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‘LegenDerry’ Food Brand and Foodie Destination

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Best Practice:
‘LegenDerry’ Food Brand and Foodie Destination
Digital Agenda Category:
Workflow/Messaging Technology
Operational in Current Region
Producing Project:
Implementing Region:
Derry & Strabane
Implementing Organisation:
Derry City Council
Derry City & Strabane District Council have developed a strategy to make Derry City known as a top destination for food and be known as ‘LegenDerry’ and as a ‘Foodie Town’. The strategy aims to increase tourism visitors to the city and to further develop the food sector. The strategy also coincides with 2016 being the year of Food & Drink in Northern Ireland (NI).

Tourism is a key economic driver in Derry City and visitors are up from 300,000 in 2009 to 700,000 in 2016, with targets for 1million by 2020. Revenue has also grown from £38m (2009) to £93m with targets for £100m by 2020. Food represents a third of visitor spend in the City and despite the economic downturn, the food sector has expanded with the number of restaurants and artisan foods growing. The council secured £280k for our Year of Food programme and aims to generate a total of 305k foodie visitors and generate multi-million pound return for the private sector and producers.

This strategy and programme of events was developed in partnership with chefs and producers, the food innovation unit at Northwest Regional College, the Innovate Us programme, as well as national agencies (Tourism NI, Food NI and Department for Agriculture & Rural Development Agri Food and the NI Association for Food & Drink NIFDA).