ITAA Concludes Annual Conference in Costa Daurada

The Irish Travel Agents Association (ITAA) has concluded its Annual Conference 2026 in Costa Daurada, Catalonia, bringing together travel agents, industry partners and leading experts from across Ireland for four days of networking, learning, destination experiences and discussion on the key issues shaping the future of the Irish travel industry.

Hosted in partnership with the Catalan Tourist Board, Costa Daurada, Visit Salou, Cambrils Turisme, Vila-seca, La Pineda Platja and the Spanish Tourism Office in Dublin, the conference took place from 1 to 4 October and was based at the Blaumar Hotel in Salou.

The conference theme, “Innovate, Transform, Adapt, Accelerate”, reflected the pace of change across the travel sector, with the programme examining changing traveller behaviour, the impact of artificial intelligence and technology, business resilience, risk management, sustainability, career development and opportunities for growth.

A dedicated conference and supplier networking programme brought together a wide range of industry voices, with sessions including “The Traveller of Tomorrow: The Trends Reshaping Travel”, “From Enquiry to Quote: How Technology is Changing the Travel Business”, “Reinventing Yourself: One Career, A Completely New Direction”, “Would You Buy Your Own Business?”, “When the Unexpected Happens: Are You Ready?” and “Future-Proofing Travel: Minimising Risks to Maximising Opportunities.”

The programme featured contributions from experts and industry leaders including Ciara Clarke of RED C Research, Bhav Taylor of TProfile, James Coughlan of Travel Department, Peter Cullen of Click&Go Holidays, Vincent Donnelly of G Adventures, Angela Walsh of FROSCH Ireland, Jeff Collins of Best4Travel, Caroline Bremner of Caroline Bremner Associates and representatives from across the Irish travel industry.

Speaking following the conference, Tom Randles, President of the Irish Travel Agents Association, said: “Our Annual Conference is an important opportunity for the Irish travel industry to step back from the day-to-day pressures of running a business and look at where our industry is heading. This year’s theme of ‘Innovate, Transform, Adapt, Accelerate’ captured exactly what we wanted to explore – how we respond to changing consumer expectations, embrace new technology and AI, build more resilient businesses and identify the opportunities that lie ahead.

“The quality and breadth of the discussions in Costa Daurada demonstrated the strength and experience within our industry. From understanding the Traveller of Tomorrow and the changing demographics of our customers, to technology, risk, business value and future demand, the conference gave our members practical ideas and insights that they can take back to their businesses.

“Just as importantly, the conference was about people and relationships. The opportunity to meet colleagues, suppliers and partners face-to-face remains hugely valuable to our industry. We are grateful to all of our speakers, sponsors and partners who contributed to such a successful conference and to our hosts in Costa Daurada for their exceptional hospitality.”

A major focus of the conference was the changing profile and expectations of Irish travellers. The Traveller of Tomorrow session explored the rise of solo travel, changing passenger demographics and the growing use of AI in travel planning, alongside fresh consumer research commissioned by the ITAA. The session also examined where travel agents can add greatest value as consumer behaviour evolves.

Technology and artificial intelligence were another key theme, with delegates examining how technology is already changing the way travel professionals manage enquiries, create quotes, improve productivity and enhance the customer experience.

The conference also addressed the resilience of travel businesses in an increasingly uncertain environment, including economic volatility, geopolitical uncertainty, cyber threats and operational disruption. Future demand, premiumisation, experience-seeking, authenticity, capacity constraints, overtourism, climate-driven changes in demand and AI disintermediation were among the wider issues considered.

The conference also provided delegates with the opportunity to experience the Costa Daurada first-hand through a programme of destination experiences, including visits and excursions showcasing the region’s cultural, gastronomic and tourism offering.

Delegates experienced destinations and attractions across the region, with activities including golf and a hosted visit to PortAventura. The programme also included a welcome dinner, gala dinner and farewell celebration, providing further opportunities for delegates and industry partners to connect.

Pilar Herrero, Director, Catalan Tourist Board UK & Ireland, said: “Hosting the ITAA Conference in Costa Daurada is a wonderful opportunity for us to welcome the Irish travel industry to Catalonia and showcase the diversity, quality and hospitality of our destination. Celebrating this important event here reflects the strong relationship we have built with the Irish market and our commitment to continuing to strengthen it.”

The conference highlighted the importance of the travel agent within an industry undergoing rapid technological and consumer change. While AI and digital tools are transforming many aspects of the travel booking journey, the programme also explored the continuing importance of expertise, trust, relationships and personalised customer service.

Tom Randles added: “Technology will continue to transform our industry, but the conference reinforced that the human element remains at the heart of travel. Our members bring expertise, knowledge, trust and personal service to their customers, and those qualities will remain enormously important as the way people research and book travel continues to evolve.”

The ITAA Annual Conference 2026 also provided an opportunity for the Association to thank its conference partners and sponsors: Catalan Tourist Board, Costa Daurada, Visit Salou, Cambrils Turisme, Vila-seca, La Pineda Platja and the Spanish Tourism Office in Dublin.

The conference concluded with delegates returning to Ireland with new ideas, industry connections and first-hand knowledge of one of Spain’s leading tourism regions.