International launch of new Business Events strategy by Minister Peter Burke in Frankfurt

Minister Burke joins Tourism Ireland in Germany to promote Ireland for leisure and business travel 

Minister for Enterprise, Tourism and Employment Peter Burke TD joined Tourism Ireland in Germany yesterday (21st May) to promote the island of Ireland for business and leisure travel. 

Minister Burke launched a new Business Events 2030 strategy internationally at IMEX Frankfurt, one of the leading global exhibitions for Business Events i.e., the corporate meetings, events and incentive travel industry. The strategy was launched at home in Ireland at the end of April. The Business Events sector contributes more than €1 billion to our economy each year and the new strategy has an ambitious target to drive an average annual revenue growth rate of +8% out to 2030. It will play a crucial role in positioning Ireland as a leader in the global Business Events sector, ensuring we attract high value business that brings overseas visitors and long-term benefits for the economy and communities.

Minister Burke lent his support to the 35 tourism companies from across the island of Ireland who’re on the ‘Meet in Ireland’ stand at this year’s IMEX Frankfurt. Around 1,900 commercial meetings will be conducted with global meeting and incentive travel planners this week, which will, in turn, deliver Business Events for Ireland from around the world worth millions of euro in 2025 and beyond. 

Minister Burke met with some of the leading German tour operators who programme Ireland, at a Tourism Ireland roundtable event, highlighting some of the many great reasons for their German holidaymaker clients to choose Ireland. Tourism Ireland also updated Minister Burke on the all-important Mainland Europe markets, which contribute one-third of total overseas visitor spend in Ireland.

Minister Peter Burke said:“I was delighted to be in Germany for the international launch of Business Events 2030. IMEX Frankfurt is where the global meetings, events and incentive travel industry come together annually for the largest trade show of its kind in Europe. Business Events 2030 refocuses our policy, placing emphasis on economic targets, on boosting both our tourism SMEs and our economy and highlights Ireland’s eco-friendly credentials when attracting business.  This strategy is a product of collaboration between my Department, Fáilte Ireland, Tourism Ireland, industry leaders from the tourism sector and public bodies including IDA Ireland, Enterprise Ireland, universities of Ireland and the Institute of Public Health. Launching Business Events 2030 here on the international stage, represents a significant step forward in our commitment to fostering economic growth through positioning Ireland at the forefront of global business travel.”    

Alice Mansergh, Chief Executive of Tourism Ireland, said: “IMEX Frankfurt is a key event in the industry calendar and an extremely important platform for us to promote the island of Ireland as a premier destination for Business Events. We were delighted to be joined by Minister Peter Burke to perform the international launch of the new Business Events 2030 strategy, which will play a crucial role in positioning Ireland as a leader in the global Business Events sector. Business Events travel is high value and by its nature often occurs midweek and outside of peak season, thereby aligning with ambitions to strengthen year-round tourism. Tourism Ireland’s collaborative efforts with Fáilte Ireland and Tourism Northern Ireland, as part of the ‘Meet in Ireland’ team, will ensure we attract high value business that brings overseas visitors and long-term benefits for the economy and communities.”

Tourism Ireland’s goal is to enable 7,500 commercial Business Events meetings this year – connecting tourism operators from Ireland with overseas buyers to grow Business Events and support businesses across the island. Tourism Ireland’s message is that the island of Ireland offers a winning combination of world-class infrastructure, unique and luxurious accommodation, state-of-the-art venues, spectacular landscapes and the warmest of welcomes, making it an ideal destination for meetings, incentive travel and events of all sizes.