AbleMaxx Appointed as UK MICE Representative for The Johnstown Estate

Date: 28^th August 2025

AbleMaxx is delighted to announce its appointment as the official UK MICE market representative for the 4-Star Luxurious, The Johnstown Estate, a renowned country estate located in the heart of Ireland’s Ancient East. This strategic partnership brings together AbleMaxx’s deep expertise in MICE representation with The Johnstown Estate’s exceptional facilities and hospitality.

Just 36 minutes from Dublin airport, The Johnstown Estate is ideally positioned for both international and domestic events. Nestled near cultural landmarks such as Newgrange and Trim Castle, the estate offers a unique blend of heritage, accessibility, and luxury.

A Venue Designed for Impact

The Johnstown Estate has recently unveiled The Forde Suites, a state-of-the-art conference and event centre that ranks among the leading venues in Ireland. With a pillarless Grand Ballroom accommodating up to 1,000 delegates, flexible breakout spaces, and a stunning Orangery cocktail bar with garden access, the estate is perfectly suited for multi-day residential conferences, strategy sessions, and gala events.

Additional meeting spaces include eight executive rooms in the original Manor House, ideal for board meetings and intimate gatherings. All rooms feature natural daylight and elegant Georgian design, creating an inspiring environment for collaboration.

Accommodation & Leisure

The Estate offers 128 luxury guest rooms, including Deluxe, Executive Deluxe bedrooms, as well as 32 two-bedroom self-catering lodges, with plans for a further 90 executive air-conditioned rooms in 2027. Delegates can unwind at the award-winning Spa, which features 18 treatment rooms, a thermal suite, and a rooftop experience, or enjoy the 20-metre indoor pool, state-of-the-art gym, and fitness studio.

Culinary Excellence

Dining at Johnstown Estate is led by Executive Head Chef Tommy Butler, a familiar face on Ireland AM, Virgin Media’s flagship morning show. His menus showcase the best of seasonal Irish produce, with options ranging from fine dining at Fire & Salt to relaxed meals at The Coach House Brasserie, and cocktails at the award-winning Parterre, Cocktail bar.

A Perfect Partnership

With nearly 30 years of experience in the UK MICE market, AbleMaxx is renowned for its strategic approach, extensive industry relationships, and results-driven representation.

“Combining AbleMaxx’s market insight and reach with The Johnstown Estate’s world-class facilities and warm Irish hospitality, we aim to raise the estate’s profile in the UK and attract discerning planners seeking a venue that seamlessly blends business with elegance,” says General Manager, Guy Thompson.

UK to Ireland: A Growing MICE Corridor

The UK MICE market continues to show strong interest in Ireland as a destination for corporate events, driven by its proximity, cultural richness, and value for money. As sustainability and immersive experiences become top priorities for planners, Ireland’s blend of green credentials and authentic hospitality makes it a compelling choice. Easily accessible countryside destinations like The Johnstown Estate are gaining traction for offering unique, high-quality experiences without the congestion of major urban centres.

Ireland’s commitment to eco-friendly practices, combined with its advanced infrastructure and scenic appeal, positions it as a top contender for UK-based incentive travel and conferences. The collaboration between AbleMaxx and The Johnstown Estate is perfectly timed to meet this rising demand and deliver memorable, meaningful and successful events.

AbleMaxx: A Global Portfolio of Excellence

AbleMaxx is proud to represent a curated portfolio of world-class venues, destinations, and DMCs across the globe. The Johnstown Estate joins the Niche! by AbleMaxx portfolio of independently owned venues which includes the 5* Don Carlos Marbella and the upcoming Transcend Cruises.

AbleMaxx’s team of seasoned professionals ensures that each client receives tailored support and maximum exposure in the UK market, a trusted partner for venues and destinations seeking to grow their MICE business.

Maxine MacPherson, Founder and Managing Director of AbleMaxx, commented:

“We are thrilled to be representing The Johnstown Estate in the UK MICE market. It’s a venue that truly embodies the spirit of Irish hospitality while offering world-class facilities for planners and delegates. This partnership is a perfect match; The Johnstown Estate’s elegance and leading conference facilities align beautifully with our mission to connect exceptional venues with UK buyers who are looking for value and exceptional service”