B2B in France

Ireland is being promoted as a world-class destination for Business Events to around 60 MICE buyers in France at a B2B roadshow visiting the cities of Lyon and Paris. Eight tourism companies from Ireland are taking part.

The roadshow – which includes presentations, one-to-one commercial meetings and networking opportunities – is a valuable opportunity for the tourism companies from Ireland to connect with the influential French buyers, to inspire them to choose Ireland for future meetings and incentive travel and to grow Business Events from France.

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.

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

“To date in 2024, we have invested around €2.5 million in the area of Business Events and have facilitated over 7,000 commercial meetings. Our French roadshow is another valuable platform for our partners from Ireland to showcase and sell their products and services, to ensure they win a greater share of the buyers’ business in 2025 and beyond.”

Tourism companies from Ireland are pictured with David Boyce (back, left) and Ana Luis (front, fourth left), both Tourism Ireland; and Julianne Cassidy, Fáilte Ireland (front, third right).