Promoting Ireland for Business Events at IBTM World

Thursday, November 20, 2025. 11:23am

Tourism Ireland showcases Ireland as a premier Business Events destination at IBTM World in Barcelona

35 tourism businesses from Ireland are attending IBTM World In Barcelona

Thirty-five (35) tourism businesses from Ireland are attending one of the leading global events for the meetings, incentives, conferences and events (MICE) industry – IBTM World – which is taking place in Barcelona this week.

Ireland is being promoted as a superb destination for Business Events to top international buyers, to inspire them to choose the island for future meetings and incentive travel. Representing Ireland at this influential event are leading hotels, conference venues, visitor attractions, destination management companies and professional conference organisers.

Around 1,900 commercial meetings are expected to take place over the three-day event, which will, in turn, deliver Business Events for Ireland from around the world worth millions of euro in 2026 and beyond.

€1 billion annual contribution to economy

Business Events – i.e., the corporate meetings, events and incentive travel industry – is recognised as a key driver of economic growth. Business travel is high value and often midweek and off season by its nature, thereby aligning with Tourism Ireland’s strategy to grow overseas tourism revenue outside of the peak summer season.

The Business Events sector contributes more than €1 billion to our economy each year and the new Business Events 2030 strategy for Ireland, launched earlier this year, has an ambitious target to drive an average annual revenue growth rate of +8% out to 2030.

David Boyce, Tourism Ireland’s Head of Business Events and Luxury, said:

“We are delighted to have 35 tourism partners from Ireland with us at IBTM World in Barcelona this week, as we work together to inspire the international buyers in attendance about all that Ireland has to offer their clients.
“Tourism Ireland’s goal is to facilitate 7,500 commercial Business Events meetings this year – connecting tourism operators from Ireland with overseas buyers to grow Business Events and support businesses across the island. IBTM World provides a fantastic platform for our partners from Ireland to showcase and sell their products and services, ensuring they win a greater share of the buyers’ business in 2026 and beyond.”

‘Meet in Ireland’ is the official MICE (meetings, incentives, conferences and events) brand for the island of Ireland, comprising Tourism Ireland, Fáilte Ireland and Tourism Northern Ireland, who work in partnership to promote the island of Ireland as a leading Business Events destination.