Tourism Ireland leverages Fleadh Cheoil na hÉireann 2026

Tourism Ireland has promoted the Fleadh toms of potential overseas visitors.
The Fleadh is taking place in Belfast for the first time in 2026.
Belfast is a UNESCO City of Music, a key part of the promotional campaign.
The organisation reached 14m people in North America through broadcast publicity.
Over 20 international media outlets have visited Belfast to cover the Fleadh.

Tourism Ireland has been highlighting the Fleadh as a ‘must-experience’ event for overseas visitors seeking authentic Irish music and culture. The Fleadh Cheoil na hÉireann, the world’s largest celebration of traditional Irish music and culture, is taking place in Belfast for the first time ever this month. The organisation is using the Fleadh as a platform to shine a spotlight on Belfast’s designation as a UNESCO City of Music and to showcase the rich cultural experiences available across Ireland.

Etta Austin, Tourism Ireland’s Head of Stakeholder Engagement, confirmed the organisation is thrilled to see the Fleadh taking place in Belfast and has been proud to spread the word to audiences around the world. She stated that culture is a key motivator for potential overseas visitors to Ireland, providing a powerful opportunity to promote Belfast and inspire visitors to explore the region. The organisation has been showcasing Belfast and Ireland to millions of potential holidaymakers through international publicity, social media, paid search, email marketing and a dedicated page on Ireland.com.

Special highlights of Tourism Ireland’s programme have included broadcast publicity reaching 14m in North America, with segments on NBC and The Travel Guys. Over 20 international media from Britain, the United States, Canada, Germany, France, Spain, Italy, Belgium, the Netherlands, the Nordics and Switzerland have been on the ground in Belfast. Social and digital advertising has targeted overseas music fans, with activity in ~Britan alone reaching 3.3m music fans.

Fleadh Cheoil na hÉireann 2026 is delviering a packed programme of music, song and dance taking over the city streets and marking a landmark moment for the region. Tourism Northern Ireland has been serving as a key partner for the event, working alongside Belfast City Council, Comhaltas Ceoltóirí Éireann (CCÉ) and Ards CCÉ to deliver eight days of celebrations that have been inviting the world to experience the authenticity of local traditions and cultures. The official Fleadh programme features more than 180 events, with the Gig Rig at City Hall hosting large-scale outdoor performances featuring headline bands and up-and-coming talents in the centre of Belfast.

Away from the city centre, numerous other areas across the region have been buzzing with excitement, with an enthralling programme of events and activities designed to engage both visitors and residents. Tourism Northern Ireland has been highlighting the opening day’s festivities and encouraging visitors to explore the full schedule at fleadhcheoil.ie to plan their own Un-fleadh-gettable adventure. The hosting of this iconic gathering has represented an opportunity to showcase the region’s famous giant spirit, the authenticity of its traditions and cultures, and the beauty of its landscapes to a global audience.

Belfast’s successful bid to host the Fleadh has been delivering significant economic and cultural benefits, with the event drawing thousands of visitors to the region during the peak summer season. The partnership between Tourism NI, Belfast City Council, and Comhaltas Ceoltóirí Éireann has been facilitating a comprehensive programme that spans both urban and rural venues, ensuring the celebrations extend beyond the city limits. The Fleadh’s presence in Belfast has been transforming the city into a vibrant cultural hub, with street performances, workshops, and sessions taking place in pubs, venues, and public spaces throughout the metropolitan area.

Etta Austin of Tourism Ireland shared: “We’ve been showcasing Belfast and Ireland toms of potential holidaymakers, encouraging them to come and experience the destination for themselves.”

Tourism NI shared, “Hosting this iconic gathering represents a landmark moment for the region as it is an opportunity to invite the world to experience our famous giant spirit, the authenticity of our traditions and cultures, and the beauty of our landscapes”.