In April 2026, 13 UK event planners took part in Ireland Overland, an industry first FAM trip that set out to prove that sustainable event design isn’t a compromise, but a better experience for delegates and destinations.
Developed in partnership with Dublin Convention Bureau, Kerry Convention Bureau, Meet Ireland and Evolve Events and in collaboration with Rail Tours Ireland, Irish Ferries and Meet In Wales, Ireland Overland was built as a live test, not a showcase.
The group travelled from London to Dublin and on to Kerry by rail and ferry, before returning by air. This meant they experienced both journeys directly, so they could compare what they felt, not just what they measured.
Starting in London, the group travelled by train via the Welsh countryside to Holyhead, with guests experiencing curated playlists, guided medtation and light-touch content, via the sustainably built GoodiePack platform which transformed the journey into the opening act of the programme, rather than a necessary inconvenience.
At Holyhead, a Welsh male voice choir (arranged as a surprise by Meet In Wales) welcomed the group at the port.
During the Irish Sea crossing, an onboard session explored how arrival shapes delegate experience, while the ferry deck, sea air and open horizon allowed for outside space.
In Dublin, ranked 19th in the Global Destination Sustainability Index, delegates explored the city on foot through In Our Shoes Walking Tours, replacing transfers with a more direct connection to the destination.
One delegate said: “It offered a perspective of the city that we wouldn’t have experienced as typical tourists. What they’re doing as a project is both meaningful.”
Storytelling ran throughout the programme. At the Convention Centre Dublin, a contemporary reimagining of Molly Malone showed how traditional culture can be given new life without losing its soul. At Teeling Whiskey Distillery, local production and urban regeneration reflected a city balancing commercial relevance with community support.
A Pull A Pint tour introduced the group to seventh-generation, community-focused pubs, where learning the art of the slow pour became a lesson in slowing down. On Earth Day, a visit to the Museum of Literature Ireland immersed delegates in Wild Earth, an exhibition using poetry and language to reconnect people with the natural world.
Sustainability was reflected in the details too. Instead of branded bags and printed collateral, delegates screen-printed their own tote bags at Jando, a B-Corp-certified print studio in Dublin, reducing waste while supporting traditional craft in the city centre.
Kerry, which is ranked twelfth in the Global Destination Sustainability Index and has been in the top 20 for the last seven years, showed sustainability running deeper.
On the Lakes of Killarney, the group travelled by open boat to Innisfallen Island, where a wellbeing session in the ruins of an ancient monastery encouraged reflection. The journey continued by jaunting car through Killarney National Park, adding to a programme designed to slow the pace and inspire fresh thinking.
A seanchaí (traditional Irish storyteller) shared oral histories, while live music, dancing, and locally sourced dinners at venues including Tigh Mary Donals and The Europe Hotel made the evenings feel as thoughtful as the days.
At Muckross Farm, traditional farming and craft skills brought Ireland’s heritage to life, with delegates churning their own butter at breakfast. One attendee said: “It gave that real feeling of Ireland and tradition. Seeing older women still involved in the business, passing on their knowledge and wisdom, was very, very special.”
The group also took part in a watercolour class at Coolclogher House and received handmade ceramic coffee cups from family-run studio Grounded Pottery, supporting the Killarney Coffee Cups initiative to reduce single-use waste while celebrating local craft.
Together, these moments showed that Ireland’s approach to sustainable events isn’t concentrated in one place or one type of experience. It runs across the island; in its cities, its landscapes, its makers and its stories.
Wellbeing partner Be In Your Element, travelled with the group throughout, introducing breathwork, reflection and movement from the train journey to the lake shores of Killarney.
Anna Peters, creative director at Evolve Events said: “Sustainable events aren’t just about reducing impact. They’re about creating experiences that feel better, for the people attending and for the places that host them. Ireland understands both.”
From Now, who joined and partnered with on the programme, awarded Ireland Overland a Platinum rating for Holistic Sustainability, placing the event in the top 1% of all reports measured by From Now and “demonstrating exceptional commitment, innovation and impact across environmental and social outcomes.”.
Measurement was also supported by Fáilte Ireland’s new Business Events Carbon Calculator, the independent assessment generated by its partner EarthCheck, providing a robust baseline for future measurement.
Ireland Overland asked a question that the events industry rarely puts to a FAM trip: what if the measure of success wasn’t how many venues were visited or how many bed nights were showcased, but how profoundly a destination changed the way planners think?
For too long, FAM trips have been defined by logistics – site inspections, capacities, catering packages. Ireland Overland was built on a different premise: that the most powerful thing a destination can do is bring itself alive. To let planners feel it, not just assess it.
The result was a group of event professionals who returned not with a checklist, but with a conviction that Ireland is not just a destination to be considered, but a blueprint to be followed.
Alba Scanu, Hamilton Boyd said: “The Ireland Overland FAM trip across Dublin and Kerry went far beyond showcasing the destination. It offered a different way of travelling, designed to create real connection while bringing to life what sustainable tourism, events and hospitality can look like in practice. It’s clear how far ahead Ireland is in this space, and what a strong example it sets for the industry.”