Tourism Ireland is taking a proactive approach to drive overseas tourism business for 2025, showcasing the island’s appeal at the ongoing World Travel Market (WTM) 2024 in London. Representing the largest travel event worldwide, WTM is the starting point for Ireland’s international promotional campaign for the upcoming year.
A delegation of around 75 tourism businesses from across Ireland is participating, engaging in a projected 3,000 meetings with British and international tour operators over the three-day event. This substantial presence includes renowned attractions like the Cliffs of Moher Visitor Experience and the Guinness Storehouse and hospitality giants like Aer Lingus, Hastings Hotels, and many others. These businesses span a variety of offerings, from hotels and distilleries to activity providers and cultural experiences.
Alice Mansergh, Chief Executive of Tourism Ireland, highlighted the importance of Ireland’s representation at WTM in connecting the island’s tourism businesses with influential tour operators. “We are targeting visitors who do more, see more, enjoy more – and therefore spend more – during their time in Ireland, to help tourism businesses across our island thrive,” said Mansergh.
Recognizing the demand for increased accommodation, Tourism Ireland is also spotlighting diverse hotel groups, with a 2-3% growth in available rooms this year. Additionally, an installation by Worm, a London-based floral design studio owned by Irish artists, adds a touch of Ireland’s natural beauty to the exhibition with Irish flora like gorse and heather.
Tourism Ireland’s message at WTM focuses on Ireland’s allure across seasons and regions. The island aims to attract high-value international visitors who will contribute to local economies, experiencing Ireland’s vibrant culture, scenic landscapes, and rich heritage.
As WTM London 2024 continues, Tourism Ireland’s concerted efforts lay the groundwork for another promising year, as the island strengthens its appeal and presence in the global tourism market.
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