Ireland ‘meets’ London’s West End

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

Thirty-seven (37) leading British meetings and events professionals attended the recent ‘Ireland Meets the West End’ in London. The annual B2B event – organised by Tourism Ireland in conjunction 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 aims to grow international business events i.e., corporate meetings, events and incentive travel business to the island of Ireland. ‘Ireland Meets the West End’ provided a valuable opportunity each year for the companies from Ireland to showcase and sell their product and to inspire the British buyers to confirm their corporate meetings and incentive events in Ireland for 2026 and beyond. Around 720 commercial meetings were conducted at the event.

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, the warmest of welcomes and fantastic hospitality, making it an ideal destination for meetings, incentive travel and events of all sizes.

David Boyce, Tourism Ireland’s Head of Business Events and Luxury, said:“Tourism Ireland was delighted to welcome so many top British meetings and events professionals to our annual ‘Ireland Meets the West End’ event and meet our partners from Ireland – demonstrating their commitment to, and interest in, the island of Ireland for 2026 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 Business Events meetings this year – connecting tourism operators 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.