Tourism Ireland is targeting the French business events market with a series of ‘Lunch & Learn’ events in Nice, Marseille and Lyon, aimed at attracting more international meetings, conferences and incentive travel to Ireland.
Five tourism businesses and organisations from Ireland are participating in the roadshow, which provides an opportunity to connect directly with French buyers in the meetings, incentives, conferences and events (MICE) sector.
The events feature presentations showcasing Ireland as a destination for business events, alongside networking opportunities designed to strengthen relationships with French travel buyers and encourage future bookings.
The initiative forms part of Tourism Ireland’s wider efforts to grow the business events market and increase the number of international conferences, corporate meetings and incentive travel programmes hosted across the island.
Ana Luis, Tourism Ireland’s Trade Partnership Manager France, said the roadshow offered Irish tourism businesses an important opportunity to build relationships and secure future business.
“We are delighted that so many key French MICE buyers took the time to come and meet with our partners from Ireland in Nice, Marseille and Lyon this week.
“Our roadshow is a valuable platform for our partners to showcase and sell their products and services and inspire the French business travel buyers 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 has set a target of facilitating 7,500 commercial meetings focused on business events during 2026, connecting Irish tourism businesses with overseas buyers to generate new opportunities across the sector.
The French roadshow is one of the initiatives supporting this target, with an emphasis on positioning Ireland as an attractive destination for international corporate travel and events.
The participating tourism businesses and organisations are:
The events are designed to help Irish tourism operators develop new business relationships in France, strengthen Ireland’s profile in the international MICE market and secure additional business events for 2027 and beyond.
