Step 1
Pre-event coordination
Align the destination message, identify suitable Irish trade, institutional and media contacts, and shape the event around the audiences that matter most.
Context
From destination promotion in Ireland to longer-term cooperation
In 2023 and 2024, ICCTA supported consecutive "Hello, Beijing" promotion activities in Dublin, combining destination presentation, local invitations, event delivery and follow-up media material.
By 2025, the same cooperation line had extended into travel-trade visits, route familiarisation and on-the-ground partner engagement in Beijing, giving the case a clear sense of continuity.
- Two consecutive years of destination promotion in Ireland.
- Follow-on activity extended into travel-trade visits and familiarisation.
- Event content continued to support outreach after each programme.
Why this case stands out
It shows a continuing cooperation path
This case shows an ongoing destination-promotion effort. It began with awareness-building in Ireland, then opened the way for trade familiarisation, route discovery and more direct market dialogue.
Smart timing
The 2023 activity linked naturally with WTM in the UK, making the Ireland stop more efficient and avoiding unnecessary extra international travel.
Broader relevance
The format combined speeches, trade-facing presentation, exhibition material, guest interaction and follow-up documentation.
Clearer continuity
The visible extension from destination promotion in Ireland to later travel-trade visits gave the case added depth.
Continuing development
From promotion in Ireland to deeper destination engagement
The 2023 and 2024 Dublin activities introduced Beijing to the Irish market, while the later follow-on phase moved that interest closer to real destination understanding through visits and route familiarisation.
Awareness first
The Dublin promotion activities helped create recognition, context and initial industry-facing visibility.
Access second
Later travel-trade visits and route familiarisation gave partners a more direct way to understand the destination beyond a presentation room.
Stronger long-term value
That progression makes the case more useful as an ongoing cooperation path.
Cooperation model
From invitation and event design to lasting visibility
Each stage of the programme created a base for the next one.
Step 2
Live event delivery
Coordinate venue flow, guest handling, hosting, speeches, destination presentation, route and airline information, and a clear on-site structure.
Step 3
Experience beyond the podium
Use exhibition material, interactive elements, conversation time and visual identity to make the destination feel more tangible and memorable.
Step 4
Content archiving
Turn the event into photos, edited video, press-ready copy and website material that can continue to support later partner and trade conversations.
Step 5
Longer-term cooperation entry
Use the event as a base for later destination promotion, FAM trips, delegation visits, partner outreach and broader cultural tourism exchange work.
What audiences saw
Presentation, exhibition, interaction and follow-up material
Material from the two years shows a format built around exhibition-style display, guest engagement, structured presentation, venue identity and later video summary.
- Clear event structure with destination presentation and invited audiences.
- On-site exhibition and interaction that supported the main message.
- Video, photography and public wording that could continue to be used afterwards.
Video and records
Video record and follow-up visibility
The 2024 video offers a clear view of the event setting, speakers and audience, while the 2023 material shows that the programme was already taking shape a year earlier.
2024 video
Hello, Beijing in Dublin
The 2024 video gives international partners a clear sense of the venue, speakers, audience and visual framing of the event.
Watch2023 follow-on reference
First-year activity and speaker record
The 2023 record helps show that the 2024 activity was part of a continuing destination-promotion relationship rather than a one-off appearance.
Selected images
Destination identity, event atmosphere and guest interaction
These images show the event atmosphere, invited guests, exhibition setting and partner interaction across the two years.
ICCTA's role
Connector, organiser and follow-up platform
ICCTA's role in this case was to connect destination goals with Irish local networks, support delivery on the ground and carry the work forward into later visibility, visits and follow-up cooperation.
- Connect destination stakeholders with relevant Irish trade, institutional and partner audiences.
- Support local event coordination, guest flow, communication and event structure.
- Help convert one activity into website material, video records, newsletters and future cooperation references.
- Provide a clear format for later destination promotion, FAM trips and delegation work.
Where this can lead
How this model can support future projects
This format can be adapted for future destination promotion, travel-trade outreach and broader cultural tourism cooperation.
Destination promotion
It can support cities, destinations and tourism bodies looking for a clearer promotion format in Ireland and the broader European market.
Trade and media FAM trips
Link destination storytelling with travel-trade familiarisation, media visits and structured partner follow-up.
Delegation and exchange programmes
Extend destination promotion into broader cultural tourism exchange, institutional visits and longer-term partner development.
Cooperation enquiry
Planning destination promotion in Ireland?
If your destination, tourism body or partner institution is planning promotion in Ireland, travel-trade outreach, FAM trips or broader cultural tourism cooperation, ICCTA can help shape a clear local approach.