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08 Jul 2015

Creating business links with Germany

MICE promotion targets German business travellers for Ireland

Twelve Irish tourism companies travelled to Germany this week, to take part in a ‘Meet in Ireland’ workshop and networking event in Hamburg – to highlight the island of Ireland as a world-class conference and business tourism destination.  

Meet in Ireland is the official MICE (meetings, incentives, conferences and events) brand for the island of Ireland, which comprises three tourism authorities, Fáilte Ireland, Tourism Ireland and Tourism Northern Ireland, who work in partnership to promote the island of Ireland as a leading conference and meeting destination.

The Irish delegation met, and did business with, more than 30 senior representatives of companies in northern Germany involved in the MICE (meetings, incentives, conferences and events) industry, who are responsible for organising international conferences, meetings and large-scale incentive events around the world for their clients.

Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “We are delighted that these influential German business tourism buyers have taken the time to meet with our Irish tourism partners in Hamburg, to hear about 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 2015.

“2014 was the strongest year ever for visitors to Ireland from Germany – and 2015 has also got off to a really positive start, with the most recent CSO figures showing growth of +17% in visitor numbers from Germany for the March to May period, an extra 23,800 German visitors compared with the same three-month period in 2014. Tourism Ireland is determined to ensure that tourism growth continues.”

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.


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Irish tourism partners at the ‘Meet in Ireland’ business tourism workshop and networking event in Hamburg, Germany.

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.
  • In 2014, we welcomed an estimated 8.4 million overseas visitors to the island of Ireland, delivering revenue of about €4.1 billion.
  • Tourism Ireland’s international website is www.Ireland.com, available in ten different language versions for over 30 individual markets around the world. In 2014, Ireland.com attracted about 14.25 million visitors.