Business news

Focus on Delivering Commercially Successful Events

Posted By:
Tourism NI

22nd Feb 2024

Tourism NI has delivered the first in a series of masterclasses entitled ‘Delivering Commercially Successful Events’ today at the Carriage Rooms, Montalto Estate, Ballynahinch.

Hosted by Donna Traynor and attended by over eighty event organisers from across Northern Ireland, today’s masterclass was designed to overcome some of the challenges for those working in the events and festivals sector as the wider tourism and hospitality industry continues to recover.

The series is being delivered as part of Tourism NI’s ongoing Tourism Enterprise Development (TED) Programme and will also provide an opportunity for businesses and events to make new connections and develop collaborative working practices.

The series is aimed specifically at those who are responsible for developing and managing event and festival budgets as well as those who work in revenue generation and sponsorship.

The masterclass included guest speakers from Keswick Mountain Festival, Garden Show Ireland, Camp Dalfest and the Balmoral Show as well as a panel discussion, workshops and industry networking.

Siobhan McGuigan, Tourism NI’s Head of Events said;
“Now more than ever it is crucial that we provide guidance and inspiration so that event organisers are equipped with the necessary tools and information to become more economically sustainable in an uncertain funding environment. We’ve had some excellent case studies today on revenue generation and sponsorship management and considered how event organisers can develop more secure financial models”.
“Today’s masterclass was very well attended and we look forward to rolling out more online and in-person support as part of this series across February and March.”

For more information on the upcoming events masterclass series go to;

Embracing Events Webinar: Delivering A Successful Volunteer Programme (


Embracing Events Masterclass: Delivering Sustainable Events (