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Limerick Promoted as Top Business Tourism Location at Mexico Forum

Limerick and Adare are being promoted as a top destination for business tourism this week, at the annual Meeting & Incentive Forum (M&I Forum) – Americas 2017, which is taking place in Cancún, Mexico.

Tourism Ireland, together with a delegation of 11 Irish tourism companies – including Adare Manor – is meeting with some 185 meetings and incentive buyers from North and South America attending the event.

M&I Forum is one of the leading B2B events for business tourism buyers based in North America, who are booking global travel programmes for 2017 and beyond. It’s a three-day event which involves pre-scheduled one-on-one meetings, matching the Irish companies with the influential American buyers, as well as a number of networking events.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are delighted to participate in this year’s Meeting & Incentive Forums in Cancún, Mexico. This type of event provides us with a really good opportunity to highlight Limerick and Ireland to influential business tourism buyers and to spread the word about our world-class meetings, conference and incentive facilities.”


Some of the tourism businesses attending M&I Forum – The Americas 2017 include Carton House Hotel, The K Club, Clayton Hotel Bellsbridge, Odyssey International and The Westin Dublin.

Business tourism is the most lucrative form of tourism, with visitors travelling here for business purposes spending about 2.5 times more than the average visitor. ‘Meet in Ireland’ is the official MICE (meetings, incentives, conferences and events) brand for the island of Ireland. It comprises three tourism authorities – Fáilte Ireland, Tourism Ireland and Tourism Northern Ireland – who work in partnership to promote the island of Ireland as a leading conference and meeting destination.   

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Richard is a presenter, producer, songwriter and actor. He was named the Limerick Person of the Year (2011) and won an online award at the Metro Éireann Media and Multicultural Awards (2011) for promoting multi-culturalism online. Richard says that the concept is very much a community driven project that aims to document life in Limerick. So, that in 20 years time people can look back and remember the events that were making the headlines.