Good Food Ireland® has officially launched GoodFoodIrelandExperiences.com into the German market at ITB Berlin, in partnership with Tourism Ireland. The launch forms part of the Good Food Ireland® 20th anniversary celebrations in 2026 and marks a significant milestone in the organisation’s continued international expansion.

Recognised globally as the trusted mark for authentic Irish food and drink, Good Food Ireland® has created Ireland’s first dedicated destination booking website focused exclusively on curated, provenance-led culinary experiences across the island. GoodFoodIrelandExperiences.com provides international visitors with a seamless and trusted platform to discover and book immersive food and drink experiences rooted in Ireland’s farming traditions, craftsmanship, hospitality and storytelling.

At ITB Berlin, Alison Johnston, Sales & Marketing Director of Good Food Ireland®, together with Chef Maurice Keller, a Good Food Ireland® Ambassador brought the spirit of Irish food culture to life by showcasing Irish farmhouse cheese. Guests experienced the distinctive taste and flavour shaped by Ireland’s rich soil, temperate climate and traditional cheesemaking expertise. The presentation highlighted the depth of Ireland’s artisan food heritage and invited German travel partners and media to discover these experiences first-hand by visiting cheesemakers on their farms through Good Food Ireland® experiences.

The German launch reflects growing demand from discerning travellers seeking authentic, experience-led tourism that connects food, culture and place. GoodFoodIrelandExperiences.com brings together carefully selected producers, chefs, distillers, farmers and hospitality providers under one trusted Irish brand, simplifying the booking process while maintaining rigorous standards of quality, sustainability and provenance.

“For over 20 years, we have worked closely with international tour operators and travel partners, welcoming visitors who want to experience Ireland through its food and drink,” said Margaret Jeffares, Founder and CEO of Good Food Ireland®. “GoodFoodIrelandExperiences.com now provides a trusted digital home where these authentic encounters can be discovered and booked directly, offering visitors confidence, credibility and a genuine connection to Ireland’s culinary heritage.”

The website features a diverse portfolio of bookable experiences across the island of Ireland, from coastal distillery tastings and oyster farm tours to artisan cheese experiences, farm visits, cider orchard tours and elegant afternoon teas in some of Ireland’s most distinguished historic settings. Each experience reflects the core pillars that have defined Good Food Ireland® for two decades: quality, provenance, sustainability and authentic storytelling.

Developed over a two-year period, GoodFoodIrelandExperiences.com has been built for growth, with capacity to welcome additional producers and experience providers as demand increases. It remains the only Irish, island-wide booking platform dedicated exclusively to food and drink experiences, positioning Ireland as a leading destination for culinary tourism.

As Good Food Ireland® celebrates its 20th anniversary in 2026, the launch of GoodFoodIrelandExperiences.com in Germany, in partnership with Tourism Ireland at ITB Berlin, strengthens the next phase of its mission: connecting global visitors with Ireland’s most authentic food and drink experiences through a trusted, bookable and internationally recognised platform.

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Image Captions

Header Image: Alison Johnston, Sales & Marketing Director, Good Food Ireland, Nadine Lehmann, Manager Tourism Ireland DACH & Maurice Keller Good Food Ireland Ambassador

Centre images

(1) Maeve Collins Irish Ambassador to Germany and Alison Johnston, Sales & Marketing Director, Good Food Ireland

(3) Maurice Keller Good Food Ireland Ambassador, Nadine Lehmann, Manager Tourism Ireland DACH and Alison Johnston, Sales & Marketing Director, Good Food Ireland