This year Northern Ireland has been named the number one region in the world to visit by travel guide Lonely Planet and as we turn our attention towards it for our travelling roadshow, we can see why it might also make number one for event bookers and conference delegates.
Two compact and walkable cities with recently refurbished conference facilities, new hotels, top visitor attractions and breath-taking scenery mean this region has everything the MICE market needs (and more).
However, as Eimear Callaghan, Business Solutions Manager at Tourism Northern Ireland, says, despite its attributes, many visitors are yet to discover its charms.
"Northern Ireland is an up-and-coming destination and one that is very much confidently moving on. Lonely Planet naming Northern Ireland as the number one region in the world to visit for 2018 has given us a chance to showcase what we have to offer, not just to the business tourism market and delegates on incentive programmes, but the whole range of visitor segments," she says.
"We've been a well-kept secret for a long time, but feel the time is right to be shouting about Northern Ireland now."
Laurie Scott, Director of Business Development at VisitBelfast, agrees: "As an emerging city for meetings and conferences Belfast is really capturing people's interest. A lot of people in the UK and Europe haven't yet visited Belfast, so they are intrigued by what it has to offer. It has been off the radar for so long, but people are starting to realise how ideal it is."