At Irish Rugby Tours, we’re passionate about showcasing the very best of Ireland to visitors from around the world. So, when Tourism Northern Ireland invited us to Belfast as representatives of Irish Rugby Tours for a familiarisation (FAM) trip during Fleadh Cheoil na hÉireann, we were honoured to be part of such a fantastic initiative.

We joined fellow tourism professionals from AC Group, Brack Tours, EI Travel, Horizons by Tour Partner Group, Kleemann Tours, Sheenco Travel and BEM Ireland on a carefully curated itinerary designed to highlight not only the Fleadh itself but also Belfast’s outstanding tourism offering.

What is the Fleadh Cheoil na hÉireann?

The Fleadh Cheoil na hÉireann is the world’s largest celebration of Irish traditional music, culture and language. Organised annually by Comhaltas Ceoltóirí Éireann, it attracts hundreds of thousands of visitors, musicians, dancers and performers from across Ireland and around the globe.

More than just a competition, the Fleadh is a celebration of Irish identity. Streets become stages, pubs overflow with traditional music sessions, and every corner of the host city comes alive with culture, storytelling and community spirit. It is one of Ireland’s most important cultural events and plays a vital role in preserving and promoting our musical heritage for future generations.

This year’s event in Belfast is expected to welcome over 800,000 visitors, supported by more than 1,000 volunteers, demonstrating the enormous impact the festival has on tourism, local businesses and communities.

Discovering Belfast Through Food

One of our first experiences was joining the excellent Taste & Tour Food Tour, beginning in the iconic St George’s Market.

Our guide introduced us to Belfast’s fascinating food heritage while we sampled some outstanding local produce and met passionate food producers. It was a wonderful way to experience the city beyond the usual tourist attractions and gain a real appreciation for Northern Ireland’s growing food scene. The itinerary included a guided exploration of St George’s Market before lunch at the renowned Mr Deane’s Bistro.

Exploring Belfast’s Musical Heritage

In the afternoon, we took part in the Belfast Music Walking Tour, which celebrated the city’s rich and diverse musical history.

From the famous Kelly’s Cellars and First Presbyterian Church on Rosemary Street to modern music venues, record shops, outdoor performance spaces and the city’s Victorian Music Hall, the tour showcased just how deeply music is woven into Belfast’s identity. We then had time to immerse ourselves in the incredible atmosphere surrounding the Fleadh, where traditional music filled every street and venue across the city.

Building Relationships Across Irish Tourism

A key part of the visit was connecting with fellow tour operators and tourism partners from across the island of Ireland.

The familiarisation trip was designed to strengthen strategic partnerships, engage key decision-makers and reinforce Northern Ireland’s position as a leading destination for leisure, cultural and business tourism. As tour operators, opportunities like these are invaluable in helping us discover new experiences that we can introduce to our international clients while building lasting relationships across the tourism industry.

The Tourism Northern Ireland Fleadh Brunch

The trip concluded with the Tourism Northern Ireland Fleadh Brunch at The Bullitt Hotel, bringing together tour operators, government representatives, tourism stakeholders and media for a morning celebrating Northern Ireland’s food, music and culture. The brunch also showcased the very best of Northern Ireland’s local produce before we returned to Dublin.

The event was attended by Economy Minister Dr Caoimhe Archibald, Ellvena Graham OBE FIoD, Chair of Tourism Northern Ireland, and Laura McCorry, Chief Executive of Tourism Northern Ireland. Their speeches highlighted the importance of hosting major events like the Fleadh and the significant economic and cultural benefits they bring to Belfast and Northern Ireland.

It was particularly encouraging to learn about the £1 million investment from the Department for the Economy to support this year’s Fleadh, reinforcing Northern Ireland’s commitment to growing cultural tourism and positioning the region as a destination of choice for visitors from across the world.

Looking Ahead

We would like to extend our sincere thanks to Tourism Northern Ireland for inviting Irish Rugby Tours to be part of this memorable experience.

As a company that welcomes visitors from around the globe to experience Ireland through sport, culture and unforgettable travel experiences, trips like this are incredibly valuable. They allow us to continually expand our knowledge, strengthen industry partnerships and discover authentic experiences that can be incorporated into future itineraries.

The Fleadh Cheoil na hÉireann perfectly demonstrates what makes Ireland so special. It’s not simply a festival – it’s a celebration of community, heritage, music and hospitality. Experiencing Belfast during the Fleadh reminded us that while rugby may bring many visitors to our shores, it’s the people, culture and unique local experiences that create memories lasting long after the final whistle.

We look forward to bringing many more visitors to experience everything that Belfast and the island of Ireland have to offer.