Berlin, London, and Ireland’s Push

Berlin Air Show 2026, opening today, is serving as a major business tourism catalyst. With participants arriving from Canada, the United States, Finland, Denmark, Australia, and numerous other countries, the event is placing Berlin at the center of global aviation activity . Major players including Airbus, Lufthansa, Emirates, and Diehl Defence are in attendance, creating significant demand for hotels, transportation, and hospitality services across the city. The event underscores the close relationship between aviation development and tourism growth a connection B2B stakeholders cannot afford to ignore.

Just two days away, Business Travel Show Europe is set to return to London’s ExCeL on June 24-25, with over 3,000 corporate travel professionals expected to attend . This year’s event features over 30 new exhibitors, including Air Canada, Barcelo Hotel Group, and H10 Hotels, with a conference programme spanning nearly 30 sessions .

Meanwhile, Tourism Ireland is actively targeting the German MICE market. The ‘Meet in Ireland’ showcase visited Frankfurt and Cologne, connecting 10 Irish tourism companies with around 25 German meeting and incentive planners in each city . Nadine Lehmann, Tourism Ireland’s Manager for DACH countries, noted that business travel “is high value and often midweek and off season by its nature, thereby aligning with Tourism Ireland’s ambition to grow overseas tourism revenue outside of the peak summer season” .