Tourism Ireland Engages Swedish Market at Stockholm Trade Event

Tourism Ireland, alongside three Irish tourism companies, actively participated in the Travel News Market held in Stockholm on March 15, 2024. This one-day business-to-business event provided a strategic platform for promoting Irish travel experiences to Swedish tour operators and travel agents.

The Travel News Market serves as an essential venue for connecting with influential professionals in the travel industry. Participants, particularly from the MICE sector, sought fresh destination insights and updates for their clients. The Irish companies engaged in a series of pre-scheduled one-on-one appointments, focused on negotiating and securing vital contracts for 2026 and beyond.

Sarah Dee, Tourism Ireland’s Manager for the Nordic Region, expressed enthusiasm about the event. She noted, “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 participation in this event underscores Tourism Ireland’s commitment to strengthening its ties with the Swedish market. The focus on MICE buyers highlights a growing interest in Ireland as a destination for meetings, incentives, conferences, and exhibitions. With a focus on unique experiences and cultural offerings, the Irish representatives aimed to showcase a diverse range of products tailored for the Swedish audience.

As international travel continues to rebound, events like the Travel News Market play a crucial role in fostering relationships and expanding market reach. The efforts made by Tourism Ireland and its partners reflect a proactive approach to attracting visitors from Sweden, a country known for its discerning travelers.

In conclusion, the engagement at the Travel News Market in Stockholm marks a significant step forward in promoting Ireland as a prime destination for Swedish tourists, particularly in the MICE sector. The collaborative efforts of Tourism Ireland and Irish tourism companies are expected to yield fruitful outcomes as they pave the way for increased tourism in the coming years.