Digital Tourism and Belfast’s Leading Visitor Attraction…

Digital Tourism is part of Digital DNA 2015, a series of events aimed at engaging and inspiring Northern Ireland businesses to embrace the power of technology to grow locally and internationally. Digital Tourism takes place at Titanic Belfast on November 12th and with hundreds of visitor attractions, publicans, restauranteurs, accommodation providers and tourism industry bodies coming together to share their ideas and ultimately help grow their business – this is an opportunity not to be missed.

Some of the world’s leading experts on tourism will host engaging main stage key note speeches, demonstrating how our local businesses can keep Northern Ireland at the forefront of tourism by embracing digital technology to help their businesses grow.

So with no better time than the present; we caught up with Titanic Belfast the world’s largest Titanic visitor experience. Utilising innovative design, interpretation and technology, this attraction tells the story of the Titanic, from her conception in Belfast in the early 1900s, through her construction and launch, to her famous maiden voyage and tragic end.  Since opening in 2012, it has welcomed over 2.5 million visitors from over 145 countries. Wow!

Having interviewed Claire McCabe, Digital Marketing Executive at Titanic Belfast we were a little taken aback when she mentioned that Belfast and Northern Ireland are expecting to welcome approximately 1.9 million visitors and deliver £552 million to the economy next year alone, which in itself is a huge opportunity! However, for Titanic Belfast this means holding central position on the global tourism map whatever the season or competition. According to Claire, they hope to secure this position through product investment and development to keep attracting new and repeat visitors from domestic, national and international markets.

When asked about their digital strategy Claire informed us that

At Titanic Belfast, we are aware that the digital landscape is constantly evolving and as a 5-Star visitor attraction, we must harness and evolve with it to grow our business

— Claire McCabe, Digital Marketing Executive, Titanic Belfast

Digital innovation is a key part of their strategy to attract new and repeat visitors from a domestic, national and international market. Taking advantage of all things digital, they have harnessed technology in their galleries, touch points throughout the building and online engagement to create a consistent and seamless user experience.  With an increase in mobile usage and social media Titanic Belfast have secured greater engagement with audiences through user-generated content. It has enabled them to improve communications with customers and to disseminate key messages to a world-wide audience that is not feasible offline.

According to Claire, their strategy has been very effective, not only has it improved communication with known customers, it has developed new customer bases from both domestic and international markets. Working closely with Loud Mouth Media, Titanic Belfast have implemented strategic campaigns, which have provided high level conversions for the business. Like all digital marketing, their strategy is constantly evolving but they are looking forward to embracing future trends and further innovation.

The opportunities digital marketing brings should not be underestimated!

— Claire McCabe, Digital Marketing Executive, Titanic Belfast.


In order to get the Early Bird ticket you must book your ticket here – TODAY!


Stephanie Geddis – Marketing and Content Specialist @ Digital DNA

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