18 Mar 2026
NI Tourism Events: Working Better Together
Hosted by Tourism NI’s Events Development team, this event focused on how the tourism events sector can work together more effectively to strengthen marketing, build stronger event brands, embrace new tools such as AI, and explore opportunities for collaboration.
What took place on the day:
- Strategic updates from Tourism NI
- Practical guidance on marketing your event using existing platforms
- Insights on building stronger event brands at home and abroad
- Exploring how AI can support tourism events
- Practical session on what does collaboration across the sector look like
- Networking opportunites with event peers and stakeholders
This event was designed to be practical, inclusive and discussion led, with engagement from all attendees, drawing on on real-world actions. It supported events to maximise impact, improve professionalism and strengthen collaboration across the sector.
Bringing together representatives from the events industry and Tourism NI, along with key expert speakers, the event explored topics that help you promote your event and make effective use of the wide range of platforms available.
Those attended heared from our expert speakers who dived into key topics:
- Aine Kearney, Tourism NI – strategic updates from Tourism NI
- Stephen Moore, CO-5 – building and strengthening your event brand
- Ciaran Connolly, ProfileTree – how AI can support tourism events
Carmel Scott, Head of Marketing, Tourism NI, also provided guidance on how best to utilise existing promotional platforms such as DiscoverNI.com, and George Diamondis, Head of Business Solutions, Tourism NI, advised on the nuances of working with tour operators and travel trade and how to best to position your events for B2B sales.
Host Donna Traynor encouraged collaboration throughout the day, including a specific session on identifying opportunities for collaboration across the sector.
Who attended?
This free event was open to tourism event organisers, local authorities, and public sector partners and stakeholders engaged with events.