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DOMESTIC VS. OVERSEAS TOURISM - IRELAND - DECEMBER 2017

Published By :

Mintel

Published Date : Dec 2017

Category :

Travel Services

No. of Pages : N/A

Despite economic and political uncertainty and volatility following the Brexit vote, the tourism industry continues to grow in NI and RoI alike as the destinations note an increase in visitor arrivals and tourist expenditure. Personalisation and freedom of choice are highly valued by Irish consumers when it comes to booking short breaks and holidays. They engage in the quest for authentic, meaningful, and memorable experiences by discovering Ireland’s rich heritage, outstanding natural beauty, stunning scenery and landscapes as they visit famous filming locations.

Table of Contents

OVERVIEW
What you need to know
Issues covered in this Report
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total of overnight trips, 000s, NI and RoI, 2012-17
Figure 2: Estimated overseas visitor numbers, IoI, NI and RoI, 2016 and 2017
Figure 3: Estimated domestic visitor numbers, IoI, NI and RoI, 2016 and 2017
Figure 4: Estimated total visitor expenditure, IoI, NI and RoI, 2012-17
Market forecast
Figure 5: Estimated domestic and overseas visitor numbers, IoI, 2012-22
Market drivers
Tourism revenue playing a significant role in IoI economy
Irish consumers more likely to holiday ‘at home’
Irish consumers visit top tourist attractions in record numbers
Brexit posing a threat to Irish tourism sector
Competitive strategies and key markets
The consumer
Independently booked short breaks and holidays the preferred type of getaways amongst Irish consumers
Figure 6: Types of trips undertaken by Irish consumers in Northern Ireland or the Republic of Ireland within the last 12 months, NI and RoI, September 2017
Figure 7: Types of trips undertaken by Irish consumers overseas within the last 12 months, NI and RoI, September 2017
Irish consumers visit capital cities and escape to the countryside
Figure 8: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2017
Figure 9: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2017
Irish consumers visit Great Britain for short breaks, but prefer Spain for overseas holidays
Figure 10: Locations visited by consumers for their last short break overseas, NI and RoI, September 2017
Figure 11: Overseas locations visited by consumers during their last holiday, NI and RoI, September 2017
Irish consumers visiting pubs, shops, parks/gardens and historical attractions during short breaks and holidays
Figure 12: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2017
Figure 13: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2017
THE MARKET – WHAT YOU NEED TO KNOW
Positive outlook on future of Ireland’s tourism
Tourism industry boosts Ireland’s economy
Domestic tourism on the rise
Visitor attractions note record numbers
Impact of Brexit on Irish tourism industry
MARKET SIZE AND FORECAST
Growth in visitor numbers to Ireland
Promising future for Ireland’s tourism industry
Figure 14: Estimated total of overnight trips, 000s, IoI, NI and RoI, 2012-22
Overseas visitor numbers to Ireland on the rise
Figure 15: Estimated overseas visitor numbers, NI and RoI, 2012-22
Increase in visitors holidaying ‘at home’
Figure 16: Estimated domestic visitor numbers, NI and RoI, 2012-22
Domestic tourism in NI
Figure 17: Estimated total of domestic overnight trips, 000s, NI, 2011-16
Domestic tourism in RoI
Figure 18: Estimated total of domestic overnight trips, 000s, RoI 2011-16
Visitor expenditure on the rise
Figure 19: Estimated total visitor expenditure, IoI, NI and RoI, 2012-22
NI visitor spending
Figure 20: Estimated domestic and overseas visitor expenditure, NI, 2012-22
RoI visitor spending
Figure 21: Estimated domestic and overseas visitor expenditure, RoI, 2012-22
MARKET DRIVERS
Tourism as a driver for Ireland’s economy
Growing popularity of staycation
Figure 22: Exchange rates involving Sterling and the euro, January 2016-September 2017
Irish tourist attractions see rise in visitor numbers
Figure 23: Types of activities overseas visitors (including NI) took part in, RoI, 2016
Figure 24: Types of activities domestic holidaymakers took part in, RoI, 2016
Figure 25: Types of activities overseas visitors (including RoI) took part in, NI, 2016
Figure 26: Types of activities domestic holidaymakers took part in, NI, 2016
Giant’s Causeway top attraction in NI
Figure 27: Top 10 visitor attractions, by number of visitors, NI, 2015 and 2016 *
Guinness Storehouse remains top attraction in RoI
Figure 28: Top 10 visitor attractions, by number of visitors, RoI, 2015 and 2016
Brexit and its implications for Ireland’s tourism industry
Figure 29: How consumers feel Brexit will impact their future personal situation, NI and RoI, September 2017
Figure 30: How consumers describe their finances compared to a year ago, NI and RoI, September 2017
COMPETITIVE STRATEGIES AND KEY MARKETS – WHAT YOU NEED TO KNOW
VisitBritain, Italian National Tourist Board and Brand USA seek to disperse tourism benefits
France targeting families for winter tourism
Australia focusing on youth market for tourism growth
Chinese and Indian tourists benefit from UK and Irish government legislation
China National Tourist Administration focuses on the ancient Silk Road for 2017 campaign
COMPETITIVE STRATEGIES AND KEY MARKETS
Great Britain – VisitBritain
Figure 31: Visits made to visitor attractions in membership of Association of Leading Visitor Attractions (ALVA), UK, 2015 and 2016
Germany – The German National Tourist Board
#GermanySimplyInspiring
France – Atout France
Winter in France
US – Brand USA
Plan Your US Trip Now
Spain – Turespaña
Italy – Italian National Tourist Board
Discover Italy
Australia – Tourism Australia
#AussieNewsToday
China – China National Tourist Administration
Beautiful China: 2017 – Year of Silk Road Tourism
India – Ministry of Tourism
COMPANY PROFILES
Tourism NI
Key facts
Marketing activities
Recent developments
Fáilte Ireland
Key facts
Figure 32: Visitors to Ireland, January-September 2016 and 2017
Marketing activities
Meet in Ireland
Recent developments
Tourism Ireland
Key facts
Marketing activities
Global Greening campaign
Recent developments
WHO’S INNOVATING?
Fáilte Ireland develops new segmentation plan to help maximise Brand Ireland
Subscription-based travel apps can leverage new travel segments
Fox Tripper
THE CONSUMER – WHAT YOU NEED TO KNOW
Irish consumers showing preferences towards independently booked short breaks and holidays
City breaks and escapes to the country attracting Irish consumers
GB top overseas spot for short breaks; longer holidays in sunny Spain
Pub, shops, parks and gardens key short break and holiday activities
THE CONSUMER – TYPE OF DOMESTIC AND OVERSEAS BREAKS TAKEN
Independent short breaks preferred by Irish consumers when ‘at home’
Figure 33: Types of trips undertaken by Irish consumers in Northern Ireland or the Republic of Ireland within the last 12 months, NI and RoI, September 2017
Domestic independent short breaks popular amongst Irish men, ABC1s, Millennials and Gen X
Figure 34: Consumers who 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, age and social class, NI and RoI, September 2017
Independent holiday preferred by Irish consumers when ‘away’
Figure 35: Types of trips undertaken by Irish consumers overseas within the last 12 months, NI and RoI, September 2017
Overseas independent holiday preferred by Irish Baby Boomers and more affordable for ABC1s
Figure 36: Consumers who have taken an independent holiday (4 or more nights) overseas in the last 12 months, by age and social class, NI and RoI, September 2017
The profile of Irish non-holidaymakers
Figure 37: Consumers who have not taken any domestic short break and holiday in Northern Ireland and/or the Republic of Ireland in the last 12 months, by gender, age and social class, NI and RoI, September 2017
The rise of female and solo travellers – untapped markets and the opportunities for growth
Figure 38: Types of trips undertaken by Irish consumers in Northern Ireland, the Republic of Ireland or overseas within the last 12 months, by gender, NI and RoI, September 2017
Solo travel low
Figure 39: Types of trips undertaken by Irish consumers in Northern Ireland, the Republic of Ireland or overseas within the last 12 months, by marital status, NI and RoI, September 2017
THE CONSUMER – FAVOURITE DOMESTIC AND OVERSEAS DESTINATIONS
Capital cities are the biggest draw
Figure 40: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2017
Ireland’s capital cities popular among Millennials and Generation X
Figure 41: Consumers who have taken a short break in the City of Belfast or City of Dublin, by gender, age and social class, NI and RoI, September 2017
City breaks and escapes to the country popular holiday destinations for Irish consumers
Figure 42: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2017
Munster and Ulster as popular domestic holiday destinations
Figure 43: Locations visited by consumers for their last holiday in Munster and Ulster, by gender and age, NI and RoI, September 2017
Great Britain number one choice for overseas short breaks
Figure 44: Locations visited by consumers for their last short break overseas, NI and RoI, September 2017
Generation X and Baby Boomers visiting GB
Figure 45: Consumers who have taken a short break to GB, by gender and age, NI and RoI, September 2017
Spain attracting Irish holidaymakers as a holiday destination
Figure 46: Overseas locations visited by consumers during their last holiday, NI and RoI, September 2017
Irish men and Baby Boomers holidaying in mainland Spain
Figure 47: Consumers who have taken a holiday to mainland Spain, by gender, age and social class, NI and RoI, September 2017
THE CONSUMER – TYPE OF ACTIVITIES UNDERTAKEN BY IRISH CONSUMERS
Pub visits, shopping, nature trips and excursions important to short breaks
Figure 48: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2017
Similar activities undertaken for holidays as short breaks
Figure 49: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2017
Irish women and younger Millennials more inclined to shop during short breaks
Figure 50: Shopping done by consumers during last short break and holiday (in Ireland or abroad), by gender and age, NI and RoI, September 2017
Irish men visit the pubs when on a short break, but women more likely to do so while on holiday
Figure 51: Visiting pubs during last short break and holiday (in Ireland or abroad), by gender and age, NI and RoI, September 2017
Irish consumers like to relax on beach when holidaying
Figure 52: Relaxing on a beach during the last holiday (in Ireland or abroad), by gender and age, NI and RoI, September 2017
Men interested in visiting historical attractions
Figure 53: Visiting historical attractions during last short break and holiday (in Ireland or abroad), by gender and age, NI and RoI, September 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Consumer research
Data sources
Market size rationale
Abbreviations

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