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24 Oct 2013

MICE promotion in Munich

Targeting German business travellers for Ireland

Ten Irish tourism enterprises flew to Munich earlier this week, to network and do business with almost 50 German business tourism buyers, at a MICE (meetings, incentive, conferences and events) event, organised by Tourism Ireland.   

The German buyers included senior representatives of companies which specialise in sourcing unique destinations, properties and experiences around the world suitable for meetings, conferences and incentive travel. The event – which took place in Shane’s Restaurant, owned by Irish-Austrian chef Shane McMahon – provided an ideal opportunity for the participating Irish companies to network and do business face-to-face with the influential German decision-makers, to sell and showcase their product and to win a greater share of the lucrative conference and meetings business from Germany.

ZoĆ« Redmond, Tourism Ireland’s manager for Central Europe, said: “Tourism Ireland is delighted that so many of these key business tourism buyers have taken the time to meet with our Irish industry partners, to hear about some of the superb facilities on offer right around the island of Ireland. Business tourism is an important, high yield sector and Tourism Ireland has a busy programme of promotional activity in place to grow this type of tourism. Our promotions are highlighting the ease of access to Ireland from Germany, as well as the good value rates available for meetings and conferences.”

Germany is an important market for Irish tourism and the outlook for 2013 is positive, with the latest CSO figures showing growth of almost +12% for June-August this year, when compared with the same three-month period in 2012.