Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Data sources
- Abbreviations
Insights and Opportunities
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- Golf identified as a key growth area
- Paintball has potential
- Partnership opportunities
Market in Brief
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- Domestic tourists are the primary market
- Highest participation in free activities
- Caving and bouldering unpopular
- RoI consumers value being active
- Physical activity more important for those with children
- Activity tourism often an afterthought
Fast Forward Trends
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- Trend 1: Agelessness
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Immaterial World
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Major walking destination
- Natural amenities
- Rural landscape
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- Figure 1: Most important factors influencing the choice of Ireland as a holiday destination amongst overseas visitors, RoI, 2010
- An island nation
- High potential
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- Figure 2: Top 10 developed countries with the highest potential for adventure tourism development, 2009 and 2010
- Staycations on the rise
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- Figure 3: Agreement with the statement ‘I like to take holidays in my own country rather than abroad’, NI and RoI, 2011
- Making memories
- Major events
- ni2012 campaign
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- Figure 4: Projected increase in visitor numbers, revenue and jobs created in the NI tourism sector, NI, 2012-2015
- The Gathering
- Olympic year
- Targeting Londoners
- Uptake in activities
Broader Market Environment
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- Key points
- Ageing population…
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- Figure 5: Population, by age, NI, 2010-56
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- Figure 6: Population, by age, RoI, 2006-41
- … is good for tourism
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- Figure 7: Holiday or short break taken in the last 12 months, by age, NI and RoI, 2011
- Birth rates continue to rise
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- Figure 8: Population statistics, by age group, RoI, 2002-11
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- Figure 9: Local Authority Fertility statistics 2009
- 2012 set to be a difficult year financially
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- Figure 10: Economic Outlook, NI and RoI, 2010-13
- The tourism sector is a valuable contributor to GDP
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- Figure 11: Total tourism revenues, RoI and NI, 2007-11
- Overseas visitors constitute a smaller market with higher financial returns
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- Figure 12: Percentage of visitors partaking in activity tourism in RoI, by source region, 2008
- Rising travel costs
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- Figure 13: Indexed price of crude oil (per barrel), May 2009-May 2012
- Weather permitting
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- Figure 14: Irish weather data – annual average figures, 2011
- Unhealthy lifestyles
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- Figure 15: Agreement with the statement ‘I should do more about my health’, by age group, 2011
- Sedentary society
Competitive Context
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- Key points
- Health and wellness tourism
- Types of holidays chosen
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- Figure 16: Agreement with statements relating to activities enjoyed whilst on holiday, by age, NI and RoI, 2011
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- Figure 17: Types of holidays taken in the past 12 months by all consumers, NI and RoI
- Food Tourism
- Irish Food Festivals
Market Overview
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- Key points
- Growing visitor numbers
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- Figure 18: Estimated domestic visitor numbers, IoI, RoI and NI, 2007-17
- Figure 19: Estimated overseas visitor numbers, IoI, RoI and NI, 2007-17
- Total tourist revenue set to grow for 2012
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- Figure 20: Estimated revenue generated from domestic visitors, IoI, RoI and NI, 2007-17
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- Figure 21: Estimated revenue generated from overseas visitors, IoI, RoI and NI, 2007-17
- Domestic tourism is more popular in RoI…
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- Figure 22: Breakdown of domestic and overseas tourists, by visitor numbers, NI and RoI, 2012
- … whilst NI depends more on GB market
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- Figure 23: Percentage of overseas visitors, by country of origin, NI and RoI, 2010
- Activity tourism in RoI heavily reliant on domestic trade
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- Figure 24: Total visitor numbers and expenditure on activity tourism in RoI, 2008-09
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- Figure 25: Source markets for visitors engaging in activity tourism, RoI, 2009
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- Figure 26: Breakdown of expenditure on adventure and activity tourism, by overseas visitors to RoI, 2010
- NI activity tourism market comparatively weaker than RoI
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Adventureland Weekend helps boost adventure tourism in NI
- The Adventure Weekend helps to promote RoI adventure activity participation
- Segway NI offers a different way to take a tour
- B&B Ireland launches activity holidays categorisation
- Adventure Spa development
- Red Bull Cliff Diving World Series
Companies and Products
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- Key points
- Tourism authorities
- Failté Ireland
- Northern Ireland Tourist Board (NITB)
- Tourism Ireland
- Outdoor Recreation Northern Ireland (formerly Countryside Access and Activities Network)
- Adventure and outdoor activity providers
- Todds Leap
- Adventure Tours NI
- GASP – Surfin Dirt
- The Jungle NI
- Ballyhass Lakes
- Electric Escapes
- Explore Ireland Tours
- Killary Adventure Company
- Kippure Adventure Centre
- Lahinch Surf School
- Skydive Ireland
- The Adventure Agency
- The Adventure Islands
- Vagabond Tours
- Xtreme.ie
- Segway Adventures
The Consumer – Usage of Outdoor and Adventure Activities
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- Key points
- Activities without equipment popular
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- Figure 27: Activities which consumers have taken part in whilst on holiday in Ireland, NI and RoI, June 2012
- Walking dominates
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- Figure 28: Consumers who have taken part in hiking/walking when on a holiday or short break in Ireland, by age, NI and RoI, June 2012
- Many activities popular with both genders, but order of preference changes
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- Figure 29: Top 10 activities previously done, by consumers, by gender, NI and RoI, June 2012
- NI and RoI consumers interested in trying different things
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- Figure 30: Activities which consumers have never done, but would consider doing on a future holiday in Ireland, NI and RoI, June 2012
- Extreme activities favoured by younger consumers
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- Figure 31: Most popular activities which consumers have not done, but may consider doing in future, by age, NI and RoI, June 2012
- RoI women more encouraged to try new outdoor pursuits
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- Figure 32: activities which women are more likely than men to consider engaging with in the future, NI and RoI, June 2012
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- Figure 33: Consumers who have never tried parachuting/sky-diving/gliding, but would consider doing so in future, by gender, NI and RoI, June 2012
- Caving and bouldering least likely type of activity for Irish consumers
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- Figure 34: Activities which consumers have never done and would never consider doing whilst on holiday in Ireland, NI and RoI, June 2012
- Fear keeping consumers from caving
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- Figure 35: Consumers who have never gone caving/bouldering and would never do this, by work status, NI and RoI, June 2012
- Golf and fishing split interest in men and women
The Consumer – Attitudes towards Outdoor and Adventure activities
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- Key points
- Families with children less interested in relaxing holidays
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- Figure 36: Agreement with the statement ‘I prefer relaxing activities and attractions when on a holiday or short break’, by age, NI and RoI, June 2012
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- Figure 37: Agreement with the statement ‘I prefer relaxing activities and attractions when on a holiday or short break’, by presence of children in the household, NI and RoI, June 2012
- RoI consumers more constrained by costs
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- Figure 38: Agreement with statements relating to expenditure on outdoor activities, by all consumers, NI and RoI, June 2012
- Older consumers not motivated by value
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- Figure 39: Agreement with the statement ‘I look for the best value option when planning how to spend my free time’, by age, NI and RoI, June 2012
- Men more likely to engage in adventure pursuits
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- Figure 40: Agreement with the statement ‘I frequently engage in adventure activities (eg climbing, cycling etc), by age, NI and RoI, June 2012
- Holiday activities more spontaneous than planned
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- Figure 41: Agreement with statements about trying out activities whilst on holiday, by all consumers, NI and RoI, June 2012
- Less than half of Irish consumers enjoy outdoor activities
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- Figure 42: Agreement with the statement ‘I prefer activities that take place outdoors’, by gender, NI and RoI, June 2012
- Fitness more important to RoI holiday-makers
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- Figure 43: Agreement with the statement ‘I try as much as I can to take part in activities that promote fitness’, by age, NI and RoI, June 2012
- Family breaks more important for those with children
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- Figure 44: Agreement with the statement ‘I select adventure/outdoor activities that are suitable for my family’, by presence of children in household, NI and RoI, June 2012
- Provision deemed better amongst NI consumers
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- Figure 45: Agreement with the statement ‘NI/RoI has a good variety of outdoor activities to take part in’, by gender, NI and RoI, June 2012
- Women more concerned about dangerous activities
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- Figure 46: Agreement with the statement ‘I would never take part in activities that are dangerous’, by gender, NI and RoI, June 2012
Consumer Typologies
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- RoI Target Groups
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- Figure 47: Consumer typologies, RoI, June 2012
- Uninterested
- Adventurous
- Price Sensitive
- Relaxers
- NI Target Groups
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- Figure 48: Consumer Typologies, NI, June 2012
- Unengaged
- Safety Conscious
- Easy Going
- Outdoor Enthusiasts
Appendix
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- RoI
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- Figure 49: Consumers who have taken part/would take part in climbing/mountaineering when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 50: Consumers who have taken part/would take part in caving/bouldering when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 51: Consumers who have taken part/would take part in cycling/mountain biking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 52: Consumers who have taken part/would take part in diving when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 53: Consumers who have taken part/would take part in Surfing/jet skiing/windsurfing/etc when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 54: Consumers who have taken part/would take part in canoeing/kayaking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 55: Consumers who have taken part/would take part in hiking/walking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 56: Consumers who have taken part/would take part in parachuting/sky diving/gliding when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 57: Consumers who have taken part/would take part in sailing/boating activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 58: Consumers who have taken part/would take part in skiing/other snow based activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 59: Consumers who have taken part/would take part in golf when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 60: Consumers who have taken part/would take part in angling/fishing when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 61: Consumers who have taken part/would take part in horse riding/equestrian pursuits when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 62: Consumers who have taken part/would take part in paintball when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 63: Consumers who have taken part/would take part in sports (eg football/rugby) when on a holiday or short break in Ireland, by demographics, RoI, June 2012
- Figure 64: Consumers who have taken part/would take part in other types of activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
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- Figure 65: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, June 2012
- Figure 66: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, June 2012 (continued)
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- Figure 67: Consumer typologies, by demographics, RoI, June 2012
- Figure 68: Agreement with statements relating to adventure and outdoor tourism, by consumer typologies, RoI, June 2012
- NI
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- Figure 69: Consumers who have taken part/would take part in climbing/mountaineering when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 70: Consumers who have taken part/would take part in caving/bouldering when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 71: Consumers who have taken part/would take part in cycling/mountain biking when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 72: Consumers who have taken part/would take part in diving when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 73: Consumers who have taken part/would take part in surfing/jet skiing/windsurfing/etc when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 74: Consumers who have taken part/would take part in canoeing/kayaking when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 75: Consumers who have taken part/would take part in hiking/walking when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 76: Consumers who have taken part/would take part in parachuting/sky diving/gliding when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 77: Consumers who have taken part/would take part in sailing/boating activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 78: Consumers who have taken part/would take part in skiing/other snow based activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 79: Consumers who have taken part/would take part in golf when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 80: Consumers who have taken part/would take part in angling/fishing when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 81: Consumers who have taken part/would take part in horse riding/equestrian pursuits when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 82: Consumers who have taken part/would take part in paintball when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 83: Consumers who have taken part/would take part in sports (eg football/rugby) when on a holiday or short break in Ireland, by demographics, NI, June 2012
- Figure 84: Consumers who have taken part/would take part in other types of activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
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- Figure 85: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, June 2012
- Figure 86: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, June 2012 (continued)
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- Figure 87: Consumer typologies, by demographics, NI, June 2012
- Figure 88: Agreement with statements relating to adventure and outdoor tourism, by consumer typologies, NI, June 2012
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