Adam Garcia’s Emerald Storm Brings a New Dimension to ICC Wales, UK as Live Entertainment Supports Wales’ Visitor Economy: Read Further to Know More

Written By: Minal Aditi Lakra

Minal Aditi Lakra

I graduated with a degree in Finance from the University of Calcutta and further strengthened my financial expertise by pursuing both the Chartered Accountancy (CA) and Certified Financial Planner (CFP) programs. Over the past decade, I have dedicated myself to building a career aligned with my long-term professional aspirations, combining analytical thinking with strategic communication. Currently, I work as a Public Relations Strategist at Travel And Tour World (TTW), a global travel media platform that connects industry leaders with travelers worldwide. My role involves translating the vision, insights, and innovations of tourism stakeholders—including governments, tourism boards, airlines, hospitality brands, and event organizers—into compelling stories that inform, inspire, and influence global travel audiences. Through strategic storytelling and media engagement, I help bridge the gap between industry leadership and evolving traveler expectations.

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July 15, 2026 19:13 GMT+5:30

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While the International Convention Centre (ICC) Wales has established itself as one of the United Kingdom’s leading venues for conferences, exhibitions and business events, its calendar increasingly reflects a broader ambition to become a destination for world-class cultural entertainment. That ambition will be on full display on 11 September 2026, when internationally recognised performer Adam Garcia brings Emerald Storm to Newport, offering audiences an energetic fusion of Irish dance, contemporary choreography and live music.

Rather than being a traditional trade exhibition or conference, Emerald Storm demonstrates how modern convention centres are evolving beyond their conventional role as meeting venues. By hosting internationally acclaimed performances alongside business events, venues such as ICC Wales are attracting wider audiences, extending visitor stays and contributing to the regional visitor economy.

Located within the Celtic Manor Resort in Newport, ICC Wales has become a cornerstone of Wales’ business events strategy since opening in 2019. The venue was purpose-built to attract international conferences, exhibitions and corporate gatherings while supporting tourism growth across South Wales. Increasingly, however, its programme includes cultural performances capable of drawing visitors from across the United Kingdom and beyond.

Created by Adam Garcia, one of Australia’s best-known dancers and performers, Emerald Storm combines the athleticism of Irish dance with the rhythm of urban tap and contemporary stage production. According to the official event information published by ICC Wales, the production features world-class dancers accompanied by live musicians, delivering a theatrical experience that celebrates traditional Irish dance while embracing modern performance techniques.

The production is expected to appeal not only to dance enthusiasts but also to theatre audiences, families and visitors seeking high-quality cultural experiences during their stay in Wales. Although ICC Wales has not released attendance figures, exhibitor information or participating country lists—as these are not applicable to a live theatrical performance—the event highlights the venue’s versatility in hosting entertainment alongside major business gatherings.

This diversification reflects a broader trend across Europe’s convention industry. Many leading convention centres now integrate concerts, theatre productions and cultural events into their annual calendars to maximise venue utilisation and create year-round visitor demand. Such programming supports local hotels, restaurants, transport providers and retail businesses by generating additional overnight stays outside the traditional conference calendar.

For Newport and the wider Welsh tourism sector, events like Emerald Storm provide valuable opportunities to showcase the destination to new audiences. Visitors attending performances often combine their trip with overnight accommodation, dining experiences and visits to nearby attractions. The venue’s location within the renowned Celtic Manor Resort further enhances this appeal by offering luxury accommodation, leisure facilities and convenient access to South Wales’ cultural and natural attractions.

Accessibility also plays a significant role in ICC Wales’ attractiveness. Positioned close to the M4 motorway, the venue benefits from strong road connections to Cardiff, Bristol, Birmingham and London. International visitors can also access the venue through nearby airports, including Cardiff Airport and Bristol Airport, while rail services connect Newport with major cities throughout the United Kingdom.

The production itself represents an evolution in contemporary dance storytelling. Rather than presenting traditional Irish dance in isolation, Emerald Storm introduces modern choreography, theatrical lighting and live musical performances that seek to create an immersive audience experience. This blend of heritage and innovation reflects wider trends within performing arts, where classic dance forms are increasingly reimagined for contemporary audiences.

For ICC Wales, hosting productions of this nature strengthens its position as more than simply a convention centre. The venue has consistently sought to attract a diverse portfolio of events, ranging from international medical congresses and business conferences to entertainment performances capable of reaching entirely different visitor segments. This flexibility helps sustain year-round activity while supporting local employment throughout the hospitality and tourism industries.

Importantly, Emerald Storm also demonstrates the growing convergence between business events infrastructure and cultural tourism. Modern convention centres increasingly serve as multi-purpose destinations where conferences, exhibitions, performances and public events coexist. This integrated approach allows destinations to maximise economic returns from large-scale venues while broadening their appeal among both business and leisure travellers.

The official schedule published by ICC Wales indicates that audiences will be welcomed into the venue from early evening before the performance begins at 7.30 pm. The production includes an interval and concludes later in the evening, allowing visitors ample opportunity to enjoy the surrounding hospitality offerings before or after the show.

Although no exhibitors, keynote speakers or international delegations are associated with Emerald Storm, the event nevertheless contributes to Wales’ broader visitor economy by attracting audiences seeking premium live entertainment. It also reflects the growing importance of cultural programming within convention centres that increasingly compete not only for conferences but also for memorable visitor experiences.

As destinations continue investing in multi-functional venues capable of accommodating diverse events, performances such as Emerald Storm illustrate how entertainment can complement business tourism rather than compete with it. By combining internationally recognised talent with a modern venue and a strategically accessible location, ICC Wales continues to reinforce its role as one of the United Kingdom’s most versatile destinations for meetings, events and live performances.

With visitors increasingly seeking experiences that blend culture, entertainment and travel, Emerald Storm represents another step in the evolution of ICC Wales into a venue where business, leisure and the performing arts intersect—supporting both the regional economy and Wales’ growing reputation as a destination for world-class events.