Germany - Ireland Regional Access Floating Roadshow 2026

Germany is a high-potential market for Ireland, with 67 million outbound travelers annually and at least 10 million ideal candidates for Ireland. German travelers value meaningful holidays, travel year-round, and seek authentic disconnection. Ireland is perfectly positioned to meet these desires but remains under the radar.

Why now?

• Flight capacity to Ireland grows in 2026: Lufthansa and partners expanding routes.
• New direct flights: Discover Airlines (Lufthansa Group leisure carrier) launches Frankfurt–Shannon service in April 2026.
• Discover Airlines offers a premium leisure experience: entertainment, signature cookies, multiple travel classes, and full integration with Lufthansa booking channels.

The Roadshow: St. Patrick’s Week 2026

• Unprecedented Ireland-only promotion on the Rhine River.
• Vista Sky cruise ship transformed into a floating “Brand Ireland” experience.
• 9 cities in Western Germany over one week.
• Immersive 3-deck showcase of Ireland’s experiences.
• Breakfast workshops in smaller cities; dinner workshops in larger ones.
• Engage 600+ travel agents and media - key influencers in German travel decisions.

Why it matters: Your investment and presence will:

• Create visibility and momentum for Ireland in Germany.
• Position Ireland as a top-of-mind destination for German travelers.
• Unlock regional access and inspire new itineraries.