‘Mice’ Promotion in Munich

24 Oct 2013

Ten Irish tourism enterprises flew to Munich earlier this week, to network and do business with almost 50 German business tourism buyers, at a MICE (meetings, incentive, conferences and events) event, organised by Tourism Ireland.  

The German buyers included senior representatives of companies which specialise in sourcing unique destinations, properties and experiences around the world suitable for meetings, conferences and incentive travel. The event – which took place in Shane’s Restaurant, owned by Irish-Austrian chef Shane McMahon – provided an ideal opportunity for the participating Irish companies to network and do business face-to-face with the influential German decision-makers, to sell and showcase their product and to win a greater share of the lucrative conference and meetings business from Germany.

Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “Tourism Ireland is delighted that so many of these key business tourism buyers have taken the time to meet with our Irish industry partners, to hear about some of the superb facilities on offer right around the island of Ireland. Business tourism is an important, high yield sector and Tourism Ireland has a busy programme of promotional activity in place to grow this type of tourism. Our promotions are highlighting the ease of access to Ireland from Germany, as well as the good value rates available for meetings and conferences.”

Germany is an important market for Irish tourism and the outlook for 2013 is positive, with the latest CSO figures showing growth of almost +12% for June-August this year, when compared with the same three-month period in 2012.

Barbara Hebele, International Institute of Public Finance e.V.; Kristin Bernd, Aer Lingus; Aoife Kernan, Tourism Ireland; and Kleri Tyropoli, Advantage ICO, at a MICE networking event in Munich.


Further media information:
Brian Swift, Tourism Ireland         
Tel: 01-476 3425

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• In 2012, 7.4 million overseas visitors came to the island of Ireland, delivering revenue of approximately €3.51 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.ireland.com, currently rolling out in 11 different language versions for over 30 individual markets around the world.
• ‘The Gathering Ireland 2013’ is Ireland’s biggest ever tourism initiative, consisting of a year-long programme of festivals, events and gatherings in every part of the country; Tourism Ireland has undertaken an extensive programme of promotions to highlight The Gathering Ireland 2013 around the world, working closely with the Gathering project team.


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