Tourism NI marks 35 years of “significant” Meet the Buyer workshop

Photo caption: (L-R) Laura McCorry, Chief Executive of Tourism NI, Economy Minister Dr Caoimhe Archibald and Alice Mansergh, Chief Executive of Tourism Ireland, pictured at Meet the Buyer 2026

Now in its 35th year, the annual workshop, which is delivered in partnership with Tourism Ireland, has played a key role in driving international visitors to the region, boosting the local tourism industry and wider economy.

This year’s event, which is taking place at the ICC Belfast, has attracted a record 185 tour operators from 16 key global markets including North America, Australia, Canada, New Zealand and Europe. 

During the workshop, around 200 local tourism businesses will pitch their unique and diverse range of products and experiences to the international buyers, who are responsible for designing future itineraries for their clients who are keen to visit the island of Ireland. 

In total, around 6,000 one-to-one appointments between the industry and the buyers will take place during the two-day event.

First established in 1991, Meet the Buyer has grown significantly over the years, not only in terms of scale but also international reach and economic impact, evolving into the high‑impact sales engine for the region it is today.

Following this year’s workshop, many of the buyers will take part in a series of familiarisation trips, which will see them visit a host of tourist attractions across the region including Carrick-A-Rede Rope Bridge, Belleek Pottery and Crumlin Road Gaol.

Such trips give the buyers the opportunity to experience Northern Ireland’s tourism offering at first hand. 

Following last year’s familiarisation trips, 100% of the international buyers who took part confirmed they would include local tourism providers in future itineraries for their clients.

Economy Minister Dr Caoimhe Archibald, who opened the event, said: “I have set a strategic goal to grow tourism expenditure from overnight visitors to over £2 billion by 2035.  Events like Meet the Buyer play a significant role in helping us achieve that goal.

“Valuable meetings will take place as international operators meet our industry.  Through the many familiarisation trips that will take place across the region, world-wide operators will have the opportunity to experience our stunning landscapes, our history, our heritage, our music and culture across our many towns and villages, highlighting the breadth and depth of our tourism product. 

“As we celebrate 35 years of Meet the Buyer, it continues to be a flagship event for trade generation and showcasing the very best of the north to the world.”

Laura McCorry, Chief Executive of Tourism NI, said: “Bringing the global travel trade here sends a strong signal about our confidence as a destination.  

“It allows buyers the opportunity to experience the quality, creativity and authenticity of our tourism offering at first-hand which gives them the confidence to programme and promote Northern Ireland internationally.  

“Most importantly, it also provides a valuable platform for our local tourism providers to secure new and repeat business from all over the world.”  

She added: “It is incredible that Meet the Buyer has been running for 35 years. There is no doubt this workshop has played a key role in making Northern Ireland the hugely successful tourism story it is today”.

Alice Mansergh, Chief Executive of Tourism Ireland, said: “Meet the Buyer is a key event in the industry calendar and a fantastic opportunity for local tourism SMEs to connect with our international tour operator partners, who bring valuable tourists to Northern Ireland and the island of Ireland.

“Northern Ireland’s stunning landscapes, rich culture and unique heritage make it a truly compelling destination for travellers from around the world.”