Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Insights and Opportunities
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- Gourmet takeaway
- Irish cuisine
- Celebrity cooking school
- Take on the wine tour
Market in Brief
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- Food tourism market worth €2.2 billion
- Food tourism faces strong competition from home and abroad
- Local independent restaurants are the top choice
- Standards rise with income
- Demographic patterns suit food tourism
- Economic conditions show mixed signals
- Internet is the key channel to market
Fast Forward Trends
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- Trend 1: The Next Media Revolution?
- What's it about?
- What we've seen
- What next?
- Trend 2: That’s (Home) Entertainment
- What's it about?
- What we've seen
- What next?
Internal Market Environment
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- Key points
- Measuring diner satisfaction
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- Figure 1: Satisfaction rating with selected food service establishments in RoI, 2007
- B&Bs challenge hotels
- Quality restaurants are worth the extra spend
- Pub grub finds favour
- Entertaining at home shows potential for cookery schools
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- Figure 2: Agreement with selected statements, 2003-08
- Festivals a big hit
- It’s not just the Irish with a fascination for drink
- We can’t help the weather, but what about the price?
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- Figure 3: Most cited disadvantages of holidaying in RoI, 2003-07
- Céad Míle Fáilte! (One Hundred Thousand Welcomes!)
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- Figure 4: Very satisfied response on selected tourist issues in RoI, 2003-07
- Public spending on marketing Ireland proves effective
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- Figure 5: Expenditure on marketing, by Irish tourism authorities, 2006-07
- Taxation reduces competitiveness
- Environmental concern
Broader Market Environment
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- Key points
- Economic environment
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- Figure 6: Economic outlook for NI and RoI, 2008-10
- RoI
- NI
- Consumer confidence hits a low
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- Figure 7: Consumer Sentiment/Confidence Index for 12 months ended February 2009
- Mixed signals for Irish tourism in the recession
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- Figure 8: Consumer responses to statement ‘When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?’, NI and RoI*, January 2008
- Exchange rates a boost for NI
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- Figure 9: Euro/US Dollar and Euro/Sterling exchange rates, Jan 2007-Apr 2009
- Internet usage
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- Figure 10: Internet and broadband penetration, RoI and NI, 2005-08
- An aging population
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- Figure 11: Population projections, by age group, NI, 2006-26
- Figure 12: Population projections, by age group, RoI, 2006-26
- Two for tea
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- Figure 13: Household size, NI and RoI, 2000-05
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Paradiso – Creating a vegetarian brand
- Floating restaurants
- A theatrical dinner
- Medieval banquet
- Healthy eating holidays
- STA Travel and Burger King’s new venture
- The new New Zealand
Market Value and Forecast
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- Key points
- Rapid growth for NI tourism
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- Figure 14: Index of tourist market value, 2003-09
- Irish tourism revenues exceed €7 billion
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- Figure 15: Tourism market value, Ireland, 2003-09
- RoI attracts long haul visitors
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- Figure 16: Tourists by region of origin, RoI, 2007
- NI still heavily reliant on UK market
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- Figure 17: Tourist by region of origin, NI, 2007
- NI food tourism exceeds all-island pace
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- Figure 18: Index of market value of tourist spending on food, Ireland, 2003-09
- Food becoming a bigger priority for tourists
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- Figure 19: Tourist spending on food, Ireland, 2003-09
- Poor signals for Irish tourism in the recession…
- …but stability to come from the NI market
Competitive Context
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- Key points
- Irish tourism competitive context
- Low cost flights
- Ferry and domestic tourism fighting over ease of travel
- Food tourism competitive context
- Foreign destinations have the reputation
- Self-catering
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- Figure 20: Tourists using rented accommodation while holidaying in Ireland, RoI and NI, 2004-07
- Outdoor activities
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- Figure 21: Main activities while holidaying in Ireland, RoI and NI, 2007
Channels to Market
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- Key points
- Internet vs travel agent
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- Figure 22: Agreement with statement, ‘When I need information, the first place I look is the internet’, NI and RoI, 2003-08
- Food festivals
Companies and Brands
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- Key points
- Fáilte Ireland
- ITIC (Irish Tourist Industry Confederation)
- NITB (Northern Ireland Tourist Board)
- Tourism Ireland
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- Figure 23: Tourism Ireland offices and market agent locations, 2009
- Good Food Ireland
- Food Promotion Northern Ireland
- Restaurant Patrick Guilbaud
- Ballymaloe House and Cookery School
- Michael Deane
Consumer Dining Preferences while on Holiday in Ireland
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- Key points
- Local independent restaurants are the tourist’s top choice
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- Figure 24: Most likely place to eat a main meal while holidaying in Ireland, NI and RoI, 2009
- Quality increases with age
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- Figure 25: Most likely place to eat while holidaying in Ireland, by age, RoI, 2009
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- Figure 26: Most likely place to eat while holidaying in Ireland, by age, NI, 2009
- High earners avoid the chip shop
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- Figure 27: Most likely place to eat while holidaying in Ireland, by socio-economic group, RoI, 2009
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- Figure 28: Most likely place to eat while holidaying in Ireland, by socio-economic group, NI, 2009
Role of Food in the Tourist Experience
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- Key points
- It’s quality, not quantity
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- Figure 29: Agreement with selected statements about food eaten on holidays in Ireland, RoI and NI, 2009
- Younger adults remain uninterested
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- Figure 30: Agreement with selected statements about food eaten on holidays in Ireland, by age, RoI, 2009
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- Figure 31: Agreement with selected statements about food eaten on holidays in Ireland, by age, NI, 2009
- The more affluent can afford to be more choosy
Consumer Typologies
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- Key points
- RoI target groups
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- Figure 32: Consumer typologies relating to attitudes towards food tourism, RoI, 2009
- Food Nuts
- Markers
- Jet Setters
- Not Fussed
- NI target groups
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- Figure 33: Consumer typologies relating to attitudes towards food tourism, NI, 2009
- Local Samplers
- Non-Tourists
- Food Buffs
- Non-Fooders
Appendix
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- Figure 34: Agreement with selected statements about food eaten on holidays, by socio-economic group, RoI, 2009
- Figure 35: Agreement with selected statements about food eaten on holidays, RoI and NI, 2009
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- Figure 36: Statements that apply to food when on a short break in Ireland, by all demographics, NI, 2009
- Figure 37: Statements that apply to food when on a short break in Ireland, by all demographics, RoI, 2009
- Consumer typologies
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- Figure 38: Agreement with statements relating to food eaten while on holiday in Ireland, RoI, 2009
- Figure 39: Agreement with statements relating to types of food eaten while on holiday in Ireland, RoI, 2009
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- Figure 40: Factors that motivate consumers to take a holiday/short break in Ireland, RoI, 2009
- Figure 41: NI typologies, by all demographics, RoI, 2009
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- Figure 42: Agreement with statements relating to food eaten while on holiday in Ireland, NI, 2009
- Figure 43: Agreement with statements relating to types of food eaten while on holiday in Ireland, NI, 2009
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- Figure 44: Factors that motivate consumers to take a holiday/short break in Ireland, NI, 2009
- Figure 45: NI typologies, by all demographics, NI, 2009
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