What happens when you rethink the journey to your event?

A different way to arrive
Five days. London to Dublin to Kerry and back. By ferry, train, coach, small boats, bicycle, horse and cart, and finally by air - a journey shaped as much by how it moved as where it went, with sustainability running through it.

The Ireland overland fam trip programme explored what slower, more intentional travel does to a group of event professionals.

The journey sets the tone
By the time the group reached Holyhead there was already a noticeable shift in energy. Conversations were flowing that would not have happened in an airport departure lounge, where the journey is often just a means to an end rather than something shared. Meet in Wales then arranged a choir to welcome the group at the harbour - an unexpected moment that set the tone for everything that followed.

 

A shared playlist, built from songs submitted before departure, became a fun way to get a sense of the group and an easy way for people to connect.

What stood out for the events industry
This has implications for how events are designed, and how the industry approaches more sustainable ways of bringing people together.

The in-between moments did as much work as the programme, shaping how people connect, engage and ultimately what they take away.

Event professionals often focus heavily on content - the agenda, the speakers, the floor layout, and the networking sessions that bring people together. It was a reminder that environment and pace shape behaviour in ways that no agenda item can. People need time to decompress before they can fully engage. The journey gave people that space.

The role of place
Ireland played its part. Dublin and Kerry offer very different experiences - one a capital city with sustainability embedded into its infrastructure, one a landscape that resets your perspective. Yet both share a strong sense of place that makes a real difference to the experience. The food, the stories and the music felt authentic.

Teeling Distillery demonstrated how storytelling rooted in craft and place can surpass a traditional venue tour. Museum of Literature Ireland on Earth Day reconnected attendees to something larger than the event itself.

The outcome organisers are aiming for
Strangers who met at Euston Station left as people likely to stay in touch. That outcome sits at the heart of what many events aim to achieve.

It prompted a shift in how destination choice is considered - moving beyond capacity and connectivity to what a place actively contributes to the experience. Kerry and Dublin are both recognised among the top 20 global sustainable destinations. It signals how seriously each place approaches the experience it offers.

There is also a level of support behind the scenes - from local expertise to site visits - that helps make it all possible.

Partners behind the programme
The programme was brought together by: Dublin Convention Bureau, Kerry Convention Bureau, Meet in Ireland, Evolve Events.

Collaborators: Railtours Ireland First Class!, Irish Ferries, Meet in Wales, Be In Your Element, from now and GoodiePack.com

Final thought
For those considering how destination and format can work harder for their events, further insights can be shared.