Boosting Tourism and Local Economy Through a New Food Festival Concept
In 2024, Urban Events partnered with the Fermanagh and Omagh District Council to deliver the inaugural Omagh Eats Food & Drink Festival, designed to drive tourism footfall in Omagh Town Centre. Over the course of two days, the event attracted over 10,000 visitors, showcasing high-quality food, drink, and craft producers from across Northern Ireland, along with live music and interactive cooking demonstrations.
KEY ACHIEVMENTS:
Visitor Attraction: Over 10,000 attendees visited the festival, significantly boosting footfall and highlighting Omagh as a key destination for food tourism in Northern Ireland.
Economic Impact: The event generated an estimated £80,000 in direct local economic impact, This does not account for additional indirect spending such as travel, retail purchases, and local parking fees, suggesting the true economic impact was likely even greater.
Event Management: Urban Events oversaw the complete management of the festival, including the procurement of vendors, branding and promotion, installation of infrastructure, and event marshalling. With the added attraction of live cooking demonstrations, the event provided a full sensory experience for visitors.
SOCIAL IMPACT:
Promotion of Equality: By supporting local businesses and giving a platform to a diverse range of food and craft producers, Omagh Eats ensured inclusivity and equal opportunity for all participants. Local talent, including musicians and performers, was also celebrated.
Community Participation: Strong community participation was evident through collaborations with local residents, businesses, and organisations, fostering a sense of ownership and pride in the event.
Improved Community Relations: The festival brought together visitors, vendors, and local residents in a positive, celebratory environment, strengthening relationships within the town and promoting social cohesion.
Value for Money: With a significant return on investment in terms of economic and social benefits, the event demonstrated clear value for money, supporting local businesses and providing long-lasting community engagement.
The Omagh Eats Food & Drink Festival proved to be a resounding success in both economic and social terms. By driving significant footfall to the town center, the event contributed to the growth of food tourism in Omagh and the wider Northern Ireland region. The positive impact on the local economy, alongside the strengthening of community relations, positions Omagh Eats as a key fixture in the local event calendar for years to come.
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