Last week, Galway was showcased at ITB Berlin, one of the largest travel trade fairs in the world, to strengthen Ireland’s presence in the German travel market. The fair saw participation from numerous Irish tourism companies, including Killary Fjord Boat Tours and Connemara Adventure Tours, who joined Tourism Ireland to enhance the island’s visibility.
ITB Berlin (Internationale Tourismus-Börse) is a major B2B event, attracting around 100,000 visitors annually. This includes leading tour operators, travel agents, airlines, and media from around the world, with a significant presence from Germany.
Germany remains the third-largest tourism market for Ireland, and in 2023, over 463,000 German tourists visited the island, spending over €430 million and staying for a total of 4 million nights. Germany is the largest market for Irish tourism from mainland Europe.
During the three-day event, Tourism Ireland hosted 28 tourism companies at its stand, showcasing a diverse range of Irish offerings, from premium hotels and whiskey distilleries to outdoor adventure providers and heritage sites.
The event provided valuable opportunities for Irish companies to meet, network, and conduct business with international tour operators and travel agents. These interactions are expected to result in millions of euros in overseas tourism business for Ireland in 2025 and beyond.
