## Tourism Ireland’s ‘Flavours of Ireland’ Event Aims to Boost Global Market Share
Tourism Ireland’s annual ‘Flavours of Ireland’ event, held this week in London, brought together key players in the global tourism industry, aiming to increase Ireland’s share of the international travel market. The event, now in its 22nd year, served as a platform for over 60 Irish tourism businesses to connect with approximately 100 leading global tour operators from markets including the United States, Europe, Asia, Australasia, and Africa.
These tour operators play a crucial role in bringing visitors to Ireland, with some responsible for delivering as many as 80,000 tourists annually. ‘Flavours’ provides them with a valuable opportunity to network with Irish businesses, explore new tourism products, and shape their itineraries for the coming years. This, in turn, influences which regions and communities will benefit from the influx of tourists.
The event’s focus on promoting new tourism offerings and experiences is particularly relevant as tour operators finalize contracts for 2025 and beyond. With over 660 commercial meetings held during the event, ‘Flavours of Ireland’ is setting the stage for significant future tourism business growth for Ireland.
Strengthening Ireland’s Tourism Sector
Conor Murphy, the Economy Minister for Northern Ireland, emphasized the importance of tourism to the Irish economy. He stated, “Tourism is incredibly important to Ireland’s economy. The Flavours of Ireland event builds upon this success by promoting our island to influential global tour operators. I’m delighted to be here to support local companies from right across the north who are helping to showcase our fantastic tourism offering.”
Alice Mansergh, Chief Executive of Tourism Ireland, echoed this sentiment, highlighting the event’s role in attracting international visitors. She said, “Tourism Ireland runs our Flavours of Ireland event to increase awareness of the island of Ireland among influential global inbound tour operators and to secure a greater share of the global travel market. We are delighted to connect inspiring local tourism businesses from across the island of Ireland with global tour operators, who build itineraries to sell overseas for the coming years. Over 600 commercial meetings take place at our Flavours of Ireland workshop. Local tourism businesses attending offer diverse experiences, from boat trips to cathedrals and castles, from gardens and distilleries to tea tours, from places to stay to ways to travel and regions to explore. “We are delighted to be joined by the Economy Minister for Northern Ireland, Conor Murphy, who is supporting local businesses in bringing to life the tourism opportunity in Northern Ireland.”
The ‘Flavours of Ireland’ event underscores Tourism Ireland’s commitment to fostering the growth of the tourism sector in Ireland. By connecting local businesses with influential global tour operators, the event aims to secure a greater share of the international travel market and position Ireland as a leading destination for years to come.