Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Bringing indoor accommodation to festival sites
- Pricing continues to be an issue
- Spreading events across more days
Market in Brief
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- Festival trips highly diverse
- Festivals are perceived as expensive
- Opportunities for extending festival visits
- Appetite for festivals leaves a big impact
Fast Forwards
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- Trend 1: Carnivore, Herbivore...Locavore
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Subsidise My Dream
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Domestic holidays still on the agenda
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- Figure 1: Consumers’ plans to take a holiday over the next 12 months, RoI and NI, 2011
- Irish tourism becoming more competitive?
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- Figure 2: Hotel prices in selected locations, 2009-11*
- Online channels important as ever
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- Figure 3: Purchases made over the internet in the past 12 months, RoI and NI, 2011
- Economic impact of festivals
- Music and arts growing in popularity
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- Figure 4: Agreement with selected statements about music and arts, RoI and NI, 2006-10
- Love of food augurs well for food festivals
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- Figure 5: Agreement with selected statements about food, RoI and NI, 2011
Broader Market Environment
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- Key points
- Instability threatening tourism
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- Figure 6: Economic outlook, RoI and NI, 2009-11
- Unemployment may see holidays postponed
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- Figure 7: Unemployment rates, RoI and NI, January 2009-Sept 2011
- Low confidence drives down spending
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- Figure 8: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, September 2008-11
- Youngest and oldest age groups show growth in RoI
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- Figure 9: Population, by age, RoI, 2006-41
- ... while NI only shows aging
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- Figure 10: Population, by age, NI, 2008-58
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Food top of the agenda for Irish holidaymakers
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- Figure 11: Activities enjoyed on holidays, RoI and NI, 2011
- Festivals are a top activity for overseas holidaymakers
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- Figure 12: Activities participated in by overseas visitors to NI, 2009
- Activities high on RoI overseas tourism agenda
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- Figure 13: Activities participated in by overseas visitors, RoI, 2010
Market Overview
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- Key points
- Domestic tourism declines in 2010
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- Figure 14: Domestic and overseas visitors to RoI, 2006-10
- NI domestic tourism remains buoyant
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- Figure 15: Domestic and overseas visitors to NI, 2006-10
- Entertainment spending outperforms tourism in RoI
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- Figure 16: Estimated expenditure by tourists on entertainment, RoI, 2006-10
- NI domestic entertainment expenditure fails to curb overseas losses
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- Figure 17: Estimated expenditure by tourists on entertainment, NI, 2006-10
- Festivals a key draw for tourists
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- Figure 18: Overseas visitor participation in festivals/events, NI, 2005-09
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- Figure 19: Percentage of domestic tourists where festivals influenced their destination, RoI, 2006-10
Who’s Innovating?
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- Key points
- Making art galleries and museums more eco-friendly
- Art and craft events to help drive tourism
- A wider variety of sports events to help boost visitor numbers
Companies and Products
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- Tourism bodies
- Tourism Ireland
- Fáilte Ireland
- Northern Ireland Tourist Board (NITB)
- RoI festivals and events
- Oxegen
- Slane Concert
- Electric Picnic
- Dublin Jameson Film Festival
- Guinness Cork Jazz Festival
- Wexford Opera Festival
- The Queen’s visit to RoI
- Galway International Oyster & Seafood Festival
- NI festivals and events
- Ulster Bank Belfast Festival at Queens
- Tennent’s Vital
- Belsonic
- Coors Light Open House Festival
- MTV European Music Awards
- Belfast Beer and Cider Festival
- Omagh Walking Festival
- RoI attractions
- Guinness Storehouse
- Dublin Zoo
- The National Gallery of Ireland
- National Aquatic Centre
- Cliffs of Moher Visitor Experience
- NI attractions
- Titanic Dock & Pump-House
- Ulster Museum
- Giant’s Causeway
- Crawfordsburn Country Park
- Belfast Botanic Gardens
The Consumer – What Do People Visit?
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- Key points
- RoI countryside shows most popular for 2011
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- Figure 20: Types of festival visited, RoI, 2011
- NI consumers look to mainstream genres
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- Figure 21: Types of festival visited, NI, 2011
- Rock, pop and dance festivals find a younger audience
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- Figure 22: Visitors to rock, pop and dance festivals, by age, RoI and NI, 2011
- Countryside fairs find favour with families
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- Figure 23: Visitors to countryside fairs, by number of children, RoI and NI, 2011
- Traditional Irish music finds a younger audience in RoI
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- Figure 24: Visitors to traditional Irish music festivals, by age, RoI and NI, 2010
The Consumer – Length of Time Spent and Accommodation Used
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- Key points
- Day trips tie in with festival market
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- Figure 25: Length of trip during last festival visit, RoI and NI, 2011
- Younger adults in RoI make a longer break of it…
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- Figure 26: Length of trip during last festival visit, by age, RoI, 2011
- ... while sticking to shorter breaks in NI
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- Figure 27: Length of trip during last festival visit, by age, NI, 2011
- RoI consumers look to luxury accommodation for festivals
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- Figure 28: Types of accommodation used during last festival visit, RoI and NI, 2011
- Younger consumers happy to set up camp
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- Figure 29: Use of onsite camping during last festival visit, by age, RoI and NI, 2011
- Full-time workers splash out
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- Figure 30: Use of hotels during last festival visit, by age, RoI and NI, 2011
- Older consumers look to B&Bs
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- Figure 31: Use of B&Bs during last festival visit, by age, RoI and NI, 2011
The Consumer – How Do Consumers Perceive Festivals?
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- Key points
- Festivals regarded as expensive
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- Figure 32: Agreement with selected statements about festivals and events, RoI and NI, 2011
- Youngest adults find festivals expensive
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- Figure 33: Agreement with the statement “Tickets for festivals are often too expensive”, by age, RoI and NI, 2011
- Gap for older consumers in NI?
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- Figure 34: Agreement with the statement “There is a good selection of festivals and events in Ireland”, by age, RoI and NI, 2011
- Festival amenities fail to find favour across the spectrum
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- Figure 35: Agreement with the statement “Facilities in festivals (such as toilets, camp sites) tend to be poor”, by age, RoI and NI, 2011
- Younger consumers struggle to attend far-off festivals
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- Figure 36: Agreement with the statement “Most of the festivals I would be interested in are too far away to get to”, RoI and NI, 2011
- Who stays for the afterparty?
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- Figure 37: Agreement with the statement “When travelling to a festival, I like to spend extra time in the area after the festival is over”, RoI and NI, 2011
The Consumer – How Can Festivals Attract More Visitors?
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- Key points
- Lower pricing may attract more visitors
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- Figure 38: Agreement with selected statements about festivals and events, RoI and NI, 2011
- Students look for discount
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- Figure 39: Agreement with the statement “I would go to more festivals if tickets were cheaper/if there was free entry”, RoI and NI, 2011
- Broad base for expanding tourism
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- Figure 40: Agreement with the statement “I would stay in the area of the festival for longer if there was lower cost accommodation”, RoI and NI, 2011
- Younger consumers look for better accommodation
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- Figure 41: Agreement with the statement “I would go to more festivals is there was more/better accommodation at the festival venues”, RoI and NI, 2011
Consumer Target Groups
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- RoI target groups
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- Figure 42: RoI consumer typologies, 2011
- Cheapos
- Characteristics
- Who are Cheapos?
- Understanding Cheapos
- Family Goers
- Characteristics
- Who are Family Goers?
- Understanding Family Goers
- Transport Worried
- Characteristics
- Who are Transport Worried?
- Understanding Transport Worried
- Facility Worried
- Characteristics
- Who are Facility Worried?
- Understanding Facility Worried
- NI target groups
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- Figure 43: NI consumer typologies, 2011
- Lower Pricers
- Characteristics
- Who are Lower Pricers?
- Understanding Lower Pricers
- Unengaged
- Characteristics
- Who are Unengaged?
- Understanding Unengaged
- Expensers
- Characteristics
- Who are Expensers?
- Understanding Expensers
- Selection
- Characteristics
- Who are Selection?
- Understanding Selection
Appendix
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- Figure 44: Population projections, NI, by gender, 2006-20
- Figure 45: Population projections, RoI, by gender, 2006-20
- Figure 46: Population projections, by age, NI, 2000-20
- Figure 47: Population projections, by age, RoI, 2000-20
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- Figure 48: Pound to euro exchange rate used (annual average), 2004-13
- NI Toluna demographic tables – Events, activities and festivals
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- Figure 49: Consumers who have visited a rock, pop and dance festival/event, by all demographics, NI, August 2011
- Figure 50: Consumers who have visited a classical music festival/event, by all demographics, NI, August 2011
- Figure 51: Consumers who have visited a traditional Irish music festival/event, by all demographics, NI, August 2011
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- Figure 52: Consumers who have visited other contemporary music festival/event, by all demographics, NI, August 2011
- Figure 53: Consumers who have visited an arts festival/event, by all demographics, NI, August 2011
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- Figure 54: Consumers who have visited a theatre festival/event, by all demographics, NI, August 2011
- Figure 55: Consumers who have visited a film festival/event, by all demographics, NI, August 2011
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- Figure 56: Consumers who have visited a countryside fairs or show, by all demographics, NI, August 2011
- Figure 57: Consumers who have visited a food festival/event, by all demographics, NI, August 2011
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- Figure 58: Consumers who have visited a family or kid’s festival/event, by all demographics, NI, August 2011
- Figure 59: Consumers who have visited other festival/events, by all demographics, NI, August 2011
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- Figure 60: Number of nights stayed for a festival or event, by all demographics, NI, August 2011
- Figure 61: Type of accommodation used, by all demographics, NI, August 2011
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- Figure 62: Agreement with statements related to festivals, events and activities, by all demographics, NI, August 2011
- Figure 63: Agreement with statements related to festivals, events and activities (continued), by all demographics, NI, August 2011
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- Figure 64: Agreement with statements related to festivals, events and activities – what makes consumers visit them, by all demographics, NI, August 2011
- Figure 65: Agreement with statements related to festivals, events and activities – what makes consumers visit them (continued), by all demographics, NI, August 2011
- NI consumer typology tables
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- Figure 66: Agreement with statements related to festivals, events and activities, by consumer types, NI, August 2011
- Figure 67: Agreement with statements related to festivals, events and activities – what makes consumers visit them, by all demographics, NI, August 2011
- Figure 68: Consumer types, by all demographics, NI, August 2011
- RoI Toluna demographic tables – Events, activities and festivals
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- Figure 69: Consumers who have visited a rock, pop and dance festival/event, by all demographics, RoI, August 2011
- Figure 70: Consumers who have visited a classical music festival/event, by all demographics, RoI, August 2011
- Figure 71: Consumers who have visited a traditional Irish music festival/event, by all demographics, RoI, August 2011
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- Figure 72: Consumers who have visited other contemporary music festival/event, by all demographics, RoI, August 2011
- Figure 73: Consumers who have visited an arts festival/event, by all demographics, RoI, August 2011
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- Figure 74: Consumers who have visited a theatre festival/event, by all demographics, RoI, August 2011
- Figure 75: Consumers who have visited a film festival/event, by all demographics, RoI, August 2011
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- Figure 76: Consumers who have visited a countryside fairs or show, by all demographics, RoI, August 2011
- Figure 77: Consumers who have visited a food festival/event, by all demographics, RoI, August 2011
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- Figure 78: Consumers who have visited a family or kid’s festival/event, by all demographics, RoI, August 2011
- Figure 79: Consumers who have visited other festival/events, by all demographics, RoI, August 2011
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- Figure 80: Number of nights stayed for a festival or event, by all demographics, RoI, August 2011
- Figure 81: Type of accommodation used, by all demographics, RoI, August 2011
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- Figure 82: Agreement with statements related to festivals, events and activities, by all demographics, RoI, August 2011
- Figure 83: Agreement with statements related to festivals, events and activities (continued), by all demographics, RoI, August 2011
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- Figure 84: Agreement with statements related to festivals, events and activities – what makes consumers visit them, by all demographics, RoI, August 2011
- Figure 85: Agreement with statements related to festivals, events and activities – what makes consumers visit them (continued), by all demographics, RoI, August 2011
- RoI consumer typology tables
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- Figure 86: Agreement with statements related to festivals, events and activities, by consumer types, RoI, August 2011
- Figure 87: Agreement with statements related to festivals, events and activities – what makes consumers visit them, by all demographics, RoI, August 2011
- Figure 88: Consumer types, by all demographics, RoI, August 2011
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