Tourism Ireland hosts B2B workshop for German, Austrian and Swiss tour operators

The island of Ireland was promoted to top German, Austrian and Swiss tour operators and travel agents this week – at Tourism Ireland’s annual B2B workshop in Frankfurt.

Twenty-nine (29) tourism companies from the island of Ireland took part, meeting and doing business with 30 tour operators and travel agents who bring valuable tourists to our island or who are planning to programme Ireland for the first time. Around 870 meetings were conducted at the workshop, which was followed by a networking session – providing a valuable opportunity strengthen relationships and generate new business for 2026 and beyond. Guests were entertained by musicians from the Belfast Traditional Music Trail after the workshop.

Tourism Ireland and its partners from Ireland took the opportunity to remind the German, Austrian and Swiss travel professionals about the many great things for their clients to see and do here – including our spectacular scenery, rich culture and heritage, superb food and drink, as well as our warm hospitality.

Nadine Lehmann, Tourism Ireland’s Manager for Germany, said:“We were delighted to bring together 30 key travel professionals from Germany, Austria and Switzerland to do business with our partners from Ireland this week. Our goal is simple: to create meaningful connections between small businesses from the island of Ireland with German, Austrian and Swiss travel professionals who can bring visitors at scale and to secure a greater share of visitors from these important markets for 2026 and beyond.”