Tourism Ireland Targets Swedish Travel Market with New Partnerships and Offerings at Stockholm B2B Event, Get the Details Here

Published on November 28, 2025

This week, Tourism Ireland, along with three Irish tourism firms, has been trying to engage more Swedish travelers to visit Ireland, by attending the Travel News Market taking place in Stockholm, Sweden. The Travel News Market is a restricted 1-day B2B (business to business) event where Irish tourism service providers get the opportunity to showcase their offer to Swedish travel professionals, including tour operators, travel agents, and MICE Buyers. This Venture Demonstrates Ireland’s Continued Efforts to Build a Presence in the Nordic Tourism Market.

Tourism Ireland Engages Swedish Professionals at Travel News Market

The Travel News Market in Stockholm serves as a prime networking event where tourism companies from around the world connect with influential travel professionals and MICE (Meetings, Incentives, Conferences, and Exhibitions) buyers. With an emphasis on discovering new destinations and learning about the latest offerings, the event offers a unique opportunity for the Irish tourism sector to build relationships with Swedish travel agents who are eager to offer their clients unique travel experiences.

Tourism Ireland’s presence at the event reflects the country’s strategic commitment to expanding its reach in the Nordic region. By attending this event, they not only maintain visibility in a competitive market but also strengthen the perception of Ireland as an attractive, year-round destination.

Building Stronger Business Connections for Future Growth

The event was structured around pre-scheduled one-on-one appointments, providing an efficient and focused approach for tourism companies. These sessions allowed Irish tourism companies to directly engage with key decision-makers from Sweden’s top tour operators and MICE buyers. The goal was clear: to secure contracts for 2026 and beyond, thereby increasing the flow of Swedish tourists to Ireland in the coming years.

Sarah Dee, Tourism Ireland’s Manager for the Nordic Region, emphasized the importance of these direct interactions: “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 and a valuable platform for our partners from Ireland to showcase and sell their products and services.”

The event proved to be a success, with Irish tourism companies taking full advantage of the B2B format to showcase a wide range of offerings, from cultural heritage sites and scenic landscapes to luxury accommodations and bespoke experiences tailored to Swedish travelers.

Fostering Tourism Growth and Strengthening Ireland’s Global Appeal

For Sweden, one of Ireland’s key markets, the event marked a significant milestone in the ongoing push to boost tourism numbers. Swedish travelers have long shown interest in Ireland’s rich cultural heritage, natural beauty, and vibrant cities. This year’s participation underscores Tourism Ireland’s strategic focus on increasing engagement with the Nordic region, where Ireland continues to be a popular travel destination.

The collaborative nature of this event allowed Tourism Ireland and its partners to amplify their efforts to ensure that Irish destinations remain top-of-mind for Swedish travel professionals. By presenting Ireland as a destination with diverse offerings for all types of travelers—from history enthusiasts to nature lovers and business professionals—Tourism Ireland was able to demonstrate the depth and variety of experiences that can be found across the Emerald Isle.

Impact of Swedish Travel Professionals on Ireland’s Tourism Market

Swedish tourists have consistently contributed to the growth of Ireland’s tourism sector. In recent years, the Swedish market has shown increasing interest in Ireland’s cultural festivals, historical sites, and outdoor activities. With Ireland’s tourism sector gradually recovering from the effects of global disruptions, these targeted marketing efforts are crucial in ensuring that Sweden remains one of Ireland’s strongest source markets.

Travel News Market in Stockholm allowed Tourism Ireland to position the country as a must-visit destination for Swedish travelers in 2026 and beyond. Swedish travel professionals were able to engage with the latest updates on Ireland’s attractions, ensuring they are well-equipped to recommend the best experiences to their clients. This type of direct engagement will go a long way in solidifying Sweden’s position as one of Ireland’s largest international markets.

The Future of Swedish Tourism to Ireland

Thanks to the continued outreach efforts made by Tourism Ireland to Swedish travel professionals, the Swedish travel market has great potential to grow and thrive. New collaborations and connections are being made which will promote and encourage Irish tourism. The focus now and moving forward will be to keep growing the positive flow of Swedish tourists to Ireland and to keep Ireland on the forefront of the minds of Swedish tourists on both pleasure and business travel.

With the positive evolution of Ireland as a top global tourism site, there is a bright future for this B2B. So too, the travel news market in Stockholm. As Tourism Ireland continues to work with the key professionals in the travel industry, Sweden stays in the travel line up for tourism activity in Ireland and for supporting travel businesses.