Northern Ireland Tourist Board

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Business to Business

Business to Business

Business to Business

The Business to Business (B2B) unit is responsible for promoting Northern Ireland as a destination to three key sectors:

• Business tourism - the MICE (Meetings, Incentive, Conferences and Exhibitions) sector

• Travel trade – tour operators and travel agents

• Groups – tour operators and travel organisers

They create opportunities for industry to showcase products, develop sample itineraries, attend trade shows, produce collateral, meet with buyers, exploit opportunities for new product through PR and website presence and advertise in relevant publications.

To get involved contact

Group travel

Two sectors of the group travel market are targeted:

• Group tour operators – handling agents, incoming tour operators, ground handlers, coach operators.

• Group travel organisers – these people work on a voluntary basis on behalf of a group where a common interest is shared such as retirement groups, community groups, church groups etc.

This sector continues to be made of over 55s. Key areas of sales and marketing activity include familiarisation trips, trade shows, direct mail, advertising and sales calls.

International trade shows

Key annual events the team recruit NI trade for are IMEX, Frankfurt (May), IMEX US , Las Vegas (October) IBTM World, Barcelona November.  Various Tourism Ireland sales missions and workshops.

Business tourism familiarisation trips

The team host a series of business tourism familiarisation (fam) trips throughout the year. Working with Tourism Ireland overseas offices to identify key business tourism buyers from around the world who can potentially deliver visitors to Northern Ireland. Tourism NI rely heavily on the local business tourism industry to help host these fams and ask that tourism suppliers offer a substantial discount on normal rates.

Great Days Out Fair for NI and ROI group organisers

Annual events held each year for the local tourism industry to meet a targeted audience of NI and ROI group organisers. The event is designed to showcase a variety of days out experiences for group visits in Northern Ireland.

 If you would like to find out more or express an interest in these events please email

Travel trade

The Business to Business Unit is responsible for promoting Northern Ireland as a leisure tourism destination in conjunction with Tourism Ireland, to international tour operators and travel agents across the globe and in particular in Tourism NI’s key markets: GB, ROI, North America and Europe. This is achieved though hosting a programme of familiarisation trips and a series of events.

Key events include:

Meet the Buyer workshop

Meet the Buyer in March attracts around 120 tour operators from North America, Europe, Britain, Ireland and Australia. The NI industry has the opportunity to present its products first-hand to the tour operators and to build new and existing relationships.

Download the Meet the Buyer 2017 Manual here.

Developing Markets workshop

The Developing Markets workshop is held in NI every three years, attracting around 50 tour operators from China, India, Middle East and South Africa as well as a number of UK Inbound buyers.

Dublin Showcase event

The event provides the opportunity for the NI industry to meet influential buyers and to build relationships in this important market.

Travel Trade familiarisation trips

Working with the Tourism Ireland overseas offices to identify key tour operators and travel agents from around the world who can potentially deliver visitors to Northern Ireland.

Business tourism international trade shows

NI trade are recruited for business tourism trade shows worldwide. These shows will be applicable to either all who are involved in business tourism and others may be more specific to the conference /meetings sector or the incentive sector.

 For more information contact