Tourism Marketing
Tourism Ireland leads major drive for 2027 at world’s largest travel fair
Around 3,600 meetings at World Travel Market in London set to deliver overseas tourism business worth millions of euro
 Tues 3rd November 2026
Pictured: Biddy Hughes, Westport Estate; Julie Wakley, Tourism Ireland; and Karina Dunne, EPIC The Irish Emigration Museum, at World Travel Market in London.
Tourism Ireland, together with around 80 tourism businesses from across Ireland, is mounting a significant presence at World Travel Market (WTM) in London this week. WTM is the largest B2B event in the global travel and tourism calendar and heralds the beginning of Ireland’s promotional drive overseas for 2027.
Over the coming days, around 3,600 commercial meetings will be conducted on the Ireland stand, delivering overseas tourism business for Ireland worth millions of euro. The tourism businesses from Ireland – from premium hotels and resorts to iconic visitor attractions, immersive whiskey distilleries and scenic touring experiences – will engage in meetings with British and global tour operators to negotiate and exchange vital contracts for 2027 and beyond, and ultimately to bring valuable tourists to Ireland.
While taking place in London, WTM is an excellent opportunity to meet tour operators and travel trade from around the world, including those serving markets like China, India and the Middle East, as well Great Britain, Mainland Europe and North America.
Siobhan McManamy, Tourism Ireland’s Director of Markets & Partnerships, said: “Our presence at World Travel Market is extremely important to kick-start our promotional drive overseas for the year ahead. We are delighted to have around 80 tourism companies from across Ireland joining us at this year’s WTM, with an estimated 3,600 commercial meetings set to take place.
“Tourism Ireland’s role at World Travel Market is to connect tourism SMEs from across the island with key global tour operators who influence holiday decisions and programmes in markets around the world. The discussions and business secured here at World Travel Market help drive future visitor growth and support tourism businesses right across Ireland.”
The Tourism Ireland stand at this year’s World Travel Market is bringing the sights, sounds and beauty of Ireland to life with a striking installation featuring Irish flora and other materials inspired by Ireland’s natural landscape. The installation is designed by East London floral design studio Worm, which is owned by two Irish women (from Dublin and Cork). Visitors will also be able to experience the sounds of Ireland through an immersive audio installation, featuring sounds of the sea, forests, cosy pubs and even spoken word performances by Irish poets.
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