Tourism Ireland Targets Swedish Market at Travel News Market in Stockholm, Here’s All You Need to Know

Published on November 30, 2025

Recent Travel News Market Event in Stockholm, Sweden, was attended by Tourism Ireland, along with several Irish tourism companies, to showcase Ireland as a leading travel destination to Swedish tour operators and travel agents. This targeted event is part of a plan to attract Swedish tourists to Ireland’s various regions, especially to Donegal, known for its stunning landscapes, historical attractions, and friendly people.

Promoting Ireland’s Unique Offerings to Swedish Tour Operators

Travel News Market, a one-day B2B event held annually, serves as an invaluable platform for international tourism organizations to engage with key buyers and decision-makers in the travel industry. This year, Tourism Ireland joined forces with three prominent Irish tourism businesses, including Sliabh Liag Distillers, to present a comprehensive picture of what Ireland offers. Through pre-scheduled meetings and one-on-one appointments, these companies aimed to secure contracts for 2026 and beyond, hoping to enhance their presence in the Swedish market.

The event brought together influential Swedish travel professionals and MICE (meetings, incentives, conferences, and exhibitions) buyers, who were keen on finding new and exciting destination inspiration for their clients. Swedish tourists are increasingly interested in destinations that offer not just beauty but also a rich cultural experience, and Ireland—particularly Donegal—fits that description perfectly.

Tourism Ireland’s Focus on Building Relationships with Swedish Buyers

Sarah Dee, Tourism Ireland’s Manager for the Nordic Region, expressed her enthusiasm about the event. “Tourism Ireland was delighted to attend Travel News Market in Stockholm once again this year. It’s an excellent opportunity to inspire key Swedish travel professionals about all the great things to see and do in Ireland,” Dee said. She further emphasized that this type of event is crucial for strengthening relationships with Swedish travel professionals and ensuring that Ireland remains a top destination for Swedish tourists in 2026 and beyond.

For Irish tourism companies like Sliabh Liag Distillers, this event is more than just a networking opportunity—it’s a chance to showcase their offerings directly to potential clients and travel partners. As one of the fastest-growing industries in Ireland, the tourism sector’s ability to foster these connections is essential for continuing to grow visitor numbers and expand the global appeal of Irish regions like Donegal.

Donegal as a Key Destination for Swedish Tourists

A central part of Tourism Ireland’s pitch at Travel News Market was promoting Donegal, a destination that has seen an increase in interest from Swedish travelers in recent years. Known for its dramatic coastline, lush green hills, and historic landmarks, Donegal offers a unique experience for travelers looking to explore beyond the more traditional destinations in Ireland.

The county is renowned for its natural beauty, including the striking Slieve League Cliffs, which are among the highest sea cliffs in Europe, as well as the picturesque Glenveagh National Park and its historic castle. With its peaceful atmosphere and strong Gaelic heritage, Donegal provides a tranquil yet rich destination that appeals to tourists looking for authentic Irish experiences.

In addition to its natural wonders, Donegal is also home to unique cultural experiences. For instance, the region has a long history of distilling, and companies like Sliabh Liag Distillers are now sharing that heritage with visitors through immersive tours and tastings. Such experiences resonate with Swedish tourists, who often value sustainability, craftsmanship, and authenticity in their travel choices.

The Growing Popularity of Ireland Among Swedish Tourists

Sweden has long been a key market for Ireland, and there has been an upward trend in Swedish arrivals in recent years. Irish tourism professionals are particularly excited about Sweden’s growing interest in traveling to less commercialized regions, and Donegal stands out as an ideal destination for this demographic.

Swedish tourists are drawn to Ireland for its rich history, beautiful landscapes, and the opportunity to experience local culture. Irish tourism experts believe that Donegal’s distinct blend of scenic beauty and cultural heritage positions it as a prime choice for travelers from Sweden, particularly those interested in outdoor activities such as hiking, cycling, and golfing.

As Swedish tourists look to explore new destinations, Donegal’s reputation as an unspoiled part of Ireland makes it an attractive alternative to other more visited locations. Furthermore, with a growing emphasis on sustainable travel, Donegal’s natural offerings and commitment to eco-tourism align perfectly with the interests of Swedish travelers.

Strengthening Ireland’s Global Tourism Strategy

The initiative to engage Swedish tour operators at Travel News Market is part of a broader strategy by Tourism Ireland to bolster its presence in Nordic markets. By focusing on cultivating relationships with international travel professionals and promoting Ireland’s diverse regions, Tourism Ireland hopes to solidify Ireland as a year-round destination, drawing tourists not only during the summer but throughout the winter months as well.

In addition to promoting destinations like Donegal, Tourism Ireland is emphasizing the country’s diverse offerings, including cultural events, festivals, and culinary experiences. For Swedish tourists, Ireland offers a mix of traditional charm and modern amenities, making it an ideal place to visit for a range of interests—from historical sites and lively cities to quiet countryside retreats.

The Future of Swedish Tourism in Ireland

Considering the future, Ireland has plenty to gain from Sweden, particularly due to Sweden’s growing interest and Ireland’s expanding tourism infrastructure. Ireland will continue to be an agile competitor in the European tourism landscape, given the fruitful participation of Travel News Market and the growing Irish tourism offer and interest in emerging destinations, including Donegal.