MICE events, an anagram for Meetings, Incentives, Conventions and Exhibitions, saw visitors to Northern Ireland hit 125,000 last year
This translates to a 10.4% increase when compared to 2024, with the number set to rise even more by the end of 2026.
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Northern Ireland is a Strong Hub for Culture
Northern Ireland has a strong business sector; it’s also known as a cultural hub. HBO’s television series, Game of Thrones, was filmed there, particularly around Ballygally Castle.
The scenery in Causeway Coast and Glens was used to represent various areas of Winterfell and King’s Road. The show went on to be such a success that it inspired spin-off shows, including House of the Dragon and The Official Game of Thrones Podcast: House of the Dragon on the Apple Podcasts platform.
There are several quizzes available online from sites like Britannica and The Washington Times. In iGaming, Game of Thrones is also a major theme. Some of the top casino online sites offer a Game of Thrones slot game, which draws inspiration from the fictional kingdoms and the fearsome dragons that rule the skies.
Ballygally Castle isn’t just known for its role in Game of Thrones. The hotel has expanded its offerings over the years and now offers corporate hospitality, making it the perfect venue for business events.
The castle is open to board meetings, conferences, private network events, and more, with the option to either book individual meeting rooms or the entire castle. The hotel offers Game of Thrones-themed buffets, showing how locations like this don’t just offer good opportunities to network but also unique ways for business owners to experience cultural moments.
Coast Road with Ballygally Castle Hotel by Sue Adair via Wikipedia (CC BY-SA 2.0)
Regional Industry Leaders are Driving Change
Dr Caoimhe Archibald, who works as the Minister for the Economy in Northern Ireland, has recently released a statement confirming that a lot of Ireland’s success comes from the Ambassador Programme, which was launched in 1998. Since then, it’s played a key part in the tourism sector, with the tourism industry growing to over £1 billion.
The Northern Ireland Ambassador Network is also a powerhouse for the sector. 80% of international conferences that happen in Ireland are supported by initiatives like this. The Northern Ireland Business Events Integrated Strategy 2030 is also a key driver of the economy and is expected to generate over £209 million by the end of the decade.
ICC Belfast and the Assembly Buildings Conference Centre, which is located in central Belfast, are also used for international summits. The NI Chamber of Commerce hosts a number of events every year too, including the Festival of Business at St. George’s Market, with networking breakfasts hosted to ensure that business in Northern Ireland is always supported.
Visit Belfast and its network of thousands of businesses are driving Northern Ireland’s push to become a major hub for international conferences. Numerous ambassadors at the Belfast Harbour Commissioner’s Offices have gathered recently for the next phase of building on the model that’s been so successful so far.
If the current upward trend for Northern Ireland continues, 2026 could be a record-breaking year, which will help cement it as one of the biggest business hubs in the UK.
