Tourism Ireland’s 2024 Roadshow has concluded after a nine-day journey through Brisbane, Sydney, Melbourne, and Auckland. The event brought together more than 250 travel agents, 70 industry executives, and members of the media to explore the diverse offerings of the island of Ireland and inspire unforgettable itineraries for travellers.
Attendees at the roadshow events enjoyed live traditional Irish music and dancing, bringing an authentic cultural experience to the proceedings. This entertainment, combined with insights from Irish tourism experts, provided advisers with a comprehensive understanding of what makes Ireland a unique and memorable destination.
Connecting Irish tourism with the Australasian market
Led by Tourism Ireland’s Executive Vice President for North America, Australia, and New Zealand, Alison Metcalfe, the roadshow showcased a delegation of 11 tourism suppliers from Ireland. These included AC Tours Ireland, Activities Ireland, Adams & Butler, County Kildare Fáilte, Griffin Group, Irish National Stud and Gardens, Irish Rugby Tours, O’Donoghue Ring Collection, Railtours Ireland First Class, Titanic Belfast, and Shenanigans Walks Kilkenny.
The roadshow provided an important platform for suppliers to connect directly with travel advisers, highlighting Ireland’s rich cultural heritage, unique attractions, and off-the-beaten-path experiences.
A focus on sustainable growth and the shoulder season
Themed ‘Secrets of Ireland,’ the roadshow emphasised sustainable growth and the benefits of shoulder season travel. Travel advisers were encouraged to promote lesser-known destinations in the regions and Northern Ireland, offering clients a chance to explore Ireland beyond its traditional tourist hubs.
Sofia Hansson, Tourism Ireland’s Manager for Australia and New Zealand, said: “Our sales mission is an important element of our programme of activity in Australia and New Zealand this year – to highlight the many things to see and do, and all that is new and exciting, on a holiday on the island of Ireland. It gives our tourism partners from the island of Ireland an excellent platform to inform and influence the travel professionals they meet about what Ireland has to offer and, importantly, to encourage them to include the destination in their future programmes.”
A key source market for Irish tourism
Visitors from Australia and New Zealand are among Ireland’s most valuable markets, staying longer, spending more, and exploring more regions than the average traveller. Tourism Ireland aims to further strengthen these ties through initiatives like the 2024 Roadshow, ensuring Ireland remains a top choice for travellers from the region.
