Ovation Global DMC had the pleasure of sitting down with Jessica Collins Lynch, the newly appointed Director of Ovation Ireland DMC. Having joined the Ovation family in 2022, Jessica brings over a decade of high-level experience in the Irish and international MICE industry. We spoke to her about her new role, her vision for Ireland, and what lies ahead for one of Ovation’s most iconic destinations.

Hi Jessica, welcome to the O Interview and congratulations on your appointment as Director of Ovation Ireland DMC! How does it feel to officially step into this role? 

This is a role I have long aspired to, one that has been a prominent goal since the very beginning of my career in this industry. Stepping into it now feels both incredibly rewarding and, at times, daunting. It places me firmly outside of my comfort zone, but that, in itself, is exactly what makes it meaningful. 

If this opportunity didn’t challenge me or stretch my thinking, it wouldn’t be the right fit. Growth requires courage, and I firmly believe that to truly progress, you have to be willing to step beyond the familiar to step up. 

You joined the Ovation family in 2022. How has that experience shaped the way you’re approaching this new chapter? 

Ovation has allowed me to truly take ownership of my ambitions, to step forward, take the reins, and hold myself accountable for what I want to achieve. The level of support and access to ongoing learning has been exceptional, providing valuable insight into an industry that genuinely fascinates me. 

I’m driven to succeed in this business, and Ovation plays a pivotal role in shaping that journey, not just for me, but for my team as well. The Irish market is highly competitive, and one of the greatest lessons my Ovation family has instilled in me is the importance of humility and patience. We don’t dwell on setbacks; instead, we learn from them, celebrate our wins, and carry that momentum forward with purpose. 

It’s often said you spend more time with your colleagues than your actual family, and in many ways, my Ovation family reflects that. The passion I have for what we do, and for the people I do it with, is something I value deeply. 

That said, I should clarify; my husband still holds a very secure top spot… and I believe that’s a non- negotiable! 

Ireland holds a unique place in Ovation’s story. It’s where the brand was born. What does that legacy mean to you personally, and how does it influence your leadership? 

The word legacy gives me goosebumps. To me, it represents the ultimate achievement, being part of something that not only sets a benchmark within our industry but endures, shaping what comes next. 

Yet sustaining something of that calibre is never easy. It demands constant care, an unwavering commitment to excellence, and the courage to continuously evolve it. What exists today has been built on strong, enduring foundations, but the world doesn’t stand still. It shifts quickly, and the most progressive organisations are always anticipating what’s ahead. 

This moment of change presents us with a rare opportunity: not only to honour what has come before but to expand it, redefine it, and carve out something distinctly our own. It invites us to explore new thinking, to challenge conventions, and to lead in ways that feel fresh, not just for our industry, but for our people. 

With that comes responsibility. There is, of course, a level of pressure in shaping what comes next, and pressure has a way of revealing two very different paths. One is to hold tightly to what we know, refining and reinforcing past approaches. The other is to embrace possibility, to remain open to new ideas, untapped opportunities, and bold, differentiated ways of doing business. 

I’m fortunate to be surrounded by a team that is passionate, driven, and deeply invested in our success. They want to see our brand lead, stand apart, and thrive. With a team like that, my ambition is clear: to create something exceptional for them to be part of and to build something they are proud to shape and carry forward. 

This marks a defining chapter for Ovation Ireland. A new era; energised, ambitious, and, right now, led by an extraordinary all-female team. 

Let’s embrace growth, drive evolution, and champion the power behind it. Bring on what’s next! 

What are the key trends you’re seeing in the Irish MICE market right now, and where do you see the biggest opportunities for your clients? 

The Irish MICE market continues to evolve at pace, and we’re seeing a number of very clear shifts in both client expectations and programme design. 

Firstly, there’s a strong move towards experience-led incentives. Clients are no longer looking for traditional itineraries. They want programmes that feel authentic, immersive, and genuinely memorable. Ireland lends itself beautifully to this, with its culture, landscapes, and access to unique venues allowing us to design experiences that feel both exclusive and deeply rooted in place. 

There also appears to be a shift towards purpose-driven travel. Incentive programmes are increasingly aligned with broader business objectives, whether that’s strengthening company culture, driving engagement, or delivering measurable ROI and ROE. This changes the way we design programmes. It’s no longer just about rewarding performance, but about creating impact and lasting value. Gen Z is a core example of how this has evolved. We need to react to this change.  

Another major trend is the continued emphasis on sustainability and responsible travel. Clients expect transparency around environmental impact and are actively seeking partners who can integrate sustainable practices into programme delivery, from venue selection to local sourcing and community engagement. This is not a “nice to have” anymore; it’s becoming a key decision-making factor.  

From an Irish market perspective, we’re also seeing opportunity in “a break from the norm”. While Dublin remains a key gateway, there’s an increasing appetite for regional experiences, whether it’s along the Wild Atlantic Way, Ireland’s Ancient East or in more off-the-beaten-path locations. This aligns with a global trend towards more distinctive, less saturated destinations and allows us to showcase a broader, more compelling version of Ireland, both North & South.  

Biggest opportunities:  

For me, the real opportunity lies in how we bring all of this together in a way that feels uniquely Irish, but globally relevant: 

• Designing high-impact, curated experiences that go beyond the expected and tap into Ireland’s storytelling, heritage, and creativity 

• Leveraging Ireland’s strength in premium, smaller-scale experiences, particularly for executive-level and high-performing teams.  

• Driving year-round demand, using incentives to unlock off-peak periods and deliver better value and availability 

• Targeting high-value sectors like tech, pharma, and finance, where Ireland already has strong global connections 

Internally, we are very conscious of the competitive global landscape we operate within. While strong opportunities exist, we’re ultimately competing on an international stage for this business, as well as against the top DMCs in Ireland. We are seeing some programmes being awarded to destinations such as Iceland, Mexico & as far afield as Singapore, serving as a clear reminder of how critical it is for us to remain differentiated and to continually evolve our offering. 

Ireland consistently ranks as one of the most compelling destinations for incentive and corporate events. In your view, what makes it so enduringly special for international clients? 

I think what makes Ireland so enduringly special is that it offers something quite difficult to replicate elsewhere. It has a real sense of place, and clients feel that from the moment they arrive. 

Yes, we have the obvious strengths, world-class venues, strong infrastructure, and easy accessibility, but truthfully, that’s not what people remember most. What stays with them is the experience of Ireland itself. Our own office ethos is:   

“You may not remember my name. You may not remember where we met. But you will always remember how we made you feel”.  

There’s a genuine warmth here. This is how people feel when they’re on the ground. The Irish have a genuine interest in people, from all walks of life & all parts of the globe. We feed off the energy, and it develops into a connection that we keep alive.  This remains with visitors, long after they leave. They will want to come back. 

Another defining strength is the level of immersion and authenticity within the experiences themselves. Whether it’s local storytelling, traditional music sessions, or distinctive outdoor activities along the Wild Atlantic Way, nothing feels staged or overly curated. It feels genuine, and that authenticity is exactly what today’s incentive traveller values most. We want you to get a sense of who we are, not showcase the perception of who you think we are.  

But if I had to sum it up simply, Ireland delivers business with a bit of soul & large amounts of passion every time. 

What can clients expect from Ovation Ireland DMC under your leadership? What’s evolving, and what stays the same? 

Clients can expect continuity in what Ovation Ireland has always been known for: exceptional delivery, strong attention to detail, and a genuine commitment to creating memorable, high-impact experiences. That foundation doesn’t change. It’s something we’re incredibly proud of, and it remains at the heart of everything we do. 

What is evolving is how we bring that to life. We’re placing a stronger emphasis on creativity, on storytelling, and on designing programmes that feel more tailored, more intentional, and ultimately more impactful for our clients. There’s a real focus on elevating the experience, moving beyond the expected and leaning into what makes Ireland and Ovation truly distinctive. 

We’re also becoming more strategic in our approach, working closely with clients to understand not just what they want to deliver, but why. Whether it’s employee engagement, cultural alignment, or recognising performance, we’re ensuring each programme is aligned with clear objectives and delivers measurable value. 

Internally, there’s real energy within the team. We’re building a culture that encourages fresh thinking, collaboration, and confidence in trying new ideas—while still maintaining the consistency and reliability our clients expect from us. 

So, in many ways, it’s about evolution rather than reinvention. The same passion, the same standards, but with a renewed focus on innovation, differentiation, and creating experiences that truly resonate.  

With IMEX just around the corner, what is your message to the industry and to clients considering Ireland for their upcoming programmes? 

Ireland has never been more relevant for the incentive market than it is right now. 

We’re seeing a real shift in what clients are looking for: more meaningful, experience-led programmes that genuinely connect with their people. Ireland delivers that naturally. It’s a destination where business objectives and authentic human experiences come together seamlessly. 

What I would say to clients is this: if you’re looking for something that feels different, something with depth, personality, and a genuine sense of connection, Ireland offers that in a way very few destinations can. It’s not just about where you go, it’s about how it makes people feel when they’re there.  

At Ovation Ireland, we’re really focused on elevating that even further. We’re bringing fresh thinking, new experiences, and a strong sense of creativity to the table, while still delivering the level of quality and consistency our clients expect & deserve. 

IMEX is always a fantastic opportunity to reconnect, have meaningful conversations, and explore what’s next. So, my message is simple:  

Come and talk to us, challenge us, and let us show you how Ireland can deliver something truly impactful for your next programme. 

We’re ready for it.  

A little more about you… 

What is your favourite hidden gem in Ireland? A place you love to take clients that always surprises them? 

I’m always a little reluctant to share too much here. I’d much rather let the experience speak for itself. Ireland has a way of revealing its magic when you least expect it, and that’s part of the charm. 

We’re incredibly lucky on this island; we’re surrounded by breathtaking scenery, and it’s something I take a huge amount of pride in. But when it comes to the real hidden gems… we have plenty, and we tend to guard them quite carefully. They’re the kind of places you don’t just stumble across, you earn them. 

Carrick-a-Rede Rope Bridge in the north is one that always stays with me. It’s absolutely spectacular, raw, dramatic, and full of stories. There’s a sense of calm there, even with the Atlantic crashing around you. It’s not for the faint-hearted, and it takes a bit of effort to get there, but that’s exactly what makes it so special. 

And then there’s the Cliffs of Moher. Not exactly hidden, of course, but there are ways of experiencing them that very few people know about. If you step away from the usual path, away from the visitor centre, you can find a completely different perspective. There’s a quiet route I’ve found over the years, off the main road, where you can walk a few kilometres and end up with nothing but the cliffs, the sea air, and silence.  

It’s a place where you can sit for hours, switch off, and just take it all in. For me, that’s where the real magic of Ireland lies, in those moments that feel untouched, a little secret, and entirely your own. 

Is there a mentor or someone who deeply influenced your career? 

There are several individuals within the industry whom I respect greatly and who have had a meaningful impact on my career. However, when it comes to true mentors, there are two individuals I look up to most, both of whom I admire and regard as leaders in their field. They have played a significant role in shaping my career and in defining the goals I continue to work towards. 

Aideen Morrin, Owner and Managing Director of Stories DMC, and former Director of Sales at Event Partners DMC, was instrumental at the very beginning of my journey in this industry over ten years ago. She helped shape my early career, offering invaluable guidance and support, particularly through the challenges of the COVID period. She remains a highly respected and formidable presence within the industry, and someone I continue to aspire to emulate.  

Rutger Hoorn, Vice President of Global Sales and Strategic Partnerships at Ovation Global, has also been a hugely influential figure in my professional development. He has been a consistent source of support, a trusted sounding board, and someone I regularly seek guidance from. What stands out is his ability to navigate the demands of the role with composure, while demonstrating an exceptional work ethic and genuine passion for his profession. He has a natural ability to lead by example, creating space for others to grow, while encouraging those around him to continuously strive for more. 

What is the best piece of advice you’d give to someone starting in the events industry today? 

Be humble, always stay open to learning, and follow a leader who stands behind their team, not in front of it. The best leaders I’ve seen don’t push from the front; they guide from the back and lift everyone with them. 

Don’t forget to breathe…. 😊  

Thanks so much, Jessica, for sharing your insights and vision with us. We wish you every success in this exciting new chapter, and we know Ireland’s best is yet to come!