Friday, May 23, 2025
Minister for Enterprise, Tourism and Employment, Peter Burke TD, took a prominent role in promoting the island of Ireland as a premier destination for business and leisure travel during his visit to Germany on May 21st, 2025. At IMEX Frankfurt, one of the world’s foremost exhibitions for the global meetings, incentives, conferences, and exhibitions (MICE) industry, Minister Burke unveiled Ireland’s bold new Business Events 2030 strategy. This international launch follows the strategy’s successful introduction domestically in Ireland last month.
The Business Events sector is a vital pillar of Ireland’s tourism economy, currently generating over one billion euros annually. Minister Burke’s vision through the 2030 strategy is clear and ambitious: to achieve an average annual revenue growth rate exceeding eight percent, firmly establishing Ireland as a global leader in the competitive Business Events arena. This growth is projected to drive significant economic gains and sustainable benefits for communities across both Northern Ireland and the Republic of Ireland.
During the week-long IMEX exhibition, Minister Burke actively supported the 35 tourism companies representing the island on the ‘Meet in Ireland’ pavilion. The event hosted approximately 1,900 commercial meetings between Irish tourism operators and international planners specialising in meetings and incentive travel. These critical business discussions are expected to translate into lucrative Business Events contracts, bringing millions of euros in revenue to the island’s economy throughout 2025 and the years to follow.
Minister Burke also engaged with key German tour operators during a Tourism Ireland roundtable event, underscoring Ireland’s appeal as a top holiday destination for German travellers. The discussion highlighted Ireland’s unique blend of cultural heritage, natural beauty, and contemporary hospitality offerings that continue to attract increasing numbers of visitors from Germany, one of the island’s most valuable tourism markets. Tourism Ireland provided an update on Mainland Europe’s performance, noting that these markets collectively contribute to one-third of all overseas visitor spending on the island, reinforcing the region’s strategic importance.
Tourism Ireland has set an ambitious target to facilitate 7,500 commercial Business Events meetings this year alone. This initiative is designed to connect Irish tourism providers with international buyers, fostering partnerships that support business growth across the island’s diverse tourism landscape. Ireland’s offering combines cutting-edge infrastructure with world-class accommodation options and versatile event venues set amid breathtaking landscapes. Additionally, the island is renowned for its warm hospitality, a factor that consistently differentiates Ireland in the global meetings market.
The Business Events 2030 strategy encapsulates a comprehensive plan to harness Ireland’s strengths, including expanding venue capacity, enhancing digital connectivity, and developing innovative experiences that cater to diverse client needs. By positioning Ireland as a first-choice destination for corporate meetings, conferences, and incentive travel, the strategy aims to attract high-value international events that generate significant economic and social returns.
Minister Burke’s presence at IMEX Frankfurt and his active engagement with industry stakeholders reflect the government’s strong commitment to supporting the tourism sector’s recovery and growth post-pandemic. By collaborating closely with Tourism Ireland and industry partners, the government seeks to elevate Ireland’s profile in the competitive global marketplace, ensuring the island remains a vibrant hub for business tourism well into the next decade.
The Minister also reiterated the importance of balancing growth with sustainability, emphasising initiatives that protect Ireland’s natural and cultural assets while delivering exceptional visitor experiences. This approach aligns with Ireland’s broader commitment to responsible tourism, ensuring that increased Business Events activity contributes positively to local communities without compromising environmental integrity.
Minister Peter Burke said:“I was delighted to be in Germany for the international launch of Business Events 2030. IMEX Frankfurt is where the global meetings, events and incentive travel industry come together annually for the largest trade show of its kind in Europe. Business Events 2030 refocuses our policy, placing emphasis on economic targets, on boosting both our tourism SMEs and our economy and highlights Ireland’s eco-friendly credentials when attracting business. This strategy is a product of collaboration between my Department, Fáilte Ireland, Tourism Ireland, industry leaders from the tourism sector and public bodies including IDA Ireland, Enterprise Ireland, universities of Ireland and the Institute of Public Health. Launching Business Events 2030 here on the international stage, represents a significant step forward in our commitment to fostering economic growth through positioning Ireland at the forefront of global business travel.”
Alice Mansergh, Chief Executive of Tourism Ireland, said: “IMEX Frankfurt is a key event in the industry calendar and an extremely important platform for us to promote the island of Ireland as a premier destination for Business Events. We were delighted to be joined by Minister Peter Burke to perform the international launch of the new Business Events 2030 strategy, which will play a crucial role in positioning Ireland as a leader in the global Business Events sector. Business Events travel is high value and by its nature often occurs midweek and outside of peak season, thereby aligning with ambitions to strengthen year-round tourism. Tourism Ireland’s collaborative efforts with Fáilte Ireland and Tourism Northern Ireland, as part of the ‘Meet in Ireland’ team, will ensure we attract high value business that brings overseas visitors and long-term benefits for the economy and communities.”
In summary, Minister Peter Burke’s participation at IMEX Frankfurt marks a significant step in showcasing Ireland’s dynamic tourism sector on the international stage. Through the innovative Business Events 2030 strategy and strong collaboration between government, Tourism Ireland, and industry players, the island is well-positioned to capture an expanding share of the lucrative global meetings market. This will not only boost economic growth but also reinforce Ireland’s reputation as an exceptional destination where business and leisure seamlessly converge.
