Tourism Ireland Hosts B2B Roadshow in France to Target Business Events

Nine tourism companies from Ireland joined Tourism Ireland in France this week for a B2B roadshow aimed at growing Business Events from France.

The roadshow – which visited Lille and Paris – connected the tourism companies from Ireland with around 35 French MICE (meetings, incentives, conferences and events) buyers. It involved presentations about Ireland, commercial meetings and networking – providing a valuable opportunity for the tourism companies from Ireland to inspire the influential buyers they met to choose Ireland for future meetings and incentive travel and, ultimately, to grow Business Events from France.

David Boyce, Tourism Ireland’s Head of Business Events and Luxury, said: “We are delighted that so many key French MICE buyers took the time to come and meet with our partners from Ireland in Lille and Paris this week. Our roadshow is a valuable platform for our partners to showcase and sell their products and services and inspire the French travel professionals they meet about all that Ireland has to offer their clients, ensuring they win a greater share of the buyers’ business for 2027 and beyond.”

Tourism Ireland’s goal is to enable 7,500 commercial meetings focused on Business Events this year – connecting our tourism partners from Ireland with overseas buyers to grow Business Events and support businesses across the island.