Tourism NI Business Solutions - Travel Trade and Business Events Update

Tourism NI’s Business Solutions team have been working hard to provide industry with opportunities to engage with overseas operators, keeping Northern Ireland front of mind as well as showcase Northern Ireland as a world-class business events destination to the lucrative Meetings, Incentives, Conferences and Events / Exhibitions (MICE) sector.

Travel Trade Update

Meet the Buyer 2022

There was an air of palpable excitement at ICC Belfast as the Meet the Buyer Workshop got underway on the morning of Tuesday 29th March. Tourism NI’s flagship travel trade event returned to a live format for the first time since 2019.

145 international travel trade buyers from 16 markets travelled to Northern Ireland to meet with 158 NI industry reps in 3,090 sales appointments at the workshop. Over 40 Tourism Ireland staff also travelled from the various market offices around the world to convene at the event. There was a great air of positivity in the room with industry renewing connections with buyers and also making lots of new ones.

The networking continued that evening with a show stopping gala dinner also hosted in ICC Belfast. Guests enjoyed a specially curated menu showcasing some of the finest local food and drink and were treated to entertainment from the Belfast Community Gospel Choir and Ryan McMullan.

Five themed familiarisation trips were also hosted the weekend prior to the workshop, which saw international travel buyers explore Northern Ireland, visiting attractions and experiences which showcased the destination and the best of local hospitality.

“A Tale of Three Cities” started off in Belfast’s Titanic Quarter before making their way to Armagh to enjoy the orchards and dine at Crannagael House and then onto the Walled City of Derry on the second day.

“Coastal Adventures” saw participants take part in a range of activities including Canoe and Cake on Strangford Lough, trying their hand at GAA, trek the Gobbins Cliff Path and Giant’s Causeway and explore Lough Neagh.

“Food and Wellness” participants enjoyed the Belfast Food Tour before making their way to the scenic Mournes, where they undertook a Narnia Nature Immersion, followed in the footsteps of St Patrick along the camino trail and savored the mystery of a secret dining experience with Mourne Larder.

“Go West” took the group through the heart of Mid Ulster exploring Beaghmore Stone Circle and the OM Dark Sky Park and Observatory and the Ulster America Folk Park before reaching the Fermanagh Lakelands. There they visited many of the local attractions and explored the waterways on an Island Discovery boat tour hosted by Erne Water Taxi.

“Iconic Northern Ireland” took participants on a journey to see some of NI’s most famous attractions including Hillsborough Castle, Titanic Belfast and Giant’s Causeway and some of our newest such as Hinch Distillery and Glenshane Country Farm.

The fam trips all concluded back in Belfast where International travel trade buyers enjoyed a spectacular welcome event that evening at the newly opened Game of Thrones Studio Tours in Banbridge. The venue was truly transformed as guests arrived to a welcome reception before making their way through the tour and stopping off to enjoy some fabulous food and drinks and finishing with a photo stop in the iconic Iron Throne for a memento of their visit.

Abbey Co-Op Campaign

Tourism NI’s Business Solutions team recently collaborated with Abbey Conference and Events to develop a co-operative campaign promoting Northern Ireland to their clients in key markets including France, Germany, Italy, Spain and North America. A series of in market events took place showcasing the destination and our attractions and experiences. Webinars also took place, one of which in the US has been ranked as the Top 10 Rated Virtuoso Webinar for March 2022 out of 50 webinars!

Business Events Update

Moulden Marketing St Patrick’s Day Event

A delegation of NI industry recently participated in a showcase event hosted by Moulden Marketing on St Patrick’s Day in the Bloomsbury Hotel in London. Clayton Hotel Belfast, Hillsborough Castle, Game of Thrones Studio Tours, Lough Erne Resort, Slieve Donard Resort and Wild Atlantic Distillery participated and had the opportunity to meet with a range of UK Meetings, Incentives, Conferences and Events (MICE) buyers at the event

Recent MICE Familiarisation Trips

Wallace Travel Group

Following a successful staff familiarisation in November, Wallace Travel Group subsequently went on to invite 9 top UK MICE sales agents to Northern Ireland. Over a weekend in March, they visited a large selection of hotels and venues and enjoyed some great interactive experiences that was on offer. Not long after their return to the UK they confirmed a large booking in June 2022 as a direct result of the trip.

Abbey Conference and Events

The Dublin and Edinburgh based Abbey Conference and Events team took 3 days out of their busy schedule to undertake a staff familiarisation trip to both Belfast and Derry~Londonderry. Their itinerary, that included a break off team was packed full of show arounds and site visits to a number of suitable meeting, conference and event venues. They incorporated their team meeting into the packed schedule and a well-planned itinerary ensured they made the most of their visit to Northern Ireland.