Following a B2B marketplace and a hugely successful showcase of Mayo Tourism, the event brought together tour operators, activity providers, marketing experts and policy makers to share insights, build partnerships and explore the evolving needs of the industry.

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Following the opening by Brendan Kenny, CEO of IAAT, and Cllr Sean Carey, Mayor of Mayo County Council, Colin Wolfe, outgoing Chair of IAAT, described adventure tourism as “the third leg of the tourism sector, alongside accommodation and transport, and a vital catalyst for regional development, growth and sustainability.”

Eoghan O’Mara Walsh, CEO of the Irish Tourism Industry Confederation, was positive about the performance of the sector in 2025 despite a flat, or slightly down, year for the sector. A growing concern is the pressure on margins due to rising costs, with renewed focus on extending the reduced VAT rate to include activity providers. While it’s still early, indicators for boat and air access in 2026 are looking positive and, with the US market remaining critically important, prospects for next year are cautiously optimistic.

The first panel discussion, Notes from the Sector, saw moderator Pól Ó Conghaile explore tips, insights and concerns with business owners Yuka Goodbody from Big Style, Muirtí Ó Cearnaigh from SummerSup.ie and Cindy Doyle from adventure.ie. The conversation focused on the value of data, listening to customers and the continued importance of social media in reaching them.

The leadership panel featured Alice Mansergh from Tourism Ireland, Joanne Grehan of Mayo County Council, Paul Keeley from Fáilte Ireland, Eimear Callaghan of Tourism NI and IAAT Chair Colin Wolfe. The panel agreed that tourists are increasingly seeking activities and meaningful experiences, highlighting the importance of regional development. Eimear Callaghan noted that the outdoor and activity sector is crucial, adding that visitors are drawn to Ireland’s landscape and coastline, and that activities help create a deeper connection to the place and a more rounded experience. Paul Keeley spoke about the importance of destination development and strong public-private partnerships, emphasising the need for communities and businesses to work together to grow their area shaped by Destination and Experience Development Plans.

Alan Dillon, Minister of State at the Department of Enterprise, Tourism and Employment, expressed his delight that the conference was held in Mayo. He highlighted the government’s decision to align the tourism portfolio with Enterprise as a clear sign of its commitment to the sector, particularly sustainable and adventure tourism, and its importance to the local, regional and national economy. The Minister announced that the National Tourism Strategy will be launched next Monday and will focus on a plan up to 2030.

Delegates had a choice of breakout sessions tailored to practical business needs and future trends, including insurance renewal, benefits of accessible activity tourism and Ciaran Connolly from Profiletree shared some artificial intelligence tools that can help providers increase productivity and attract new audiences.

The packed agenda also featured Maura Kiely, CEO of Leave No Trace Ireland, and Donal Healy from Ireland West Airport, along with an inspiring talk from Geraldine Lavelle on the importance of accessible and inclusive tourism.

The conference closed on a lighter note with popular content creator Garron Noone, who shared his love of Mayo, milky tea with madeira cake, and hinted he might be tempted to try some of the local adventure experiences next year, but not skydiving!

First published on Business Plus