A momentous year in Belfast
A year of transformation at ICC Belfast
Rob McConnell, CEO, ICC Belfast, Waterfront Hall and Ulster Hall reflects on leading ICC Belfast through 360 events, creating original content, and positioning the city as a major international destination, over his first 12 months in post:
When I stepped into the role of CEO at ICC Belfast last February, I understood I was walking into a demanding remit. What I didn’t fully grasp was just how transformational the business events sector could be for a rapidly evolving city like Belfast and for Northern Ireland as a whole.
ICC Belfast is Northern Ireland’s only purpose‑built convention centre. Alongside operating the iconic Waterfront Hall and historic Ulster Hall, the dedicated convention space has existed for just eight years, two of which were overshadowed by the pandemic. Yet in this short time, our team has earned shelves of international industry awards for our venue and technical capabilities as well as for Belfast as a destination. It’s clear that ICC Belfast is punching well above its weight, and the opportunity ahead is significant.
Impact from purpose
Throughout my career, I’ve gravitated toward roles where the impact goes beyond commercial metrics; where the work matters. Leading ICC Belfast has reaffirmed that conviction.
Business events bring people together, spark new ideas, drive innovation, and strengthen communities. You can feel the significance of the work every day, and that sense of purpose fuels everything we do.
A year of pace, intensity and delivery
There is no pretending that the role is anything other than full‑on. The expectations are high, and the tempo relentless, yet deeply energising. This year alone, we delivered around 360 events across entertainment and conferencing, at times hosting three or four in a single day.
What made that possible was the incredible expertise and dedication across every part of the organisation: facilities, events, security, technical teams, customer experience, food and beverage, and many more. Over the past year, we’ve strengthened our culture, deepened trust and sharpened our organisational values. Delivering large‑scale events requires hundreds of moving parts working in harmony. Seeing our teams rise to that challenge repeatedly is something I am immensely proud of.
Elevating customer experience
This year, we honed the customer journey for everyone who walks through our doors – from delegates and performers to event organisers and entertainment audiences. Improvements across cleaning, security, maintenance and IT have reinforced our attention to detail, which is where true differentiation happens.
We also adopted a more outward‑facing commercial approach. Taking our brand and ambition to London, Dublin and major European markets has helped us connect with promoters, agencies and organisers who are increasingly recognising Belfast’s strengths. A well‑connected city with outstanding hospitality, Belfast now attracts associations and conferences that once might not have considered us.
The large‑scale wins achieved this year will deliver thousands of bed nights between 2027 and 2029 and bring new visitors to our city – an important contribution to the region’s wider economic growth.
Creating our own events
One of the most exciting developments this year has been building our event creation capability. We are no longer simply a receiving house; we’re now generating original content that reflects Belfast’s spirit and culture.
Celtic Heart, our new Northern Irish cultural production, is a standout example. Blending storytelling, dance and music, it offers visitors an authentic cultural experience. With plans for merchandise and partnerships with local makers, it embodies our ethos of creating opportunities for other local businesses far beyond our walls.
Community at heart
From the outset, I believed ICC Belfast should be at the heart of the community, with the community at the heart of us. Over the past year, we’ve delivered free and affordable entertainment for local families, developed charity partnerships focused on mental health, dementia and food poverty, and supported grassroots artists by giving them space to grow their audiences.
Moments like hearing a young girl describe feeling “ten feet tall” after a community event remind me why this work matters and why, if you can, you should.
Strengthening partnerships and looking ahead
Navigating a complex stakeholder landscape – from local government to tourism agencies, promoters and community organisations – has been a central part of this job. My focus has been on building alignment, deepening relationships and creating shared purpose. That work will continue.
We’ve also benefited from collaborating with global convention experts, strengthening our commercial model and connecting us with new markets and decision‑makers.
The year ahead brings major milestones, including hosting the live UEFA EURO draw, significant European industry associations and an ambitious programme for the Fleadh (“flah”), which is expected to attract 800,000 visitors. We also anticipate increased activity from sectors such as cyber, bioscience, defence and advanced manufacturing.
As we move forward, the ambition is clear: grow Belfast’s international presence, elevate customer experience, and continue delivering meaningful cultural and social impact.
It has been an intense, rewarding year, and one that proves we are on the right trajectory. The most exciting part is that we’re only getting started.
