Ireland ‘meets’ London’s West End

Tourism Ireland and partners showcase the island of Ireland for business events 

Thirty-six (36) leading British meetings and incentive travel professionals attended the recent ‘Ireland Meets the West End’ workshop in London. The annual B2B event – organised by Tourism Ireland in partnership with Fáilte Ireland and Tourism NI – saw the buyers from Britain meet, and do business with, 36 tourism businesses from across the island of Ireland.

Tourism Ireland is committed to growing international business events, including corporate meetings and incentive travel, to the island of Ireland. Around 720 commercial appointments took place during ‘Ireland Meets the West End’, to secure valuable meetings and incentive travel business for Ireland in 2027 and beyond.

Tourism Ireland’s message is that the island of Ireland offers a winning combination of world-class infrastructure, unique and luxurious accommodation, beautiful landscapes and, of course, the warmest of welcomes – making it an ideal destination for meetings and incentive travel.

David Boyce, Tourism Ireland’s Head of Business Events and Luxury, said:“Tourism Ireland was delighted to welcome so many top British meetings and incentive travel professionals to our annual ‘Ireland Meets the West End’ event, demonstrating their commitment to, and interest in, the island of Ireland for 2027 and beyond. Business travel is high value and often midweek and off-season by its nature, thereby aligning with Tourism Ireland’s strategy to grow overseas tourism revenue outside of the peak summer season.”

Tourism Ireland’s goal is to enable 7,500 commercial meetings focused on business events this year – connecting tourism organisations from Ireland with overseas buyers to grow Business Events and support businesses across the island.  

‘Meet in Ireland’ is the official MICE (meetings, incentives, conferences and events) brand for the island of Ireland, comprising Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland, who work in partnership to promote the island of Ireland as a leading business events destination.