Meitheal, Fáilte Ireland's annual flagship trade event is underway in Killarney.
The two day event, organised in partnership with Tourism Ireland, is the country's biggest trade event for the industry.
It provides Irish tourism businesses with the opportunity to sell directly to international buyers and tour operators.
Significant business deals are expected to be signed during the event, with over 10,000 sales meetings scheduled to take place between 389 Irish tourism providers and 255 international buyers and tour operators from 15 countries.
The countries represented are Australia, Austria, Belgium, Canada, Denmark, France, Germany, Italy, the Netherlands, New Zealand, Spain, Switzerland, the United Arab Emirates, Great Britain, and the USA.
Key themes and trends interesting international buyers this year include multi-generational trips, small private tours, outdoor activities and immersive experiences that incorporate food and traditional craft making.
"For 50 years, tourism trade events have brought together the best of our local industry with international partners, creating lasting relationships that benefit our economy and showcase the unique beauty and culture of Ireland," said Niall Tracey, Director of Demand Development at Fáilte Ireland.
"For a small island, we have a fantastic legacy as a visitor destination with a huge amount to offer from world-class scenery, hospitality, activities, attractions, culture, heritage, and food," he added.
Minister for Enterprise, Tourism and Employment Peter Burke said events like Meitheal play a crucial role in the growth and sustainability of the tourism industry.
"Over the last 50 years, they have been essential for building relationships, promoting our unique destinations, and keeping Ireland competitive.
"Each international buyer attending this event represents tens of thousands of possible visitors to Ireland, and their business will be hugely important for tourism and hospitality SMEs, local communities, and destination Ireland," he added.
