Belfast gets in with a shout
In the game of tourism, fortunes can change remarkably quickly. One minute everything is up, the next down, with catastrophic results - as aptly demonstrated by last year's fallout from the events of 11 September and the foot-and-mouth disease outbreak.
Political unrest and violence, too, can have disastrous effects, as hoteliers in India, Pakistan, Israel and the Occupied Territories can undoubtedly now testify. These events are often turbulent, and can be enough reason for tourists to keep away, if only for a time. But imagine how catastrophic it would be if that situation were the norm, a way of life - maybe one that kept visitors permanently at bay.
This is the scenario that Northern Ireland - and Belfast, in particular - have had to endure for the past 30 years. Negative press and continuing unrest have left the province firmly in the tourist doldrums and lumbered it with dubious titles, such as "the home of the world's most bombed hotel". It's hardly surprising, therefore, that many international companies have shunned the area, taking their business instead to other locations that are perceived to be safer.
Fortunately for Belfast, this tide is on the turn. The effects of the peace process are starting to kick in and now the mood is one of quiet optimism. This hasn't gone unnoticed by key decision makers. Businesses are gaining a foothold, international hoteliers are bringing their brands to the market, and people who left the city years ago are returning to live and work there once more.
All these factors have given Belfast's backers enough confidence to bid for its nomination as European City of Culture in 2008. This might initially seem an unlikely proposition, but there are good reasons why it should be taken seriously - and they are not all emotional ones.
In tourism terms, Belfast is a relatively young market and the process of regeneration is still going on, so there are genuine opportunities for those who have not yet realised its potential.
Marketing is another feather in Belfast's cap. A new all-Ireland marketing body established jointly by Eire tourism authority Bord F ilte and the Northern Ireland Tourist Board, as part of the Good Friday Agreement, will do much to promote the island of Ireland, particularly to key markets such as the USA. Its efficacy is not yet proven, but the principle of co-operation between separate bodies for the greater good sets a fine example and should be applauded.
Of course, Belfast is not alone in its bid and there are other worthy contenders for the award, such as Newcastle, Liverpool, Oxford and Brighton. At this stage, it's difficult to predict the winner but, for all those in the running, putting together a bid of this nature is about more than just winning a title for one year. A well-orchestrated campaign provides a platform for world-class sporting, cultural and entertainment events. It can also bring long-term benefits for tourism and investment, as shown by previous winner Glasgow.
Whether it wins the 2008 bid or not, by merely making the attempt Belfast will do much to raise its profile, shake off the reputation of the past and show a fresh face to the world.
Jenny Webster
Deputy Editor,
Caterer & Hotelkeeper
