Ireland’s largest and most influential travel event, the Holiday World Show Dublin 2026, took place from 23 to 25 January at the RDS Simmonscourt. As a premier annual platform for the Irish outbound travel market, this year’s exhibition brought together over 550 exhibitors and thousands of destinations, attracting an estimated 50,000 visitors.

The China National Tourist Office (CNTO) London, in partnership with Hainan Airlines and local Irish travel agency I Tour China, participated in the event to showcase the “Nihao! China” national tourism brand. The exhibition focused on promoting China’s inbound tourism facilitation policies and its diverse, captivating winter ice and snow tourism resources.

Returning to Ireland After Five Years: “Bringing Back Spring” with Chinese New Year Elements

This marks the first time the CNTO London has returned to the Holiday World Show Dublin since January 2020.

Ms Maria Hourican, CEO of Business Exhibitions (the event organiser), visited the China pavilion and expressed her delight at its return. She noted that the iconic “Chinese Red” and Chinese New Year elements have traditionally been the visual highlight of the show, signaling the start of the new year. She remarked that during the years of China’s absence, the exhibition felt as though it were missing the “colours of spring,” and that the pavilion’s return has restored a long-awaited and vibrant cultural atmosphere to the event.

Increased Interest from Professionals and the Diplomatic Community

The first morning of the exhibition was dedicated to travel industry professionals and the media. Ms Chen Shujie, First Secretary of Culture and Tourism Affairs at the Chinese Embassy in Ireland, and Second Secretary Ms Hu Yaodan, visited the China pavilion to engage with the Irish travel trade.

Ms Chen observed that the professional standard and lively atmosphere of this year’s show have significantly improved, adding that the return of the China pavilion has enriched the Irish market’s perception of Asian destinations and injected new momentum into China-Ireland tourism exchanges.

Industry Feedback Indicates Market Recovery

Several major Irish travel operators shared positive observations regarding the Chinese market during the exhibition:

Ms Francesca Rizzarelle, Product Manager at Travel Department, noted that the company’s latest brochure features the Great Wall of China on its cover. The company is highlighting its “Ancient China” tour and the Beijing–Xi’an–Shanghai route, with bookings for these products increasing by approximately 50% compared to the same period last year.

Club Travel Group (including Atlas Travel Services) provided data showing that Irish tourism to China has remained stable at a high level over the past three years: 2,275 visitors in 2023, increasing to 2,507 in 2024 (a year-on-year growth of 10.2%), and 2,333 in 2025. Popular destinations include Shanghai, Beijing, Guangzhou, Shenzhen, Fuzhou, and Hangzhou.

Their product team reported that China remains a key choice for long-haul travel in the Irish market due to its profound cultural heritage and diverse landscapes, noting that the Dublin–Beijing direct flight has significantly boosted enquiries and booking conversions for cultural tours, group travel, and honeymoon products.

Ms Ann-Marie Durkin of Intele Travel mentioned that many Irish tourists were previously unaware of the 30-day visa-free policy for Irish citizens and the direct Dublin–Beijing flights.

Following consultations at the show, visitors realised that planning a trip to China has been greatly simplified. Using Beijing as a hub, travellers can easily reach Shanghai and Xi’an via high-speed rail, or extend their journey to winter destinations like Shenyang and Harbin.

She also noted that as the visa-free policy is currently set until the end of this year, the industry hopes for its continuation to further stabilize market confidence and long-term product planning.

Media Coverage Drives Public Engagement

During the event, Ms Wendy Wu, founder of the globally renowned Wendy Wu Tours, appeared on the Irish national broadcaster RTÉ to discuss destinations such as Beijing, Shanghai, Xi’an, Zhangjiajie, and Chongqing.

Later that afternoon, she delivered a lecture titled “Let’s Talk Travel – Asia 2026,” highlighting the surge in interest among Irish tourists following the visa-free policy. Many visitors at the China pavilion stated they had come specifically to seek information after hearing her radio interview and attending the lecture.

Public Enquiries Focus on Practicalities

Over the three-day event, public enquiries were highly concentrated on:

• Dublin–Beijing direct flight schedules and the onboard experience.
• Countries eligible for China’s visa-free policy and the permitted length of stay.
• The convenience of travelling by high-speed rail.
• Mobile payments, mobile communications, and English-language navigation apps.
• The distribution of winter tourism products across Chinese cities.
• The feasibility of travelling during the Spring Festival and the best seasons to visit.

These enquiries indicate a shift in the Irish public’s perspective from “is it possible” to “how can I travel more conveniently,” signaling a recovery in market confidence.

Deepening Presence to Promote People-to-People Connectivity

The CNTO London will continue to cultivate its regional markets and promote the “Nihao! China” brand internationally. The office plans to maintain an active presence at influential exhibitions within its remit, including the Holiday World Show Dublin, Matka Nordic Travel Fair in Helsinki, and the Norwegian International Travel Fair. These efforts aim to showcase China’s diverse natural scenery, profound history, and its safe, convenient, and friendly travel environment.

Through professional and targeted marketing alongside multi-level cultural exchanges, the office seeks to continuously enhance China’s appeal as a destination in Europe. By using tourism as a bond, the CNTO London aims to deepen civil exchanges between China and Europe, fostering mutual understanding and providing lasting momentum for a more vibrant China-Europe cultural community.