belfast and with a flavour shaped by local creativity and pride.

"It's an honour and a privilege to trade in a building that was built by the people of Northern Ireland, for the people of Northern Ireland. The fact that ICC Belfast staff named the IPA themselves shows the strength of connection between the venue, the producers, and the community it serves."

That sense of connection runs throughout Belfast Flavours members and their tourism offering. Whether through storytelling-led walking tours or farm-to-table dining, Belfast Flavours members ensure visitors leave with memories that go beyond the plate or glass.

Belfast Flavours is a celebration of the city's vibrant culinary culture and a network that connects chefs, producers, venues, and guides. More than a showcase, Belfast Flavours is proving that collaboration and authenticity can transform how visitors experience the city.

To become a member of Belfast Flavours visit www.belfastflavours.com/membership

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