Conferences and Conventions are Big Business for Belfast

Ross Moffett explores the impact of large-scale business events on Belfast

By Ross Moffett, Sales Director, ICC Belfast

When I took on the role of Sales Director at ICC Belfast nearly two years ago, my previous experience was outside the events industry. While I had full belief in the sales proposition itself, I’ll admit that at the time, I hadn’t realised just how valuable business events are to the city’s wider economy. I’m now evangelical about what an incredible economic opportunity large scale conferences and conventions present for Belfast; and I’ve had my eyes opened to their enormous potential to spark return visits to Northern Ireland.

There’s no doubt that Belfast is establishing its reputation as a business events destination. 

So far this year, business event bookings have increased by 66%, our sales pipeline has grown by more than 400%, and we have achieved multiple record-breaking sales months. 

However, when I reflect on our sales successes, securing large international events matters far beyond our own boardroom.

Each event brings many hundreds of delegates to Belfast at a time. Between now and December, almost 11,000 delegates will attend business events at ICC Belfast, with many travelling from outside Northern Ireland. These out-of-state visitors will have ripple effects and wide-reaching commercial benefits right across the economy.

From hotel stays and restaurant bookings to visits to pubs, shops and visitor attractions, conference delegates contribute to spending, supporting the night-time economy, creating and sustaining employment, and driving investment into suppliers, businesses, and services across the region.

As a tourism driver, we’re also told frequently that a work conference in Belfast has provided a ‘teaser’ experience that leads people back to Northern Ireland for another visit with friends or family.

Supporting our strongest sectors from the inside

As Northern Ireland’s only purpose-built convention centre, our sales approach aligns closely with Northern Ireland’s wider economic strategy, playing to our local sectoral strengths and supporting their growth from the inside.

We’re focusing on clusters of local expertise, from advanced manufacturing to aviation, fintech and cyber technology. By targeting sectors that already have momentum here, we can amplify their impact through business events that bring in global audiences, suppliers and investors directly to the city. This also creates the space for important sectoral conversations which, in turn, build business opportunities and drive innovation.

This strategy has already delivered seven events in advanced manufacturing alone, including a unique, Northern Ireland first event secured on a three year deal - an initiative that will shape supply chains and business opportunities for years to come.

European expansion

In terms of market territories we are also expanding our sales and marketing footprint into Europe, particularly Belgium and Spain. With Belfast’s regular flight connections via KLM into Amsterdam, it’s a real gateway for European association and convention business. With the airport less than 10 minutes’ drive away, our European delegates love the instant connectivity of our venue.

Long sales leads

One of the biggest surprises for me since joining the business events industry has been the length of its booking cycles. While many sectors operate months ahead, major international association conferences are often planned three or four years in advance. In fact, one of the most recent enquiries we received was for an event in 2032.

And for UK and Ireland associations of scientific, medical or academic bodies, we’re proving ourselves as a worthy Northern Ireland venue for a four-nations rotation, where previously GB-based associations may not have considered a trip across the water.

Major wins and growing international trust

This is a tough and highly competitive market: it requires more than just availability, it requires proving our venue’s value and quality, that we can truly bring an event to life and de risk a client’s investment, and then we must sell the wider appeal of Belfast as a destination.

As a Sales Director, I know that selling is only the start, the customer experience is what really matters. Event organisers are a tight bunch. Getting even small things wrong can ruin the overall experience and wreck your reputation in this industry. We currently have a 95%+ customer satisfaction rating. This is something we’re extremely proud of and must never take our eye off.

Next year is looking really healthy for us, with big events as diverse as the Harm Reduction Internal Conference and the British Cattle Veterinary Association (BCVA Congress 2027), among many more. Each of these bookings will give thousands of people a reason to visit Belfast.

Some of our other big wins have been in the sporting arena, where huge events will place the eyes of the world firmly on Belfast, as this year’s European City of Sport. We’ve brought boxing back to the Waterfront Hall, we have secured a long term deal on international snooker, and we are thrilled to be looking forward to hosting the live UEFA EURO 2028 Qualifying Draw this winter.

Shoot for the Moon

I’m proud of a team that understands the true value of business events. Like the NASA story of the cleaner who, when asked what his job was, claimed he was “helping to put a man on the moon,” every colleague here knows the role they play in driving economic impact and showcasing our city to the world. 

Belfast is on the map for business events and we’re only getting started!