Minister Leads WTM Team

Minister for Enterprise, Tourism and Employment Peter Burke joined Tourism Ireland in London to promote the island of Ireland at the world’s largest travel fair, World Travel Market (WTM).

As Tourism Ireland prepares for 2026, the organisation is mounting a significant presence at WTM this week, joined by around 75 tourism companies from around the island of Ireland. WTM is the largest B2B event in the global travel and tourism calendar and marks the beginning of Ireland’s promotional drive overseas for 2026.

While taking place in London, WTM is an excellent opportunity to meet tour operators and travel trade from around the world, including those serving nascent markets like China, India and the Middle East, as well as Great Britain, Mainland Europe and North America.

Tourism Ireland helps over 750 SMEs through overseas events like WTM, where they connect with tour operators who bring visitors at scale. The business pipeline generated from global travel trade events in the first half of 2025 was estimated at €70 million. Over the coming days, around 3,600 commercial meetings will be conducted on the Ireland stand, delivering overseas tourism business for the island of Ireland.

Minister Burke met with Lonely Planet at WTM to mark the publication's naming of Tipperary as a top five global destination to visit in 2026.

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