Ireland Strengthens US Market Presence at GTM West California

This week, Tourism Ireland participated in the esteemed Global Travel Marketplace West (GTM West) in Palm Springs, California, alongside four Irish tourism businesses. Over three days, the event offered a valuable opportunity for Irish organisations to connect with influential American travel advisors, aiming to keep Ireland top of mind for US travellers planning their next holiday.

GTM West is a leading annual event in the travel sector, connecting tourism providers with travel professionals. This year, Ireland’s presence—backed by Tourism Ireland and four local businesses—highlighted Ireland’s rich culture, stunning landscapes, and historical attractions to key US travel experts.

The event featured personalised one-to-one meetings and networking sessions, vital for building strong relationships. Irish companies engaged in around 200 business meetings, presenting their offerings directly to travel advisors who influence the choices of thousands of US holidaymakers.

For many attending advisors, GTM West is an essential chance to stay updated on the latest international tourism trends, ensuring Ireland remains a strong recommendation. It also provides Irish businesses with a platform to forge long-term relationships and improve their visibility within the competitive US travel landscape.

Alison Metcalfe, Head of North America for Tourism Ireland, highlighted the importance of events like GTM West in promoting Ireland as a desirable destination for American travellers. “Our presence at this year’s GTM West in California provided another excellent platform to highlight the many great things to see and do right around the island of Ireland to influential American travel professionals. Events like this offer a valuable opportunity for Tourism Ireland and our partners to meet and network with these travel professionals, helping to secure a greater share of their business for the island of Ireland in 2025 and beyond.”

Tourism Ireland aims to be at the forefront of US travellers’ minds when they plan their next adventure. Through collaborations with travel professionals and engagement at events like GTM West, Ireland’s reputation as a top European holiday destination continues to grow.

Looking forward, the Irish tourism industry is focused on building momentum for 2025 and beyond. Tourism Ireland’s long-term goal is to increase the number of US visitors, capitalising on demand for authentic, unique experiences.