MTV EMAs to Generate £10m to Northern Irish Economy

Longterm economic and tourism benefits predicted

On Sunday November 6, 2011, the eyes of the world will be focused on Northern Ireland as Belfast plays host to the 18th annual MTV European Music Awards, which the Northern Ireland Tourist Board (NITB) and Belfast City Council has estimated will generate £10 million for the local economy.

Up to 20,000 people are expected to visit Belfast for the awards, with 25 per cent coming from outside Northern Ireland, and it is hoped this will bring significant economic, social and long-term tourism benefits for the country.

Adding more excitement to the red carpet night, MTV has announced that it will be conducting a search for more than 1,500 of Northern Ireland’s most enthusiastic music fans to be part of the star-studded event.

The showbiz extravaganza, which attracts a global audience in excess of 600 million viewers, brings the second annual Belfast Music Week to a spectacular finale.

From artists such as Van Morrison and Ruby Murray to The Undertones and Snow Patrol, Northern Ireland punches well above its weight in the world music industry and now its rich music history has been recognised on a global stage.

As NITB’s Destination PR and Marketing Manager Ruth Burns explains: 'The past decade has seen Northern Ireland really develop its reputation as a top tourist destination and music plays a crucial role in this.

'Belfast Music Week is a celebration of music with a packed programme of exciting and varied events, showcasing top local talent such as Divine Comedy, Ash, The Undertones, Stiff Little Fingers and Duke Special as well as visiting artists including Ed Sheeran, Steve Earle and Will Young.

'Like our overall tourism product, the music scene has developed at pace in recent times and we now boast a host of top class venues, from internationally renowned venues like the Odyssey Arena, Waterfront and Ulster Hall to more intimate venues with lots of pubs and clubs across the city offering a diverse range of music to visitors.

'We’re all very excited that this year’s Belfast Music Week will be closed in style by the MTV EMAs and the unrivalled line-up of events and gigs taking place throughout the week make it a perfect time for anyone to get out and enjoy all the talent on offer.

'And with stars such as Lady Gaga, Coldplay, Red Hot Chilli Peppers, Bruno Mars and local heroes Snow Patrol- all confirmed to perform at the star studded event, who knows who you might spot on the streets of Belfast in November.'

For further information on Belfast Music Week and the MTV EMAs visit www.discovernorthernireland.com or visit your local tourist information centre. You can also keep up-to-date with the latest news, images, videos and competitions by visiting http://www.facebook.com/discovernorthernireland.

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