Tourism Ireland's 'Flavours' Event Bolsters Regional Business in Northern Ireland

Strategic Insights -

Tourism Ireland's annual event, 'Flavours', has marked its 23rd year, bringing together 20 tourism companies from Northern Ireland with 60 global inbound tour operators to foster business opportunities and promote the region's tourism products. The event provides a platform for the tourism providers to build relationships with global buyers, securing new business and influencing the addition of new tourism products to their programmes. A total of 660 commercial meetings were conducted, set to deliver business to Northern Ireland and the island of Ireland in 2026 and beyond.

Key Takeaways:

  • The 'Flavours' event has been running for 23 years, providing a platform for 20 tourism companies from Northern Ireland to engage with 60 global inbound tour operators.
  • The event enables tourism providers to highlight and sell their tourism product, build valuable relationships with global buyers, and secure new business.
  • Global inbound tour operators deliver around 500,000 visitors to the island of Ireland each year.
  • Aisling McDermott, Tourism Ireland's Head of Global Partnerships, highlighted the event's importance in strengthening Tourism Ireland's presence in the global tourism marketplace.
  • The event facilitates hundreds of targeted commercial meetings for industry partners to showcase the best of Northern Ireland's offerings, from visitor attractions to premium hotels and walking tours.
  • Events like 'Flavours' contribute to Northern Ireland's prominent feature in global itineraries, driving more visitors, longer stays, and regional spread.

Statistics:

  • 660 commercial meetings were conducted at the 'Flavours' event.
  • 20 tourism companies from Northern Ireland participated in the event.
  • 60 global inbound tour operators attended the event.
  • The event aims to deliver business to Northern Ireland and the island of Ireland from around the world in 2026 and beyond.
  • Global inbound tour operators deliver around 500,000 visitors to the island of Ireland each year.

Sources:

  • Tourism Ireland (no date) 'Flavours of Ireland' event plays a vital role in strengthening Tourism Ireland's presence in the global tourism marketplace.