Drumoland 2010, the first annual tourism policy workshop, brings together senior decision makers in the public and private sectors, and academics with the clear objective of stimulating the economic contribution of tourism to the Irish economy. The initiative is led by the National Centre for Tourism Policy Studies, University of Limerick.

John  Lennon has undertaken over 500 tourism and travel projects in 35 nations, and is a specialist policy advisor to VisitScotland, a non-executive director of Historic Scotland and a board member of the Canadian Tourism Commission European Marketing Group. He is also the author of five books and over 100 articles.