CTA event in Northern Ireland highlights importance of coach tourism

The CTA Annual Workshop 2026, sponsored by Tourism Ireland, took took place between 6th and 10th February and was the first edition of the organisation’s new-look annual event featuring a full day of pre-arranged, one-to-one business development meetings.

The Buyer Workshop hosted meetings between CTA buyer members, including coach tour operators and suppliers, and CTA supplier members, such as hotels, shows and attractions, destinations, ferry and cruise operators, and service providers.

Jason Edwards from Edwards Travel and vice chair of the CTA, said: “The record number of meetings at the Buyer Workshop highlighted the ongoing confidence in the market and the quality of experience that coach tourism provides.

“It was very positive to see many new members coming to CTA’s flagship annual event for the first time, and many new business agreements have been made as a result of the face-to-face meetings.”

Interesting fam visits to explore the area’s attractions

The event also included a packed fam trip programme across Northern Ireland and County Donegal in Ireland.

Members visited the Causeway Coastal Route and Mid Ulster as well as going on a walking tour of The Derry Walls and visited the Museum of Free Derry, and The Story of Derry exhibition featuring the Derry Girls Experience. Other fam trips included a trip to the Wild Ireland animal sanctuary in Donegal, plus the Muff Distillery, and lunch at O’Loughlin’s Irish House in Derry.

The event’s primary networking dinner in the grand surroundings of the city’s Guildhall included an address by Ruairí McHugh, the Mayor of Derry City & Strabane who highlighted the importance of coach tourism spend to the local economy.

Following the Buyer Workshop on the Monday, CTA members concluded the event with a networking dinner at The Walled City Brewery.

“The record number of meetings at the Buyer Workshop highlighted the ongoing confidence in the market and the quality of experience that coach tourism provides.”

Jason Edwards, Edwards Travel and vice chair of the CTA

Highlighting importance of coach tourism to Ireland

Caroline Mulligan from Tourism Ireland said: “The CTA Annual Workshop was very successful in presenting Northern Ireland, Donegal, and the surrounding areas to the UK’s leading coach tour operators.

“Many coach operators have been visiting this area for many years and it was also great to meet operators who hadn’t previously experienced Derry~Londonderry - they were really impressed with the attractions, accommodation, and historic and cultural highlights on offer.

“Coach tourism is very important to the island of Ireland, however the GB market continues to be of critical importance, being our largest source market by volume, where in 2024 we welcomed four million visitors generating €1.8 billion in revenue for the island or Ireland.”

Caroline added: “Group travel within that mix is vitally important where many visitors travelling stay longer, travel regionally away from the honey pots, and stay during shoulder seasons.”

J&K Coaches sponsored travel across the event, providing transfers and journeys to the fam trips, while Irish Ferries sponsored crossings to and from Ireland with a Bensons Travel coach.

Marie McCarthy from Irish Ferries said: “Coach operators are a very important market for us. We were very happy to welcome many CTA-member operators onboard to experience the quality of service we can provide to coach groups heading to the island of Ireland and to Europe via the Dover to Calais route.”