Music Experience Development Programme

In August 2026, Belfast will take centre stage as host of Fleadh Cheoil na hÉireann – the world’s biggest celebration of Irish music, dance, and culture marking a major, historic event for the UNESCO City of Music.

For Northern Ireland’s tourism industry, the Fleadh represents a major opportunity to showcase the region’s cultural strengths, drive record visitor numbers, increase overnight stays, and stimulate demand across accommodation, hospitality, attractions, tours, transport, and experiential offerings.

Northern Ireland has a rich heritage and well-earned reputation for our music traditions and heritage. Some of our finest songs and performers, covering many genres, have reached all parts of the globe. But the stories and the talent are here and are inspirers for our Northern Ireland - Embrace a Giant Spirit brand. Now is the time to develop them and share them with our visitors on home ground.

As part of our ambition to further enhance the destination as a place for authentic culture and heritage, we want to increase the availability of innovative and demand generating tourism experiences across Northern Ireland. We are therefore inviting providers that reflect Northern Ireland’s musical heritage to attend an online information session on Monday 23rd February, 6 – 7:30pm

Purpose

This session will provide insights into an exciting new opportunity, aimed at supporting providers to craft compelling music experiences that can persuade domestic and global customers to participate, visit, stay and return to Northern Ireland.

Format 

To facilitate attendance by as many as possible, the initial information session will take place virtually via a Zoom link. 

Context 

The experiences that emerge via this programme will complement a broad offer of activities and tourism experiences that compliment a wide range of bookable experiences in Northern Ireland, ranging from outdoor activity and adventure to food and drink and wellness experiences. 

Who should attend?

This programme is open to early learner and experienced providers who wish to develop market-ready music tourism experiences for Northern Ireland. This includes:

  • providers/businesses that have never worked in tourism with the potential to deliver a compelling music related experience.
  • an existing business who wishes to enhance their offer
  • providers/businesses from across Northern Ireland, inspiring visitors to explore music throughout the destination

Providers with ideas for experiences that take place in the evening and during off-peak times are particularly welcomed.

What kind of experiences are expected?

The focus is on creating compelling experiences noted in Northern Ireland’s music heritage. For example:

  • Engaging, multi-sensory experiences that involve visitors in learning new skills e.g. how to play an instrument, see how a recording session works and even try to mix your own session.
  • Music experiences that incorporate that highlight the spectacular natural settings, heritage, and cultural landscapes throughout Northern Ireland
  • Meeting a traditional musician, witnessing their craft
  • Guided experiences: e.g., music tours (both urban & rural)
  • Traditional music experiences for diverse customer types: e.g., from general interest to ultra luxury.
  • Instrument building demos/workshop
  • Traditional Music experiences in unusual locations: e.g., heritage locations, on boat trips etc.
  • Experiences that take place at various times: e.g., from early morning to during the day and into the evening and night-time economy
  • Accessible experiences, inclusive of people of all ages and abilities

NOTE: As places are limited, submitting an expression of interest does not guarantee a place on the programme. It is also essential that you are able to commit to attending all sessions to complete the programme and this will form part of the shortlisting criteria.

The experiences that emerge via this programme will: 

  • Be inspiring for global visitors 
  • Be capable of increasing dwell-time, economic benefits and year-round business 
  • Be Bookable online 

What will happen on Monday 23rd February?

This information session will include the following:

  • An insight into why music and cultural experiences are key for Northern Ireland
  • The framework, purpose, and expectations of the programme.
  • Outcomes and sample experiences anticipated from the programme.
  • Requirements and criteria for progression into the programme.
  • Programme dates for the diary
  • A Q&A session to address queries.

What will the next steps be? 

Successful participants that meet the criteria will need to be available for a participants group session on Friday 13th March (full day in person session, with the venue location to be confirmed) and also outline your idea for a new tourism experience. 

The programme will run from February - April 2026 to include training, mentoring and market testing on scheduled dates. 

You can register for the information session using the form below.

Deadline for expression of interest for this programme is Monday 16th February 12:00

 

Expression of Interest Form