Tourism Ireland recently hosted its ‘Senses of Ireland’ roadshow in Canada, with over a dozen partners taking part (banner photo) and close to 200 travel advisors in attendance at events in Victoria, Kelowna, Edmonton, and Ottawa.

At each stop, the focus was on strengthening relationships with the travel trade while reigniting enthusiasm for Irish travel through compelling experiences, from luxury getaways and cultural treasures to deeply immersive itineraries that encourage travellers to slow down and truly connect with the destination.

Key themes throughout the events included Ireland’s appeal as a year-round destination, with unique festivals originating in Ireland such as Halloween, and the cozy festive winter period; its capacity to host unforgettable large-scale events such as destination weddings and incentive programmes; and, most importantly, the warmth and authenticity of the partners behind the product.

Sandra Moffatt, Country Director – Canada for Tourism Ireland said, “As trusted experts, travel advisors play a vital role in helping clients choose the right destination and navigate the complexities of planning. These events provide our industry partners with a powerful platform to showcase their products to advisors eager to offer something fresh and inspiring for clients who are looking towards Europe for future travel. It’s an opportunity to drive new business for 2025 and beyond, while shining a spotlight on Ireland’s greatest asset: its people’

Leading tour operators including Royal Irish Tours, Brendan Vacations, and CIE Tours also joined the roadshow to share insights into their diverse offerings, from custom FIT itineraries and escorted group tours to flexible fly-drive options. With something for every type of traveller, the Senses of Ireland series aims to inspire, inform, and drive bookings throughout the season ahead.

Irish partners included:

• EPIC The Irish Emigration Museum – Three-time winner of Europe’s Leading Tourist Attraction
• Griffin Group – Featuring Hotel Kilkenny, The Ferrycarrig Hotel, and the award-winning Monart Destination Spa
• Irish National Stud & Japanese Gardens – Celebrating Ireland’s equine heritage alongside tranquil, world-class gardens
• Iveagh Garden Hotel – Europe’s first fully sustainable hotel, blending luxury with eco-conscious design
• Lyrath Estate – A luxurious 5-star estate set on 170 acres, with a rich 17th-century heritage
• Moloney & Kelly – A premier destination management company for both incentive and leisure travel
• National Trust – Showcasing iconic landmarks including the Giant’s Causeway and Carrick-a-Rede Rope Bridge
• Powerscourt Estate – Home to gardens ranked 3rd best in the world by National Geographic
• The Clare Collection – A portfolio of top attractions, including the Cliffs of Moher and Bunratty Castle & Folk Park
• Visit Armagh – Offering unique experiences such as two St. Patrick’s Cathedrals, Ireland’s only Planetarium, and the famous Bramley Apple
• Visit Belfast – Representing over 500 tourism partners in Northern Ireland’s capital, a designated UNESCO City of Music.

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