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, 2015
- Forecast
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- Figure 2: Indexed estimated total visitor numbers, NI and RoI, 2010-20
- Market factors
- Weak euro offers GB and US visitors better price value
- Price of hotels in Ireland continues to increase in 2015
- Air fares remain low
- Visitor attractions perform well in 2014
- NI consumers still struggling financially while recovery is felt in RoI
- Companies, brands and innovations
- The consumer
- Irish consumers prefer to book their own short breaks and holidays
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- Figure 3: Types of trips that consumers have taken in Northern Ireland and/or the Republic of Ireland in the last 12 months, NI and RoI, September 2015
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- Figure 4: Types of trips that consumers have taken overseas in the last 12 months, NI and RoI, September 2015
- RoI consumers taking short breaks and holidays in rural counties
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- Figure 5: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
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- Figure 6: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
- Great Britain preferred for short breaks overseas, mainland Spain for holidays
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- Figure 7: Locations visited by consumers for their last short break overseas, NI and RoI, September 2015
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- Figure 8: Locations visited by consumers for their last holiday overseas, NI and RoI, September 2015
- Eating, drinking and shopping the preferred leisure activities for Irish consumers
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- Figure 9: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2015
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- Figure 10: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2015
- What it means
Issues and Insights
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- What types of trips are Irish consumers taking within Ireland?
- The facts
- The implications
- Where are Irish consumers taking short breaks and holidays?
- The facts
- The implications
- What do Irish consumers like to do when taking a short break or holiday?
- The facts
- The implications
- What are the main drivers of the Irish tourism industry?
- The facts
- The implications
The Market – What You Need to Know
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- Visitors numbers to Ireland to continue growing
- Weak euro to benefit tourism in RoI
- Accommodation sector sees recovery
- RoI consumers feeling economic recovery, NI consumers still struggling
- Price of air travel in decline
Market Size and Forecast
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- Visitors numbers to Ireland continue growing in 2015
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- Figure 11: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2010-20
- 2015 to see strong growth in overseas visitors
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- Figure 12: Overseas visitor numbers, IoI, NI and RoI, 2010-20
- Domestic trips remain popular among Irish consumers
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- Figure 13: Domestic visitor numbers, IoI, NI and RoI, 2010-20
- Visitor spending to increase during 2015
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- Figure 14: Estimated total visitor expenditure, IoI, NI and RoI, 2010-20
- Overseas visitors driving tourism spending in NI
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- Figure 15: Estimated domestic and overseas visitor expenditure, NI, 2010-20
- Overseas visitors spending €375 on average in RoI
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- Figure 16: Estimated domestic and overseas visitor expenditure, RoI, 2010-20
Market Drivers
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- Strength of the Sterling a boost for GB and NI consumers visiting RoI
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- Figure 17: Annualised exchange rates involving Pound Sterling, the Euro and the US Dollar, 2010-15*
- Hotel prices continue to grow in 2015
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- Figure 18: Average yearly inflation rate of accommodation services, UK (including NI) and RoI, 2010-15*
- Figure 19: Average hotel prices per room per night, by city, NI and RoI, 2012-15
- Lowest cost overseas destinations in Eastern Europe
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- Figure 20: Post Office City Costs Barometer, 2012-15
- Cost of air travel falls for RoI consumers; increases for NI consumers
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- Figure 21: Average yearly inflation rate of air passenger transport, UK (including NI) and RoI, 2010-15*
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- Figure 22: Price of UK Brent crude oil per barrel in US Dollars ($), 2011-15*
- Visitor attractions in RoI see positive growth in 2014
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- Figure 23: Visitors to top 10 fee- and non-fee-charging tourist attractions, RoI, 2013-14
- Giant’s Causeway remains top attraction in NI
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- Figure 24: Top 10 visitor attractions, by number of visitors, NI, 2013-14
- Arts and culture services in NI to be impacted by public spending cuts
- Economic recovery felt by RoI consumers
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- Figure 25: Financial health of Irish consumers, RoI, October 2014-September 2015
- NI consumers still struggling financially
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- Figure 26: Financial health of Irish consumers, NI, October 2014-September 2015
Competitive Strategies – What You Need to Know
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- Great Britain
- Ireland
- Northern Ireland
- Republic of Ireland
- Germany
- USA
- France
- Spain
Competitive Strategies – Key Markets
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- Market Focus – Great Britain
- VisitBritain
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- Figure 27: Visitors to top 10 fee- and non-fee-charging tourist attractions, England, 2013-14
- Current Campaigns
- GREAT Britain
- Social media important to reaching global audience
- Bond is Great
- Market Focus – Ireland
- Tourism Ireland
- Game of Thrones campaign
- Market Focus – Northern Ireland
- Tourism NI
- #FestivalOfLight
- Market Focus – Republic of Ireland
- Fáilte Ireland
- Rebranding of Dublin as ‘A breath of fresh air’ to attract international visitors
- Market Focus – Germany
- The German National Tourist Board
- Traditions and Customs
- #JoinGermanTradition
- Market focus – USA
- Brand USA
- Brand USA launches interactive map with Instagram and Spotify
- Brand USA launched digital tourism campaign ‘Flavours of USA’
- Market focus – France
- Atout France
- Atout France encourages tourists to ‘Fall for France’.
- France launches publicity campaign ‘Be Nicer to Travellers’
- Rebranding of national portal to France.fr
- Market focus – Spain
- Turespaña
- Current campaigns
- Turespaña launches digital marketing campaign ‘Spain in detail’
The Consumer – What You Need to Know
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- Irish consumers opting for independent short breaks and holidays
- NI consumers heading to Dublin while RoI consumers escaping to the country
- Great Britain popular for short breaks while consumers head to the sun for longer trips
- Eat, drink, shop – Irish consumers’ top priorities when taking a short break or holiday
The Consumer – Types of Holidays and Short Breaks
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- Irish consumers taking independent short breaks ‘at home’
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- Figure 28: Types of trips that consumers have taken in Northern Ireland and/or the Republic of Ireland in the last 12 months, NI and RoI, September 2015
- RoI men and ABC1s most likely to take an independent short break
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- Figure 29: Consumers that have taken an independent short break (1-3 nights) in Northern Ireland and/or the Republic of Ireland in the last 12 months, by gender and social class, NI and RoI, September 2015
- Independent holiday trips popular for overseas trips
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- Figure 30: Types of trips that consumers have taken overseas in the last 12 months, NI and RoI, September 2015
- RoI Boomers prefer overseas holidays
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- Figure 31: Consumers that have taken an independent holiday (4 or more nights) overseas in the last 12 months, by gender and social class, NI and RoI, September 2015
The Consumer – Places in Ireland Visited
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- Munster popular for short breaks with RoI consumers, while NI consumers prefer Dublin
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- Figure 32: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
- Millennials and late Gen Xers taking short city breaks
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- Figure 33: Consumers that have taken a short break in the city of Belfast, by gender and age, NI and RoI, September 2015
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- Figure 34: Consumers that have taken a short break in the city of Dublin by gender and age, NI and RoI, September 2015
- Short break destinations also popular for longer trips
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- Figure 35: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
The Consumer – Overseas Places Visited
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- Great Britain popular for short breaks
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- Figure 36: Locations visited by consumers for their last short break overseas, NI and RoI, September 2015
- Short breaks to Great Britain appeal to Millennials and late Gen Xers in RoI
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- Figure 37: Consumers that have taken a short break in Great Britain, by gender and age, NI and RoI September 2015
- Irish consumers heading to the sun
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- Figure 38: Locations visited by consumers for their last holiday overseas, NI and, RoI, September 2015
- Mainland Spain popular among young and old RoI consumers
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- Figure 39: Consumers that have visited Spain for a holiday, by gender and age, RoI, September 2015
- RoI Millennials and late Gen Xers taking holidays in Great Britain
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- Figure 40: Consumers that have visited Great Britain for a holiday, by gender and age, NI and RoI, September 2015
The Consumer – Short Break Activities
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- Consumers prefer to eat, drink and shop when on a short break
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- Figure 41: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2015
- Local food and drink important to Boomers
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- Figure 42: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, NI, September 2015
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- Figure 43: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, RoI, September 2015
- Exploring the countryside appeals to the over-45s in NI
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- Figure 44: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, NI, September 2015
- Young RoI consumers are keen explorers
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- Figure 45: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, RoI, September 2015
The Consumer – Holiday Activities
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- Eating, drinking and shopping also the main priorities for consumers while on holiday
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- Figure 46: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2015
- Local dining experience an important part of over-45s holiday
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- Figure 47: Types of activities done by consumers during last holiday (in Ireland or abroad), by Gender and age, NI, September 2015
- Eating in local pubs and restaurants preferred by women and the over-45s in RoI
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- Figure 48: Types of activities done by consumers during last holiday (in Ireland or abroad), by Gender and age, RoI, September 2015
- Irish women keen explorers of towns and cities when on holiday
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- Figure 49: Types of activities done by consumers during last holiday (in Ireland or abroad), by gender and age, NI, September 2015
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- Figure 50: Types of activities done by consumers during last holiday (in Ireland or abroad), by gender and age, RoI, September 2015
- Beach holidays popular among consumers with children of all ages
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- Figure 51: Consumers who relaxed on beach during their last holiday (in Ireland or abroad), by presence of children in the household, NI and RoI, September 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
Appendix – The Consumer
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- NI Toluna
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- Figure 52: Types of trips that consumers have taken in Northern Ireland and/ or the Republic of Ireland in the last 12 months, by demographics, NI, September 2015
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- Figure 53: Types of trips that consumers have taken overseas in the last 12 months, by demographics, NI, September 2015
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- Figure 54: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015
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- Figure 55: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
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- Figure 56: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
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- Figure 57: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015
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- Figure 58: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
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- Figure 59: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
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- Figure 60: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015
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- Figure 61: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015 (continued)
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- Figure 62: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015 (continued)
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- Figure 63: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015
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- Figure 64: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015 (continued)
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- Figure 65: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015 (continued)
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- Figure 66: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015
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- Figure 67: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015 (continued)
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- Figure 68: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015 (continued)
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- Figure 69: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015
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- Figure 70: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015 (continued)
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- Figure 71: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015 (continued)
- RoI Toluna
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- Figure 72: Types of trips that consumers have taken in Northern Ireland and/ or the Republic of Ireland in the last 12 months, by demographics, RoI, September 2015
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- Figure 73: Types of trips that consumers have taken overseas in the last 12 months, by demographics, RoI, September 2015
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- Figure 74: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015
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- Figure 75: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
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- Figure 76: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
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- Figure 77: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015
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- Figure 78: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
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- Figure 79: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
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- Figure 80: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015
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- Figure 81: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015 (continued)
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- Figure 82: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015 (continued)
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- Figure 83: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015
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- Figure 84: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015 (continued)
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- Figure 85: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015 (continued)
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- Figure 86: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015
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- Figure 87: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
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- Figure 88: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
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- Figure 89: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015
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- Figure 90: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
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- Figure 91: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
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