Economy Minister Dr Caoimhe Archibald joins Tourism Ireland in London today (5th November), to promote Northern 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 tourism companies from around the island, including around 25 companies from every corner of Northern Ireland. WTM is the largest B2B event in the global travel and tourism calendar and marks the beginning of our 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 GB, Mainland Europe and North America.
Tourism Ireland helps over 250 SMEs selling Northern Ireland through overseas events like WTM, where they connect with tour operators who bring visitors at scale. Over the coming days, the Northern Ireland tourism companies will engage in around 1,200 commercial meetings, delivering overseas tourism business worth millions of pounds.
The tourism businesses from Northern Ireland – from premium hotels to whiskey distilleries, visitor attractions and hidden gems of heritage – will engage in meetings with international tour operators to negotiate and exchange vital contracts for 2026 and beyond, and ultimately to bring valuable tourists to Northern Ireland.
