Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated IoI events tourism market, by segment, 2009-14
- Forecast
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- Figure 2: Indexed market value for events tourism, IoI, NI and RoI, 2009-19
- Market factors
- Online ticket sales decline in 2014
- Counterfeit ticketing a significant cost to events tourism sector
- Garth Brooks highlights concert licensing issue in RoI
- Growing consumer confidence could see increased leisure spending
- Companies, brands and innovations
- The consumer
- Family friendly events popular with Irish consumers
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- Figure 3: Types of events visited in the last 12 months, NI and RoI, July 2014
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- Figure 4: Types of event, festival or concert consumers would consider visiting in the future, NI and RoI, July 2014
- Better price value would boost attendance at events
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- Figure 5: Factors that would encourage consumers to visit more events, NI and RoI, July 2014
- Cost the main issue prohibiting attendance at events
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- Figure 6: Factors that have prevented consumers from visiting events in the past, NI and RoI, July 2014
- What we think
Issues in the Market
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- What were the most popular types of events among Irish consumers in the last 12 months?
- The facts
- The implications
- How can event promoters encourage Irish consumers to attend more events?
- The facts
- The implications
- What are the main barriers prohibiting Irish consumers’ attendance at events?
- The facts
- The implications
- Does the weather impact attendance at events taking place in Ireland?
- The facts
- The implications
- How has the growing consumer confidence in Ireland impacted the events tourism sector?
- The facts
- The implications
Trend Application
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- Trend: Nouveaux Poor
- Trend: Access All Areas
- Trend: Collective Intelligence
Market Overview
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- Key points
- Online entertainment ticket sales falling
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- Figure 7: Entertainment Tickets (eg tickets for cinema, concerts, sporting events) bought online in the last 12 months, NI and RoI, 2011-14
- Legislation introduced to curb booking fees
- Financial crisis contributing to decline in attendance at music events
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- Figure 8: Music performances and attendances at NAA member venues*, UK (including NI), 2008-12
- Mobile devices to become important channels for ticket sales
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- Figure 9: Consumers who own, or have access to mobile technology devices, NI and RoI, October 2013 - July 2014
- Fake tickets an issue for events tourism industry
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- Figure 10: Most targeted areas for ticketing fraud, UK (including NI), 2013
- Concert licensing in the spotlight after Garth Brooks gigs cancelled
- Upbeat consumers a positive for Irish events industry
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- Figure 11: Annualised consumer sentiment index, RoI, 2009-14
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- Figure 12: Consumer confidence index, NI, September 2008-June 2014
- 2014 sees improvement in NI consumers’ finances
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- Figure 13: How consumers rate their current financial situation, NI, January- July 2014
- RoI consumers’ personal finances “OK”
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- Figure 14: How consumers rate their current financial situation, RoI, January-July 2014
- Ireland’s unpredictable weather an issue for events tourism
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- Figure 15: Annual recorded summer rainfall levels (mm), NI and RoI, 2014
Competitive Context
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- Key points
- Culture and heritage sites key to Irish tourism
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- Figure 16: Visitors to top 10 fee- and non-fee charging tourist attractions, RoI, 2009-13
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- Figure 17: Visitors to top 10 tourist attractions, NI, 2009-13
- Attendance at spectator sports continues to grow
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- Figure 18: Average attendance numbers (per season) for Danske Bank Irish Premier League games, NI, 2008/09-2013/14
- Figure 19: Average season attendance for GAA (Gaelic Football and Hurling) matches (2010-13) and Airtricity League of Ireland football matches (2010-14), RoI, 2010-14
Market Size and Forecast
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- Key points
- Events tourism sector expected to grow in 2014
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- Figure 20: Estimated market value for events tourism, IoI, NI and RoI, 2009-19
- Ticket sales show strong growth
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- Figure 21: Estimated IoI events tourism market, by segment, 2009-14
- Visitors to Ireland to continue growing in 2014
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- Figure 22: Estimated total visitor numbers, IoI, NI and RoI, 2009-19
- 2014 to see further growth in inbound tourism
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- Figure 23: Overseas visitor numbers, IoI, NI and RoI, 2009-19
- GB driving growth in visitors to NI
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- Figure 24: Estimated GB, RoI and other overseas overnight visitors to NI, 2012-13
- Domestic visitors to increase in 2014
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- Figure 25: Domestic visitor numbers, IoI, NI and RoI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Examples of Innovation
- Cow-Fi and BB suit keep festival attendees connected
- Official festival apps ensuring genuine ticket purchases
- Interactive Rider Spoke bike rides encourage city exploration
- Tourism authorities
- Fáilte Ireland
- Northern Ireland Tourist Board (NITB)
- Tourism Ireland
- NI events
- B/E Aerospace festival of Flight
- Belfast Beer and Craft Cider Festival
- Belsonic
- Féile an Phobail
- Tennents Vital
- Ulster Bank Belfast Festival at Queen’s
- RoI events
- Cork Folk Festival
- Drogheda Samba Festival
- Electric Picnic
- Galway International Oyster and Seafood Festival
- Irish Craft Beer and Cider Festival
- Jameson Dublin International Film Festival
- Sligo International Choral Festival
The Consumer – Attendance at Events in Ireland
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- Key points
- Family and kids events most popular events in Ireland
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- Figure 26: Types of events, festivals and concerts visited by consumers, NI and RoI, July 2014
- Consumers with young children attend family events
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- Figure 27: Consumers that have visited a family/kids show/event in the last 12 months, by presence of children in the household, NI and RoI, July 2014
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- Figure 28: Consumers that have visited a family/kids show/event in the last 12 months, by age, NI and RoI, July 2014
- Irish men attend sports events
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- Figure 29: Visits to a sports event/festival by consumers and future intentions, by gender, NI, July 2014
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- Figure 30: Visits to a sports event/festival by consumers and future intentions, by gender, RoI, July 2014
- Consumers from rural regions most likely to attend countryside events and festivals
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- Figure 31: Consumers attending a Countryside fair/show in the last 12 months, by location, NI and RoI, July 2014
- NI and RoI consumers equally likely to visit pop music events
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- Figure 32: Visits to a Pop music concert/festival by consumers and future intentions, NI and RoI, July 2014
- RoI Millennials show strong demand to return to pop music concerts
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- Figure 33: Consumers that have visited a pop music concert/festival in the last 12 months, by age, NI and RoI, July 2014
The Consumer – Factors That Would Encourage Greater Attendance at Events
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- Key points
- Cheaper tickets and free entry would boost attendance at events
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- Figure 34: Factors that would encourage consumers to visit more events, NI and RoI, July 2014
- Ticket price reductions and free entry appeals to all
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- Figure 35: Consumers stating that cheaper tickets or free entry would encourage them to visit more events, by work status, NI and RoI, July 2014
- Local events have highest appeal to elderly consumers
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- Figure 36: Consumers stating that events taking place in their local area would encourage them to visit more events, by age, NI and RoI, July 2014
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- Figure 37: Consumers stating that events that do not need an overnight stay would encourage them to visit more events, by age, NI and RoI, July 2014
- Transport, parking and low-cost accommodation important to rural consumers
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- Figure 38: Consumers stating that the availability of low-cost accommodation at or near an event and better transport or parking facilities would encourage them to visit more events, by age, NI, July 2014
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- Figure 39: Consumers stating that the availability of low-cost accommodation at or near an event and better transport or parking facilities would encourage them to visit more events, by age, RoI, July 2014
The Consumer – Factors Prohibiting Attendance at Events
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- Key points
- Cost of events the main deterrent for Irish consumers
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- Figure 40: Factors that have prevented consumers from visiting events in the past, NI and RoI, July 2014
- Mature Irish consumers most likely to be prevented from attending events by cost
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- Figure 41: Selected factors that have prevented consumers from visiting events in the past, NI, July 2014
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- Figure 42: Selected factors that have prevented consumers from visiting events in the past, RoI, July 2014
- Distance preventing rural consumers from attending events
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- Figure 43: Consumers stating the distance that having to travel to get to events had prevented attendance at events in the past, by location, NI, July 2014
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- Figure 44: Consumers stating the distance that having to travel to get to events had prevented attendance at events in the past, by location, RoI, July 2014
- Facilities a key concern for women and mature consumers
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- Figure 45: Consumers stating the distance that concerns about facilities have prevented them from attending events in the past, by gender and age, NI and RoI, July 2014
Appendix
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- NI Toluna data
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- Figure 46: Visits to a Countryside fair/show by consumers and future intentions, by demographics, NI, July 2014
- Figure 47: Visits to a Family/kids show/event by consumers and future intentions, by demographics, NI, July 2014
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- Figure 48: Visits to a Rock/metal/indie/punk music concert/festival by consumers and future intentions, by demographics, NI, July 2014
- Figure 49: Visits to a Pop music concert/festival by consumers and future intentions, by demographics, NI, July 2014
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- Figure 50: Visits to a traditional Irish/folk music concert/festival by consumers and future intentions, by demographics, NI, July 2014
- Figure 51: Visits to an R&B/jazz/blues concert/festival by consumers and future intentions, by demographics, NI, July 2014
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- Figure 52: Visits to an Arts event/exhibition by consumers and future intentions, by demographics, NI, July 2014
- Figure 53: Visits to a Food festival by consumers and future intentions, by demographics, NI, July 2014
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- Figure 54: Visits to a Film festival by consumers and future intentions, by demographics, NI, July 2014
- Figure 55: Visits to a Theatre/performing arts festival by consumers and future intentions, by demographics, NI, July 2014
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- Figure 56: Visits to a Classical music concert/festival by consumers and future intentions, by demographics, NI, July 2014
- Figure 57: Visits to a Sports event/festival by consumers and future intentions, by demographics, NI, July 2014
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- Figure 58: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014
- Figure 59: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014 (continued)
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- Figure 60: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014 (continued)
- Figure 61: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014
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- Figure 62: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014 (continued)
- Figure 63: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014 (continued)
- RoI Toluna
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- Figure 64: Visits to a Countryside fair/show by consumers and future intentions, by demographics, RoI, July 2014
- Figure 65: Visits to a Family/kids show/event by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 66: Visits to a Rock/metal/indie/punk music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
- Figure 67: Visits to a Pop music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 68: Visits to a traditional Irish/folk music by consumers and future intentions, by demographics, RoI, July 2014
- Figure 69: Visits to an R&B/jazz/blues concert/festival by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 70: Visits to an Arts event/exhibition by consumers and future intentions, by demographics, RoI, July 2014
- Figure 71: Visits to a Food festival by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 72: Visits to a Film festival by consumers and future intentions, by demographics, RoI, July 2014
- Figure 73: Visits to a Theatre/performing arts festival by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 74: Visits to a Classical music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
- Figure 75: Visits to a Sports event/festival by consumers and future intentions, by demographics, RoI, July 2014
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- Figure 76: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014
- Figure 77: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014 (continued)
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- Figure 78: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014 (continued)
- Figure 79: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014
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- Figure 80: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014 (continued)
- Figure 81: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014 (continued)
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