Belfast’s tourism appeal is reaching the homes of millions of people both near and far, thanks to a range of targeted digital activity aimed at keeping online users regularly engaged.

As travel restrictions continue to impact on the global tourism industry, destination marketing organisations around the world – including Visit Belfast – have moved quickly to capitalise on the big leap in the number of consumers who are spending significantly more time online and on social media to fill their time.

The move by Belfast’s official destination marketing and management organisation is part of a number of measures designed to support local tourism businesses and to keep Belfast front-of-mind for those planning future visits when the time is right. For now, Visit Belfast’s aim is to encourage people to stay safe and stay home.

Capturing a significant uplift in online activity and social media engagement as people spend more time online, Visit Belfast has worked quickly to maintain brand awareness, sustain interest, loyalty and trust.

As a result, its reach and engagement has been growing strongly in recent weeks, reflecting the 40% jump in social media use across the UK*.

Last year, Visit Belfast reached a local and global audience of 27.3 million online users, demonstrating the power of web and social media channels in promoting the city to both local and international audiences.