Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated total visitor expenditure, % of total, NI and RoI, 2014
- Forecast
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- Figure 2: Indexed estimated total visitor numbers, NI and RoI, 2009-19
- Market factors
- Both Irish economies are continuing to improve and grow
- Only 26% of NI and 15% of RoI consumers describe their finances as healthy
- Ireland's domestic tourism market performing robustly in 2014
- Inbound Tourism
- Significant number of visitors to NI are visiting friends and family
- The consumer
- Very slight preference for foreign over domestic holidays
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- Figure 3: Consumers who have taken holidays or short breaks either in Ireland or overseas in the last 12 months, NI and RoI, October 2014
- When holidaying within Ireland, NI consumers head to Dublin
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- Figure 4: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, NI and RoI, October 2014
- Ease of access, proximity and familiarity key when choosing an overseas destination
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- Figure 5: Overseas countries that consumers have visited for a holiday or short break in the last 12 months, NI and RoI, October 2014
- Eat, drink and shop – the priorities when Irish consumers are away
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- Figure 6: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
- Deal-of-the-day websites more popular among NI consumers
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- Figure 7: Aspects of holidays/short breaks within Ireland that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
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- Figure 8: Aspects of Overseas holidays/short breaks that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
- What we think
Issues and Insights
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- What are consumers' preferences when it comes to trips away?
- The facts
- The implications
- What are the preferred short break/holiday destinations?
- The facts
- The implications
- What activities do consumers participate in when on a short break/holiday?
- The facts
- The implications
Trend Application
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- Data Creators
- Rebirth of Cities
- Locavore
Market Overview
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- Key points
- General economic improvement bodes well for the coming years
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- Figure 9: Economic outlook, annual % change, RoI, 2012-15
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- Figure 10: Economic outlook, NI, 2012-15
- Only a minority of consumers describe finances as 'healthy'
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- Figure 11: How consumers rate their current financial situation, NI and RoI, October 2013
- Consumer confidence retains upward momentum
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- Figure 12: Consumer confidence index, NI, September 2011-September 2014
- Figure 13: Consumer sentiment index, RoI, October 2011-October 2014
- One in five would borrow to finance a holiday
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- Figure 14: Consumers who would be prepared to take out a personal loan to pay for a holiday, by age and social class, NI and RoI, July 2014
- Holidaying at home offers good value for money – especially in RoI
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- Figure 15: Average cost of a hotel room per night, selected European destinations, 2009-14*
- Value for money important for driving visitor levels
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- Figure 16: Visitors' attitudes towards accommodation, NI, 2013
- Hotel accommodation sales performing well across Ireland
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- Figure 17: Hotel room sales, year-on-year % change, IoI, RoI and NI, 2013 and 2014
- Overseas travel getting cheaper, internal travel getting more expensive
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- Figure 18: Cost of transport services, consumer price index, RoI, October 2013-October 2014
- Strong growth in NI's domestic market in 2014
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- Figure 19: Domestic tourism market, NI, Jan/Jun 2013-Jan/Jun 2014
- Almost 700,000 domestic holiday trips in NI in first half of 2014
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- Figure 20: Domestic overnight trips, NI, Jan-June 2013-14
- Holiday trips account for two thirds of all domestic trips in NI
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- Figure 21: Domestic overnight trips, NI, January-June 2014
- Giant's Causeway the top tourist attraction in NI
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- Figure 22: Top visitor attractions, by number of visitors, NI, 2013
- Slight growth in RoI's domestic tourism market in 2013
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- Figure 23: Number of trips taken, domestic and overseas, 000s, RoI, 2008-13
- Figure 24: Domestic travel by RoI residents, by destination, number of trips, 2013
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- Figure 25: Domestic travel by RoI residents, by destination, average length of stay (number of nights), 2013
- Figure 26: Domestic travel by RoI residents, by destination, total expenditure, 2013
Inbound Tourism
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- Key points
- Both NI and RoI performing well in international context
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- Figure 27: Tourist arrivals, % change, Jan-June 2013-14
- Strong level of inbound tourism for NI and RoI
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- Figure 28: Overseas visitors to NI and RoI, by source country of visitor, January 2014-June 2014 (NI) and January-September 2014 (RoI)
- Less dependence on British market in RoI than in NI
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- Figure 29: Overseas visitors to RoI, % by source, January -September 2014
- Figure 30: Overseas visitors to NI, % by source, January 2014-June 2014
- But inbound tourism from North America growing strongly for NI
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- Figure 31: Visitors to NI and RoI, year-on-year % change, Jan-Sept 2014 (RoI) and Jan-June 2014 (NI)
- Domestic visitors account for 52% of NI tourism sector
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- Figure 32: Visitor trips to NI, by market, Jan-June 2014
- Trips by RoI residents to NI down 17% in Jan-June 2014
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- Figure 33: Trips to NI by RoI residents, Jan-June 2014
- More than 40% of RoI trips to NI to visit friends and family
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- Figure 34: Trips by RoI residents to NI, by reason for travel, %, Jan-June 2014
- More than 50% of GB and overseas visits to NI to visit friends and family
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- Figure 35: Trips by GB residents to NI, by reason for travel, %, Jan-June 2014
- Almost half of all trip by overseas (excluding GB) residents are holidays
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- Figure 36: Trips by Overseas (excluding GB) residents to NI, by reason for travel, %, Jan-June 2014
- Strong growth in almost all markets for RoI tourism sector
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- Figure 37: Overseas trips to RoI, by country of residence, 000s, RoI, 2011-13
- Three quarters of visitors to RoI are European
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- Figure 38: Overseas visitors to RoI, by country of residence, 2013
- Four in 10 overseas trips to RoI are for a holiday
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- Figure 39: Overseas trips to RoI, by reason for journey, % of total, RoI, 2013
Market Size and Forecast
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- Key points
- Ireland on course to receive more than 22 million visits in 2014
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- Figure 40: Estimated total visitor numbers, 000s, IoI, RoI and NI, 2009-19
- Expenditure of just over €7 billion expected in 2014
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- Figure 41: Estimated total visitor expenditure, IoI, RoI and NI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Innovations
- Brazil welcomes one million foreign visitors for the World Cup 2014.
- Taylor Swift invites tourists to New York City
- Northern Ireland businesses could receive up to £100,000 for tourism innovation
- Company profiles – Tourist boards
- Fáilte Ireland
- Northern Ireland Tourist Board (NITB)
- Tourism Ireland
- Company profiles – Airlines
- Aer Arann (Stobart Air)
- Aer Lingus
- easyJet
- Flybe
- Ryanair
The Consumer – Types of Holidays and Short Breaks
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- Key points
- Slightly more overseas holidays than domestic holidays
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- Figure 42: If consumers have taken holidays or short breaks either in Ireland or overseas in the last 12 months, NI and RoI, October 2014
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- Figure 43: Consumers who have never taken a holiday or short break overseas, by social class, NI and RoI, October 2014
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- Figure 44: Consumers who have never taken a holiday or short break in NI or RoI, by social class, NI and RoI, October 2014
- Is youth unemployment impacting on young consumers travelling abroad?
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- Figure 45: Consumers who have not taken a short break or holiday overseas in the last 12 months, by age, NI and RoI, October 2014
- Short breaks in Ireland, holidays abroad for Irish consumers
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- Figure 46: Types of holidays or short breaks taken within the last 12 months, in Ireland and overseas, NI and RoI, October 2014
- C2DEs a key group for package getaways – especially holidays overseas
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- Figure 47: Types of holidays and short breaks taken in the last 12 months, within Ireland and overseas, by social class, NI and RoI, October 2014
- Short breaks abroad for younger consumers, at home for older
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- Figure 48: Consumers who have taken an independent short break overseas in the last 12 months, by age, NI and RoI, October 2014
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- Figure 49: Consumers who have taken an independent short break within Ireland in the last 12 months, by age, NI and RoI, October 2014
- Families with young children holidaying at home
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- Figure 50: Consumers who have taken an independent holiday within Ireland in the last 12 months, by presence of own children, NI and RoI, October 2014
The Consumer – Places in Ireland Visited
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- Key points
- NI consumers heading to Dublin, while RoI consumers go further south
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- Figure 51: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, NI and RoI, October 2014
- Cross-border tourism limited to the mainstream
- Consumers in 20s and 30s flocking to City of Belfast
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- Figure 52: Consumers who visited the City of Belfast for a short break or holiday in the last 12 months, by age and social class, NI and RoI, October 2014
- Older NI consumers ignoring off-the-beaten track parts of NI
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- Figure 53: Consumers who visited Co. Antrim (excluding City of Belfast) for a holiday or short break, by age, NI, October 2014
- City of Dublin attracts ABC1s and 35-44s from NI
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- Figure 54: Consumers who visited Dublin for a holiday or short break, by age and social class, NI and RoI, October 2014
- Munster has broad, universal appeal for all consumers
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- Figure 55: Consumers who visited Munster for a holiday or short break, by gender, age and social class, NI and RoI, October 2014
The Consumer – Places Overseas Visited
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- Key points
- Proximity and familiarity key factors in overseas travel
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- Figure 56: Overseas countries that consumers have visited for a holiday or short break in the last 12 months, NI and RoI, October 2014
- Britain attracts visitors in the 35-44 (NI) and 45-54 (RoI) age groups
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- Figure 57: Consumers who visited Great Britain for a holiday or short break, by age, NI and RoI, October 2014
- Irish visitors to Britain tend to be heavy Internet users
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- Figure 58: Consumers who visited Great Britain for a holiday or short break, by daily internet usage, NI and RoI, October 2014
- Spain attracts older NI consumers, but the young from RoI
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- Figure 59: Consumers who visited mainland Spain for a holiday or short break, by age, NI and RoI, October 2014
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- Figure 60: Consumers who visited Spain – Canaries/Balearic Islands for a holiday or short break, by age, NI and RoI, October 2014
- Young from NI taking breaks and holidays in France
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- Figure 61: Consumers who visited Spain – Canaries/Balearic Islands for a holiday or short break, by age and social class, NI and RoI, October 2014
The Consumer – Holiday Activities
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- Key points
- Eating, drinking and shopping top the list of holiday activities
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- Figure 62: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
- Consumers with young children least inclined to eat out
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- Figure 63: Consumers who ate in local pubs/restaurants while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
- Shopping a favourite activity among women, in particular
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- Figure 64: Consumers who went shopping while on holiday or short break (at home or abroad) in the last 12 months, by age and gender, NI and RoI, October 2014
- Middle-aged, C2DE men head for the pub when on holidays
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- Figure 65: Consumers who visited a pub/bar while on holiday or short break (at home or abroad) in the last 12 months, by age and socio-economic background, NI and RoI, October 2014
- Lazing on beach appeals most to consumers aged 25-54-years-old
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- Figure 66: Consumers who relaxed on beach while on holiday or short break (at home or abroad) in the last 12 months, by age and social class, NI and RoI, October 2014
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- Figure 67: Consumers who relaxed on beach while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
- History, galleries, theatres and gardens appeal more to RoI consumers
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- Figure 68: Consumers who visited selected history- and culture-related attractions while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
- RoI consumers more into exploring on foot or by bike
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- Figure 69: Consumers who walked/cycled around town/city/country while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
- One in four visit zoos, aquariums, wildlife, theme and amusement parks
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- Figure 70: Consumers who visited a zoo/aquarium/wildlife attraction or a theme park/amusement park while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
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- Figure 71: Consumers who visited a zoo/aquarium/wildlife attraction while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
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- Figure 72: Consumers who visited a theme park/amusement park while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
The Consumer – Use of Deal-of-the-day Websites
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- Key points
- Higher deal-of-the-day usage among NI consumers for domestic trips
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- Figure 73: Aspects of holidays/short breaks within Ireland that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
- Families with young children making most use of daily deals
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- Figure 74: Consumers who used deal-of-the-day websites to book accommodation for a short trip/holiday within Ireland in the last 12 months, by Presence of own children, RoI and NI, October 2014
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- Figure 75: Consumers who used deal-of-the-day websites to pay for a meal at a restaurant/pub while on a short trip/holiday within Ireland in the last 12 months, by presence of own children, RoI and NI, October 2014
- Deal-of-the-day websites used differently for overseas trips
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- Figure 76: Aspects of Overseas holidays/short breaks that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
- Reluctance to use deal-of-the-day websites for certain services down to trust?
Appendix
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- NI Toluna Tables
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- Figure 77: Types of holidays or short breaks taken in NI or RoI within the last 12 months, by demographics, NI, October 2014
- Figure 78: Types of holidays or short breaks taken overseas within the last 12 months, by demographics, NI, October 2014
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- Figure 79: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014
- Figure 80: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
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- Figure 81: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
- Figure 82: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014
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- Figure 83: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
- Figure 84: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
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- Figure 85: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014
- Figure 86: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
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- Figure 87: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
- Figure 88: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
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- Figure 89: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014
- Figure 90: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
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- Figure 91: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
- Figure 92: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
- RoI Toluna Tables
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- Figure 93: Types of holidays or short breaks taken in NI or RoI within the last 12 months, by demographics, RoI, October 2014
- Figure 94: Types of holidays or short breaks taken overseas within the last 12 months, by demographics, RoI, October 2014
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- Figure 95: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014
- Figure 96: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
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- Figure 97: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
- Figure 98: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014
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- Figure 99: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
- Figure 100: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
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- Figure 101: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014
- Figure 102: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
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- Figure 103: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
- Figure 104: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
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- Figure 105: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014
- Figure 106: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)
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- Figure 107: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)
- Figure 108: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)
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