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Domestic vs Overseas Tourism - Ireland - November 2015

Domestic vs Overseas Tourism - Ireland - November 2015

“Authenticity and discovery are important to Irish consumers when taking a short break or holiday. As such, promoting the various cuisines that are unique to the different Irish regions, through initiatives such as the upcoming 2016 Year of Food in NI, and providing opportunities to venture off the beaten track to explore and experience the lesser-seen Ireland will further boost the appeal of the region to both domestic and overseas consumers.”

– James Wilson, Research Analyst

This report answers the following questions:

What types of trips are Irish consumers taking within Ireland?
Where are Irish consumers taking short breaks and holidays?
What do Irish consumers like to do when taking a short break or holiday?
What are the main drivers of the Irish tourism industry?


OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total visitor expenditure, % of total, NI and RoI, 2015
Forecast
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
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
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
Figure 5: Locations visited by consumers for their last short break in Northern Ireland or the Republic of
Ireland, NI and RoI, September 2015
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
Figure 7: Locations visited by consumers for their last short break overseas, NI and RoI, September
2015
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
Figure 9: Types of activities done by consumers during last short break (in Ireland or abroad), NI and
RoI, September 2015
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
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
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
Visitors numbers to Ireland continue growing in 2015
Figure 11: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2010-20
2015 to see strong growth in overseas visitors
Figure 12: Overseas visitor numbers, IoI, NI and RoI, 2010-20
Domestic trips remain popular among Irish consumers
Figure 13: Domestic visitor numbers, IoI, NI and RoI, 2010-20
Visitor spending to increase during 2015
Figure 14: Estimated total visitor expenditure, IoI, NI and RoI, 2010-20
Overseas visitors driving tourism spending in NI
Figure 15: Estimated domestic and overseas visitor expenditure, NI, 2010-20
Overseas visitors spending €375 on average in RoI
Figure 16: Estimated domestic and overseas visitor expenditure, RoI, 2010-20
MARKET DRIVERS
Strength of the Sterling a boost for GB and NI consumers visiting RoI
Figure 17: Annualised exchange rates involving Pound Sterling, the Euro and the US Dollar, 2010-15*
Hotel prices continue to grow in 2015
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
Figure 20: Post Office City Costs Barometer, 2012-15
Cost of air travel falls for RoI consumers; increases for NI consumers
Figure 21: Average yearly inflation rate of air passenger transport, UK (including NI) and RoI, 2010-15*
Figure 22: Price of UK Brent crude oil per barrel in US Dollars ($), 2011-15*
Visitor attractions in RoI see positive growth in 2014
Figure 23: Visitors to top 10 fee- and non-fee-charging tourist attractions, RoI, 2013-14
Giant’s Causeway remains top attraction in NI
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
Figure 25: Financial health of Irish consumers, RoI, October 2014-September 2015
NI consumers still struggling financially
Figure 26: Financial health of Irish consumers, NI, October 2014-September 2015
COMPETITIVE STRATEGIES – WHAT YOU NEED TO KNOW
Great Britain
Ireland
Northern Ireland
Republic of Ireland
Germany
USA
France
Spain
COMPETITIVE STRATEGIES – KEY MARKETS
Market Focus – Great Britain
VisitBritain
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
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
Irish consumers taking independent short breaks ‘at home’
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
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
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
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
Munster popular for short breaks with RoI consumers, while NI consumers prefer Dublin
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
Figure 33: Consumers that have taken a short break in the city of Belfast, by gender and age, NI and
RoI, September 2015
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
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
Great Britain popular for short breaks
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
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
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
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
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
Consumers prefer to eat, drink and shop when on a short break
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
Figure 42: Types of activities done by consumers during last short break (in Ireland or abroad), by
gender and age, NI, September 2015
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
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
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
Eating, drinking and shopping also the main priorities for consumers while on holiday
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
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
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
Figure 49: Types of activities done by consumers during last holiday (in Ireland or abroad), by gender
and age, NI, September 2015
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
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
Data sources
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna
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
Figure 53: Types of trips that consumers have taken overseas in the last 12 months, by demographics,
NI, September 2015
Figure 54: Locations visited by consumers for their last short break in Northern Ireland or the Republic
of Ireland, by demographics, NI, September 2015
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)
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)
Figure 57: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, NI, September 2015
Figure 58: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, NI, September 2015 (continued)
Figure 59: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, NI, September 2015 (continued)
Figure 60: Locations visited by consumers for their last short break overseas, by demographics, NI,
September 2015
Figure 61: Locations visited by consumers for their last short break overseas, by demographics, NI,
September 2015 (continued)
Figure 62: Locations visited by consumers for their last short break overseas, by demographics, NI,
September 2015 (continued)
Figure 63: Locations visited by consumers for their last holiday overseas, by demographics, NI,
September 2015
Figure 64: Locations visited by consumers for their last holiday overseas, by demographics, NI,
September 2015 (continued)
Figure 65: Locations visited by consumers for their last holiday overseas, by demographics, NI,
September 2015 (continued)
Figure 66: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, NI, September 2015
Figure 67: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, NI, September 2015 (continued)
Figure 68: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, NI, September 2015 (continued)
Figure 69: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, NI, September 2015
Figure 70: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, NI, September 2015 (continued)
Figure 71: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, NI, September 2015 (continued)
RoI Toluna
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
Figure 73: Types of trips that consumers have taken overseas in the last 12 months, by demographics,
RoI, September 2015
Figure 74: Locations visited by consumers for their last short break in Northern Ireland or the Republic
of Ireland, by demographics, RoI, September 2015
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)
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)
Figure 77: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, RoI, September 2015
Figure 78: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, RoI, September 2015 (continued)
Figure 79: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of
Ireland, by demographics, RoI, September 2015 (continued)
Figure 80: Locations visited by consumers for their last short break overseas, by demographics, RoI,
September 2015
Figure 81: Locations visited by consumers for their last short break overseas, by demographics, RoI,
September 2015 (continued)
Figure 82: Locations visited by consumers for their last short break overseas, by demographics, RoI,
September 2015 (continued)
Figure 83: Locations visited by consumers for their last holiday overseas, by demographics, RoI,
September 2015
Figure 84: Locations visited by consumers for their last holiday overseas, by demographics, RoI,
September 2015 (continued)
Figure 85: Locations visited by consumers for their last holiday overseas, by demographics, RoI,
September 2015 (continued)
Figure 86: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, RoI, September 2015
Figure 87: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, RoI, September 2015 (continued)
Figure 88: Types of activities done by consumers during last short break (in Ireland or abroad), by
demographics, RoI, September 2015 (continued)
Figure 89: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, RoI, September 2015
Figure 90: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, RoI, September 2015 (continued)
Figure 91: Types of activities done by consumers during last holiday (in Ireland or abroad), by
demographics, RoI, September 2015 (continued)
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Definitions
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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