Tourism Ireland Engages Key German, Austrian, and Swiss Tour Operators

Tourism Ireland hosted its annual B2B workshop in Frankfurt this week, promoting the country’s travel offerings to key tour operators and travel agents from Germany, Austria, and Switzerland. A total of 29 Irish tourism companies participated in the event, engaging in about 870 meetings with 30 travel professionals who either currently bring tourists to Ireland or are considering it for future travel programmes.

The workshop served as a crucial platform for fostering business relationships and generating new opportunities for 2026 and beyond. Following the meetings, attendees enjoyed a networking session where they could further connect and share insights. The event featured live entertainment from musicians representing the Belfast Traditional Music Trail, adding a cultural touch to the proceedings.

Nadine Lehmann, Tourism Ireland’s Manager for Germany, expressed satisfaction with the outcome of the workshop, stating, “We were delighted to bring together 30 key travel professionals from Germany, Austria, and Switzerland to do business with our partners from Ireland this week.” She emphasized the objective of creating meaningful connections between Irish small businesses and influential travel professionals from these important markets.

The event highlighted the diverse attractions Ireland has to offer, including its stunning landscapes, rich cultural heritage, exceptional food and drink, and renowned hospitality. By showcasing these elements, Tourism Ireland aims to secure a larger share of visitors from Germany, Austria, and Switzerland, which are considered vital markets for the future.

As the travel industry continues to recover, initiatives like this workshop play a pivotal role in ensuring that Ireland remains a competitive destination. The relationships built during the event are expected to lead to increased tourist numbers in the coming years, positively impacting the local economy and the tourism sector at large.

With a focus on collaboration and growth, Tourism Ireland and its partners are poised to make significant strides in promoting the island’s offerings to international audiences. The workshop reflects a strategic effort to engage with key markets and position Ireland as a top choice for travelers looking for unique experiences in the coming years.