Has Ireland regained its appeal as a business tourism destination?
Niall Gibbons - We were very worried a year ago and today we're very pleased. very confident about the futureThis is because this segment is the one that has recovered most rapidly from the pandemic (editor's note: with 463 events organised last year, MICE activity has returned to 89% of its level in 2019). Overall, tourism is one of Ireland's most important industries, attracting 11 million visitors a year from a population of 6.5 million. And within this tourism sector, the MICE market is one of the most lucrative, with one visitor generating three to four times more than a leisure traveller. Visit need for experience and encounters has come back very strongly in the post-covid world. Things that can't be bought and which are Ireland's great strength.
What are its other strengths in attracting organisers?
Niall Gibbons - Its proximity to France, of course, but above all its excessively welcoming nature. Ireland is not Las Vegas. It's an intimate destination, with good food, excellent places to go and a dynamic business community. If you look at Ireland as a business destination, a large number of major companies have their European headquarters here, including Microsoft, eBay, Paypal and LinkedIn. With the United Kingdom's departure from the European Union, the weight, Ireland's position has grown even strongerIreland is a great place to do business, particularly as a bridge between the United States and Europe. If you combine that with the warmth of the Irish people and the culture of the country, you can develop your business on the one hand and then pause and enjoy yourself on the other. That's our great competitive advantage.
How does the Irish business community support business tourism?
Niall Gibbons - We have a programme of ambassadors who work with the tourism authorities to attracting congresses from international organisations in Ireland. It's a long-term programme, with applications taking two to three years, but it's a great success. The pipeline of upcoming events is very encouraging.
It's no mystery that the French love Ireland as a destination. What are your objectives in this market?
Niall Gibbons - The visibility of Irish tourism in France is excellent and always has been. We have an excellent team in Paris, with an excellent strategy. Just look at our annual market studies, Ireland is still one of the top three destinations that the French want to visit in the next three years. Our challenge is to move up from third to second place, and then to first. In the post-covid world, you have to constantly reinvent yourself to make sure that the country remains top of mind for travellers. As far as event organisers are concerned, we have a website, Meet in Ireland, specifically dedicated to the MICE segment.
Which regions will you be highlighting?
Niall Gibbons - Ireland has so much to offer, whether you're looking for an incentive break or a large-scale meeting. The country in general, but also its different regions. Dublin is a destination in its own right. On the west coast, you have the Wild Atlantic Way, where you'll find the soul of the country. You also have Northern Ireland. As we approach the 25th anniversary of the Good Friday Agreement, it's quite incredible to see the extent to which the region has become an important destination for business tourism, with its recent infrastructure for conferences and events.
Is Ireland also a "green" destination, sustainably speaking?
Niall Gibbons - Our ministry will be launching a new CSR policy in the coming months with a three-year plan focusing on three key areass: the environment, of course, but also economic sustainability, to ensure that businesses in the sector survive the crisis, and finally social sustainability, by generating employment in rural areas through the desire to extend the tourist season. As far as incentives are concerned, Ireland is also offering a new activity with a sustainable connotation, 30 minutes from Dublin: Beyond The Trees. The first deployment of this concept outside Germany, Beyond The Trees is a canopy walk with incredible views over the Vale of Avoca, a sustainable experience in the middle of the forest offering a half-day opportunity to reconnect with nature.
