Titanic Belfast's remarkable growth after shift in consumer demand post-Covid

Titanic Belfast has set its sights on international tourists to sustain its recent impressive growth, following a surge in turnover and profit during the last financial year. The Northern Ireland-based museum plans to attract visitors from Europe and long-haul destinations, having observed changes in consumer behaviour post-Covid-19.

This strategy shift comes after Titanic Belfast saw an increase in visitor numbers to 813,857 in the year ending 31 March 2024, up from 579,578 the previous year. The attraction attributed this boost to tourism from the US, Great Britain, and the Republic of Ireland, as well as an influx of cruise ship visitors, as reported by City AM.

A total of 304,364 visitors were also welcomed to SS Nomadic, the last remaining White Star Line ship. According to the latest accounts filed with Companies House, Titanic Belfast's turnover rose from £14.3m to £22.1m in the financial year, while its pre-tax profit jumped from £1.5m to £5.3m.

Opened in March 2012, Titanic Belfast is home to the world's largest Titanic visitor experience. A statement approved by the board read: "The 2023/24 period was a remarkable year for the organisation, marked by the opening of newly-reimagined galleries."

It continued: "To meet its growth targets, Titanic Belfast closely monitored shifts in market demographics since the pandemic and consumer demand, intensifying a strong correlation between marketing efforts and visit numbers."

"Booking trends show a post-pandemic shift to shorter lead in purchasing with 61 per cent of visitors purchasing tickets on the day of their visit."

"There has also been greater demand from the close to home markets with performed particularly well at 82 per cent."

"This change to market mix and visitor transactions has led to a comprehensive review of routes to market and growth opportunities over the next five years, focusing on revitalising European and long-haul markets in lone with changing consumer demands and strategic objectives."

"Additionally, partnerships and participation in consumer shows played a key role in driving visitor numbers by showcasing the attraction and Northern Ireland’s offerings as a destination."