Tourism Northern Ireland is urging local tourism and hospitality businesses to capitalise on the upcoming Comhaltas Fleadh Cheoil na hÉireann to turn the event into a definitive milestone for regional tourism.

Belfast City Council will host the world's largest annual festival of Irish music, song, dance, and competitions between 2 August and 9 August. More than 700,000 people are expected to attend the event. The Fleadh, which is also scheduled to return to Belfast — Ireland's only UNESCO City of Music — in 2027, is projected to generate millions of pounds for the local economy, with financial benefits extending well beyond the host city.

To encourage visitors to extend their stay and explore areas outside of Belfast, Tourism NI has initiated a comprehensive marketing campaign. The promotional drive features television advertising on RTÉ and TG4, a dedicated supplement in The Irish Independent targeting visitors from the Republic of Ireland, radio broadcasts aligned with regional Fleadh events, widespread PR activity across both Northern Ireland and the Republic of Ireland, email marketing, and targeted digital and social media content.

Operating alongside Tourism NI's broader summer marketing initiatives, this campaign highlights Northern Ireland's diverse attractions beyond the music festival, including world-class visitor experiences, landscapes, coastlines, and the regional food and drink sector. Upon conclusion, the promotional activity is estimated to achieve over 13 million advertising impacts, 12 million digital impressions, and a PR reach of 200,000. To assist the industry in preparing for the influx of visitors, Tourism NI will host a 'Get Ready for the Fleadh: Lunch & Learn Webinar' on 9 June. The session is designed to help businesses maximise visitor engagement and tap into the commercial opportunities presented by the festival.

Additionally, Tourism NI has issued an appeal to hospitality and tourism operators to share their Fleadh-related special offers, including tailored tours, promotions, events, and family-oriented packages. Selected submissions will be showcased on the Discover Northern Ireland website and featured across press, PR, and social media channels. Businesses can upload their commercial offers through the dedicated Tourism NI business guidance portal.

Looking ahead to the festival's return next year, a 'A Giant Welcome Back' initiative has also been introduced. A dedicated landing page on the Discover Northern Ireland website will aggregate industry-led promotions aimed at incentivising festival visitors to return to Northern Ireland later in the year and throughout 2027. During the event, a unique QR code will be distributed widely to direct foot traffic to this online hub and capture visitor interest for future travel.

Carmel Scott, Head of Marketing at Tourism NI, said: "The Fleadh Cheoil na hÉireann represents a significant opportunity to drive demand by encouraging visitors to extend their stay and explore Northern Ireland's world-class attractions and experiences – alongside the giant welcome we are known for.

"Our programme of marketing activity is designed to promote the Fleadh, encourage visitors to stay longer, discover more of Northern Ireland and inspire a return visit.

"We would strongly encourage industry partners to get involved by submitting their events and promotions, helping us showcase an 'Unfleadhgettable' giant adventure in Northern Ireland."