Ireland Joins Germany, Austria and Switzerland to Strengthen European MICE Tourism Partnerships Through Meet in Ireland Business Events Showcase in Frankfurt and Cologne: Exclusive

Written By: Pritam Nath

Pritam Nath

Pritam Nath is a published writer, journalist, and media researcher with over seven years of experience in journalism, content creation, and strategic communication. He specializes in media studies, journalism and mass communication, content strategy, and audience-focused storytelling. A certified journalist, he has produced research-driven news, feature stories, and industry analysis across media, travel, tourism, hospitality, culture, and strategic communication. Combining academic expertise with practical experience in digital publishing, Pritam creates insightful, engaging, and credible content that informs diverse audiences. He continues to explore emerging trends in global media, journalism, tourism, and digital communication while developing impactful content strategies.

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June 22, 2026 7:17 PM

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Ireland has intensified its efforts to attract high-value business events from Central Europe by taking its flagship “Meet in Ireland” MICE promotion campaign to Germany, reinforcing partnerships with German meeting planners and showcasing the island as a leading destination for corporate meetings, conferences, incentive travel and international business events. Tourism Ireland, together with ten tourism businesses from across the island, participated in a dual-city promotional roadshow in Frankfurt and Cologne, targeting influential event organizers and decision-makers from Germany’s thriving corporate travel market. The initiative highlights Ireland’s ambition to expand year-round tourism while increasing business travel revenue beyond the traditional summer season.

The B2B showcase enabled Irish tourism suppliers to engage directly with around 25 German meeting and incentive planners in each city, presenting Ireland’s premium conference facilities, luxury hotels, historic venues, world-class hospitality and distinctive cultural experiences. Through the official “Meet in Ireland” brand, Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland continue to position the island as one of Europe’s most competitive MICE destinations, encouraging corporate organizations across Germany, Austria and Switzerland to choose Ireland for future meetings, incentive trips, conferences and exhibitions.

Ireland Expands Business Events Promotion Across Germany

Tourism Ireland strengthened its presence in one of Europe’s most valuable outbound business travel markets by organizing the “Meet in Ireland” showcase in Frankfurt and Cologne. The initiative brought together ten leading tourism companies from across the island of Ireland to meet corporate travel planners responsible for organizing conferences, meetings and incentive programmes.

The roadshow focused on demonstrating Ireland’s ability to deliver memorable business experiences through a combination of modern convention facilities, luxury accommodation, historic castles, premium hotels, unique event venues, vibrant cities and spectacular natural landscapes. Germany remains a strategically important source market for Ireland’s business tourism sector, making direct engagement with event planners a key component of Tourism Ireland’s international marketing strategy.

Meet in Ireland Positions Ireland as a Premier MICE Destination

The “Meet in Ireland” brand serves as the official business events platform representing the island internationally. It is jointly promoted by Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland, ensuring a unified approach to attracting meetings, incentives, conferences and exhibitions.

During the Frankfurt and Cologne events, Irish tourism businesses showcased diverse products designed specifically for international corporate clients seeking memorable event experiences.

Germany Continues to Be a High-Value Business Travel Market

Germany represents one of Europe’s strongest outbound business travel markets, making it an important focus for Ireland’s tourism growth strategy. Business travellers generally generate higher visitor spending than leisure tourists while travelling throughout the year rather than concentrating visits during peak holiday periods.

Tourism Ireland emphasized that Ireland offers a complete package for international business events, including advanced conference infrastructure, luxury accommodation, excellent air connectivity, award-winning hospitality and authentic cultural experiences that enhance corporate travel programmes.

Tourism Ireland Focuses on Year-Round Tourism Growth

Tourism Ireland is placing greater emphasis on attracting visitors outside the traditional summer season. Business events naturally support this objective because conferences, meetings and incentive programmes frequently take place during weekdays and throughout autumn, winter and spring.

According to Nadine Lehmann, Tourism Ireland’s Manager for the DACH region covering Germany, Austria and Switzerland, the dual-city showcase provides an excellent platform for promoting Ireland as a leading destination for international business events while strengthening relationships with influential German planners.

Irish Tourism Companies Showcase Premium Business Event Experiences

The participating tourism companies highlighted Ireland’s extensive portfolio of business event products, including luxury hotels, historic castles, conference centres, destination management services and unique incentive travel experiences.

Corporate planners were introduced to venue options ranging from modern convention facilities in Dublin and Belfast to exclusive countryside estates capable of hosting executive retreats, leadership meetings and incentive programmes. Ireland’s combination of accessibility, sustainability, safety and hospitality continues to strengthen its competitiveness within the European MICE industry.

Collaboration Strengthens Ireland’s International Tourism Strategy

The collaboration between Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland demonstrates a coordinated all-island approach to promoting business tourism internationally. By combining marketing expertise with industry partnerships, the organizations aim to attract more international conferences, incentive groups and corporate meetings that generate significant economic value for local communities.

The latest showcase in Germany reinforces Ireland’s long-term commitment to building stronger relationships with European corporate travel buyers while enhancing the island’s reputation as one of Europe’s leading destinations for meetings and incentive travel.

Frequently Asked Questions

1. What is the Meet in Ireland showcase?
It is Tourism Ireland’s official international business events promotion programme showcasing Ireland as a destination for meetings, conferences and incentive travel.

2. Which German cities hosted the showcase?
The events were held in Frankfurt and Cologne.

3. Who organized the promotional event?
Tourism Ireland organized the showcase alongside industry partners.

4. How many Irish tourism companies participated?
Ten tourism companies from across the island of Ireland took part.

5. Who attended the B2B events?
Around 25 German meeting and incentive travel planners attended in each city.

6. What does MICE stand for?
MICE stands for Meetings, Incentives, Conferences and Exhibitions.

7. Why is Germany important for Ireland’s tourism industry?
Germany is one of Europe’s strongest outbound business travel markets and generates valuable year-round corporate travel.

8. Who manages the Meet in Ireland brand?
The brand is jointly managed by Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland.

9. Why does Tourism Ireland focus on business events?
Business travellers typically spend more, travel throughout the year and help increase tourism revenue outside the peak summer season.

10. What attractions does Ireland offer for business events?
Ireland offers modern conference facilities, luxury hotels, historic castles, unique venues, scenic landscapes, excellent hospitality and rich cultural experiences suitable for international corporate meetings and incentive travel.