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26 Mar 2014

Business ‘buzz’ in Germany

‘Mice by Melody’ promotion targets German business travellers

Tourism enterprises from Ireland travelled to Germany this week, to join Tourism Ireland for three business tourism networking events. Titled ‘Mice by Melody’, the after-work networking events were organised to target up to 60 influential MICE (meetings, incentives, conferences and events) buyers, in each of the three cities of Frankfurt-am-Main, Düsseldorf and Munich.  

The German buyers include senior representatives of companies which specialise in sourcing unique destinations, properties and experiences around the world suitable for meetings, conferences and incentive travel. The three ‘Mice by Melody’ events provided an ideal opportunity for the participating Irish companies to network with the influential German decision-makers and to showcase and sell their product – to win a greater share of the lucrative conference and meetings business from Germany.

Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “We are delighted that so many of these important German 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 in 2014. Our promotions are highlighting the ease of access to Ireland from Germany, as well as the good value rates available for meetings and conferences.”

Business tourism is the most lucrative form of tourism, with visitors travelling here for business purposes spending about 2.5 times more than the average visitor.


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • By the end of 2014, we will have welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world.


Previous Press Release

24 Mar 2014

Putting Ireland on the ‘MAP’ in Paris