Tourism Ireland mounts strong presence at world’s largest travel fair (NI version)

1,000 meetings over three days at World Travel Market in London set to deliver overseas tourism business for Northern Ireland in 2024 worth millions of pounds

Overseas tourism continues to rebound with air access from key source markets up on 2019

Overseas tourism to Northern Ireland continues to rebound in the first year post pandemic limitations – according to Tourism Ireland. Air access to Northern Ireland is up for winter 2019, including from our biggest source market of Great Britain (up +11% on winter 2019). Hotel occupancy is also ahead of 2019 levels. 

As Tourism Ireland prepares for 2024, the organisation is mounting a significant presence at World Travel Market (WTM) in London this week, with 20 tourism companies from Northern Ireland on its stand – from premium hotels and a slow food destination to visitor activities and hidden gems of heritage. Over the coming days, almost 1,000 meetings will be conducted on the Tourism Ireland stand, delivering overseas tourism business for Northern Ireland next year worth millions of pounds. Tourism Ireland will be bringing together Northern Ireland tourism providers with international tour operators with the skills and scale to bring valuable tourists to Northern Ireland. 

WTM marks the beginning of the promotional drive overseas for 2024. It’s the largest B2B event in the global travel and tourism calendar.

Alice Mansergh, Chief Executive Designate of Tourism Ireland, said: “As we look to 2024, our presence at World Travel Market is really important to kick-start our promotional drive overseas. In our first full year post pandemic, every tourism business is eager for recovery. When we talk to tourism operators across Northern Ireland, we know that overseas tourism is playing a vital role.

“We are delighted to have 20 tourism companies from Northern Ireland joining us at this year’s WTM, for an estimated 1,000 commercial meetings with international tour operators. We facilitate connections between the world’s leading tour operators and diverse tourism businesses from Northern Ireland, helping introduce overseas visitors to our delightful experiences and strengthening the spread of the economic and social benefits that tourism brings.” 

Tourism Ireland’s message at WTM is that Northern Ireland has so much to offer across regions and seasons. The organisation will be showcasing iconic reasons to travel here, expanding people’s bucket lists from best-known spots to our hidden gems. Next year, Tourism Ireland will be promoting Belfast 2024, a programme of cultural events taking place across the city. Tourism Ireland will be dialling up its ‘Ireland, Home of Halloween’ message, celebrating the island of Ireland as the birthplace of one of the world’s most celebrated festivals, and ultimately growing Halloween in Ireland to be an iconic ‘must do’ in the shoulder season.

Tourism Ireland brings a sensory burst of nature to WTM this year, with a spectacular wildflower installation and an interactive area to listen to the sounds of nature on its stand. The installation consists entirely of Irish planting and has been designed by Worm, a floral design studio in East London which is owned by two Irish women. Visitors to the stand can also enjoy the ‘sounds of Ireland’ – they’ll be able to don headphones to listen to the soothing sounds of the sea, our forests, cosy pubs and the spoken word from some of our best-loved poets.

Alice Mansergh, Chief Executive Designate of Tourism Ireland; and Judith Owens, Titanic Belfast, at World Travel Market in London.