Ballyshannon business showcases itself at one of the world’s largest trade fairs

A Ballyshannon-based business has showcased itself at one of the world’s largest travel trade fairs.

Ireland was on show at ITB in Berlin, where tourism SMEs joined Tourism Ireland, which hosted 21 tourism companies from Ireland on its stand – including White's Tours & Hotels, based in Ballyshannon.

White's Tours & Hotels is a wholesale tour operator and hotel group that has provided inbound group travel and accommodation services since 1979.

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Headquartered at Abbeylands, Ballyshannon, the company manages approximately 260,000 bed nights annually across its own properties and more than 200 associated hotels,

The three-day event in Germany provides a valuable opportunity for the tourism companies from Ireland to meet, network, negotiate and conduct business with the international tour operators and travel agents in attendance. Hundreds of commercial meetings will be conducted on the Ireland stand, which will, in turn, deliver overseas tourism business for Ireland worth millions in 2026 and beyond.

ITB (Internationale Tourismus-Börse) is an important B2B event, which attracted around 100,000 visitors last year – including leading tour operators, travel agents, airlines, travel media and content creators, not just from Germany but from all over the world.

Germany is the third-largest market for tourism to Ireland and the largest market from Mainland Europe. The island of Ireland welcomed more than 480,000 German tourists in 2024, who spent over €464 million, according to the Central Statistics Office and NISRA, the Northern Ireland Statistics and Research Agency.