Tour operators from all over the world congregated in Monaghan recently for their annual meet up and, in keeping with the entrepreneurial spirit of the county, the local authority seized the opportunity to showcase the best the Farney county has to offer to the overseas tourism market. Veronica Corr was there with her tourist’s hat on...

Two busloads of international travel providers, carrying 80 people, visited the Monaghan Peace Campus, to hear first hand all that is great about the county from the people who create tourism experiences and crafts.

There were 18 stands dotted around the large multipurpose hall upstairs and each of the businesses had a chance to pitch their unique selling points before the expo began.

Andy’s Bar and Restaurant, famed for its award-winning cocktails, offered refreshments to those who weren’t driving – and a softer option for others.

With numerous examples of craftsmanship and social entrepreneurship on display, it presented a unique opportunity to impress international operators who may recommend Monaghan to their clients.

Whether visiting from abroad or on a day trip, there are plenty of options.

Take a tour of Brehon Brewhouse and sample their craft beers or take a spin around the racetrack in the car of your dreams at Rally School Ireland – though perhaps not in that order on the same day!

Concra Wood Golf Course features 18 holes and scenic views, the perfect way to spend a leisurely afternoon. How about a nice leisurely walk either through Monaghan Town or Carrickmacross? Both the largest towns in the county provide free walking tours every Saturday morning.

The Carrickmacross Workhouse tour is deeply emotive and thoroughly worthwhile. Busy Bee Ceramics offer group sessions for those who want to create a memento of their visit.

Meanwhile, Grace Brennan creates handcrafted pieces of glassware at Kings Forge. And Louise Loughman handpaints silk scarves and visitors can have a go too! You can learn how scarves are made compliments of Handwoven by Liz Christy and buy one from her vast collection to remind you of your trip.

The Patrick Kavanagh Centre in Inniskeen is a beautiful venue for tours and events, there is also an opportunity to visit Kavanagh Country - places that featured in the late great poet’s writing, which has stood the test of time.

Since the showcase itself was taking place in a landmark tourist destination, the group were split in two and given tours of Monaghan County Museum before arriving at the showcase. Not only did they take the scenic route, but they travelled through time to get there!

Country music is popular, so why not take a class with Jivin’ Country? Foodies will want to check out Subh Fráco Ban for their jams and why not discover how chocolate is made with Glaslough Chocolate and sample their wares!

The county is famous for its lace making, Carrickmacross and Clones – both of which have visitor experiences. The Maddens of the majestic Hilton Park were also at the showcase promoting their events space. Members of the Inbound Tour Operators Association (ITOA) also got a taste of estate life during their stay at Castle Leslie.

Dympna Condra, Tourism Officer with Monaghan County Council told the Celt: “We are what Fáilte Ireland calls an aspiring destination, but we’re working hard, investing in tourism and working with the trade to develop their experiences. Monaghan may not have been on their radar before, but we think it should be for several reasons. There’s something for everybody in the audience.”

Although the county is landlocked, the rolling drumlin landscape is an attractive feature. Another reason for people to come: “Monaghan has the whole lived experience of the Border. People are interested in it. This is our story and this is the place for us to tell it,” Ms Condra added.

The vendors were all given training in advance on the showcase on how to pitch; and they also had products or experiences ready to sell.

Matt Mohan, chair of Monaghan Tourism and Recreation Forum, said: “Monaghan County Council has shown real forward thinking by commissioning this four-year strategy to help put Monaghan firmly on the map.”

As a Monaghan man, passionate about his home county, long involved in football, even sponsoring the team, the FKM Group CEO said it was a pleasure to take on the role at the helm.

Mr Mohan praised the showcase initiative. “It gives them [operators] the chance to experience what we have to offer, and to encourage visitors to stop in Monaghan rather than simply passing through to the Wild Atlantic Way.”

Robert Burns, Chief Executive of Monaghan County Council, said that he was delighted to address the ITAO conference in Castle Leslie, and was thrilled the influential organisation, who organise tours for all of Ireland, chose Monaghan to host the prestigious event.

“There’s no reason why Monaghan can’t attract more tourists. We’re keen to attract a greater number but also a different cohort of tourists. Perhaps people who are looking for something that’s a little bit more offbeat, quirky, the path less travelled. People who are saying, ‘I’d like to come back to Ireland and see somewhere else.’ We want to sow the seed in operators’ minds - Monaghan is that place, to come for days or weeks.”

Monaghan’s attractions were too numerous to mention, but he signposted a few amenities and remarked on the stunning beauty of the county, mentioning investment in greenways. He was particularly excited about the Ulster Canal project, which once complete will enable people to travel all the way to Limerick by barge.

Mr Burns concluded: “What can a local authority do around tourism? I think we can be a great facilitator and partner, making sure other people are maximising their potential and investing in things that are in our space.”

Alva Pearson Downey, CEO, of the ITOA, with offices in Tipperary, told the Celt that the ITOA provides advocacy to 33 independent commercial companies who deliver inbound visitors to Ireland.

“Every year we conduct an independent survey of the members in terms of the business that they bring into the island of Ireland,” said Ms Downey.

While 2025 results are preliminary, she revealed: “In 2024, we delivered 699,000 promotable visitors into the island of Ireland. It looks like our figures for 2025 will be 712,000 visitors through our 33 independent commercial companies.”

That translated to around $640.2 million of economic revenue into the island last year or just over 10% of the national tourism receipt.

“The regions of Ireland are very important to us,” Ms Downey assured.

Speaking directly at the showcase, the CEO said that Monaghan opened its arms to them: “The welcome has been phenomenal. In terms of getting today together, the collaboration was huge.

Suppliers want to come together to lift and promote the region. They’re very forward thinking and collaborative.”

Not a second of the ITOA’s trip to Monaghan was wasted as the executive board met with agency stakeholders like Tourism Ireland, Tourism Northern Ireland, Fáilte Ireland and the Irish Tourism Industry Confederation.

The AGM and council meeting took place at 9am on Saturday, January 24, and the showcase started at 2:30pm, ahead of a dinner with all the local providers.

So, will the ITOA be bringing lots of business to Monaghan? “That’s what we want. That’s the whole reason we’re here, to let them see the projects first hand, meet suppliers, build engagement and bring business.

We really hope that this will bring additional revenue and inbound visitors from the overseas markets.”