Ireland took centre stage on the opening day of ITB Berlin, the world’s largest B2B travel trade show, with Tourism Ireland showcasing 21 small- and medium-sized tourism suppliers on 3 March 2026.
The delegation — ranging from boutique whiskey distilleries and adventure-tour providers to Aer Lingus and premium hotel groups — is part of a wider Government push to deepen market diversification and lift Mainland-European visitor spend from €2 billion to €3 billion by 2031.
Germany is already Ireland’s third-largest source market, delivering 480,000 visitors and €464 million in 2024.
By hosting hundreds of pre-scheduled one-to-one meetings on the Ireland stand, Tourism Ireland aims to convert interest into concrete 2026-2027 booking commitments for regional attractions outside the classic Dublin-Galway-Killarney circuit.
Director of Markets & Partnerships Siobhán McManamy told media that Ireland’s selling points this year include enhanced air connectivity, new luxury hotel inventory and expanded ‘greenways’ for cycling holidays.
![Tourism Ireland Leverages ITB Berlin to Court Global Operators and Boost Inbound Business]()
Selling the destination’s ease of access is a direct play to corporate-events planners, who are increasingly seeking sustainable European venues reachable by short-haul flights.
Whether visitors are heading to Ireland for a cycling adventure, a corporate summit or an extended “workcation,” ensuring the right travel documentation is vital. VisaHQ simplifies this task by providing quick, reliable visa and passport services for Ireland and over 200 other destinations; travellers and planners can check requirements or start an application in minutes at https://www.visahq.com/ireland/ By letting VisaHQ handle the paperwork, tour operators and HR teams can focus on crafting memorable Irish itineraries instead of chasing consular formalities.
For mobility and travel managers, the ITB presence signals continued capacity on routes such as Frankfurt–Dublin and Munich–Shannon, facilitating both leisure and bleisure itineraries for expatriate staff based on the continent.
The event also provides Irish DMCs with channels to negotiate net rates with global TMCs, potentially lowering accommodation costs for inbound assignees attending training or onboarding sessions in Ireland.
The participation aligns with the Government’s Action Plan on Market Diversification, which has unlocked additional marketing funds for Tourism Ireland in the DACH region.
A unified German-Austrian-Swiss (DACH) approach, launched in January, is expected to produce synergistic campaigns around culture, gastronomy and remote-work ‘workcation’ packages — a trend that could attract longer-stay, higher-value visitors and accompanying family members.
The delegation — ranging from boutique whiskey distilleries and adventure-tour providers to Aer Lingus and premium hotel groups — is part of a wider Government push to deepen market diversification and lift Mainland-European visitor spend from €2 billion to €3 billion by 2031.
Germany is already Ireland’s third-largest source market, delivering 480,000 visitors and €464 million in 2024.
By hosting hundreds of pre-scheduled one-to-one meetings on the Ireland stand, Tourism Ireland aims to convert interest into concrete 2026-2027 booking commitments for regional attractions outside the classic Dublin-Galway-Killarney circuit.
Director of Markets & Partnerships Siobhán McManamy told media that Ireland’s selling points this year include enhanced air connectivity, new luxury hotel inventory and expanded ‘greenways’ for cycling holidays.
Selling the destination’s ease of access is a direct play to corporate-events planners, who are increasingly seeking sustainable European venues reachable by short-haul flights.
Whether visitors are heading to Ireland for a cycling adventure, a corporate summit or an extended “workcation,” ensuring the right travel documentation is vital. VisaHQ simplifies this task by providing quick, reliable visa and passport services for Ireland and over 200 other destinations; travellers and planners can check requirements or start an application in minutes at https://www.visahq.com/ireland/ By letting VisaHQ handle the paperwork, tour operators and HR teams can focus on crafting memorable Irish itineraries instead of chasing consular formalities.
For mobility and travel managers, the ITB presence signals continued capacity on routes such as Frankfurt–Dublin and Munich–Shannon, facilitating both leisure and bleisure itineraries for expatriate staff based on the continent.
The event also provides Irish DMCs with channels to negotiate net rates with global TMCs, potentially lowering accommodation costs for inbound assignees attending training or onboarding sessions in Ireland.
The participation aligns with the Government’s Action Plan on Market Diversification, which has unlocked additional marketing funds for Tourism Ireland in the DACH region.
A unified German-Austrian-Swiss (DACH) approach, launched in January, is expected to produce synergistic campaigns around culture, gastronomy and remote-work ‘workcation’ packages — a trend that could attract longer-stay, higher-value visitors and accompanying family members.
