Thirty-five tourism businesses from Ireland are making a significant impact at IBTM World, a leading global event for the meetings industry, taking place this week in Barcelona. The focus is on showcasing Ireland as a premier destination for business events, with the goal of enticing international buyers to consider the island for future meetings and incentive travel.
Over the three-day event, approximately 1,900 commercial meetings are expected, highlighting the importance of the business events sector—comprised of corporate meetings, events, and incentive travel—as a vital driver of economic growth. This high-value segment not only generates travel during midweek and off-peak seasons but also aligns seamlessly with Tourism Ireland’s strategy to enhance tourism revenue beyond the bustling summer months.
David Boyce, Head of Business Events and Luxury at Tourism Ireland, expressed enthusiasm about the participation of Irish tourism partners: “We are delighted to have 35 tourism partners from the island of Ireland with us at IBTM World in Barcelona this week, as we collectively work to inspire the international buyers in attendance about all that Ireland has to offer their clients.”
Boyce emphasized the organization’s commitment to fostering business events, stating, “Tourism Ireland’s goal is to enable thousands of commercial Business Events meetings this year—connecting our tourism partners from Ireland with overseas buyers to grow Business Events and support tourism enterprises across the island. To date in 2024, we have invested around €2.5 million in the area of Business Events and facilitated over 7,000 commercial meetings. IBTM World serves as a fantastic platform for our partners from Ireland to showcase and sell their products and services, ensuring they capture a greater share of the buyers’ business in 2025 and beyond.”
The initiative “Meet in Ireland” serves as the official brand for the island’s meeting sector, representing a collaborative effort by Tourism Ireland, Fáilte Ireland, and Tourism Northern Ireland to position the island as a top-tier destination for business events.