Tourism Ireland Showcases Corporate Event Potential at London Exhibition

The Meetings Show in London this week prominently featured the message 'Meet in Ireland,' representing a collaborative initiative by Tourism Ireland, Fáilte Ireland, and Tourism Northern Ireland to promote the island of Ireland as a premier destination for corporate meetings and incentive travel. This event, held from June 25 to June 26, 2025, saw the participation of 28 tourism companies from Ireland, all specializing in business events, who engaged in approximately 840 commercial meetings with global meeting and event planners.

Tourism Ireland aims to facilitate 7,500 commercial business meetings this year, effectively connecting local tourism operators with international buyers to enhance the growth of business events and support local economies throughout Ireland. David Boyce, the Head of Business Events at Tourism Ireland, emphasized the strategic importance of the Meetings Show, stating, "This platform allows us to promote Ireland as a top-tier destination for business events, showcasing our unique offerings to influential planners in the industry."

The island's appeal lies in its world-class infrastructure, luxurious accommodations, state-of-the-art venues, stunning landscapes, and renowned hospitality, which collectively position it as an ideal locale for various types of meetings and events. Furthermore, Boyce noted that business travel tends to align with off-peak seasons, thus supporting Tourism Ireland's strategy to increase overseas tourism revenue beyond the bustling summer months.

The exhibition's participants included prominent hotels and convention centers like the Anantara The Marker Dublin Hotel, Clayton Hotel Burlington Road, and Killarney Convention Centre, among others. Each of these establishments showcased their unique offerings aimed at attracting international business travelers.

According to Simon Gidman, a representative from Tourism Ireland, the event serves not only as a promotional opportunity but also as a vital networking venue that strengthens relationships between Irish tourism operators and global event planners. "The Meetings Show acts as a bridge, connecting our rich cultural heritage and exceptional service with the needs of international clients looking for unique experiences in their business travels," Gidman explained.

The significance of this initiative extends beyond mere economic benefits; it also plays a crucial role in enhancing Ireland's visibility on the global business events stage.

The Meetings Show, which is a leading exhibition in the corporate meetings and incentive travel sector, provides a vital platform for stakeholders in the industry. In recent years, the global business events market has seen substantial growth, with the International Congress and Convention Association reporting that the sector is projected to reach a market size of nearly $1 trillion by 2025.

Tourism Ireland's proactive approach in engaging with international planners at such events underscores the importance of strategic marketing in a competitive global tourism landscape. As the world emerges from the disruptions caused by the COVID-19 pandemic, the emphasis on business events is expected to further increase, providing a significant opportunity for Irish tourism to leverage its unique offerings.

In conclusion, Tourism Ireland's presence at The Meetings Show highlights its commitment to positioning the island as a destination of choice for corporate events. With a focus on establishing beneficial partnerships and promoting Ireland's remarkable hospitality, the initiative aims to attract a growing share of the lucrative business travel market in the coming years. As the industry evolves, continued efforts to showcase Ireland's strengths will be crucial in maintaining its competitive edge in the global tourism arena.