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EVENTS TOURISM - IRELAND - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Travel Services

No. of Pages : N/A

The events market in Ireland has experienced significant growth in recent years which is projected to continue but with safety concerns and secondary ticketing sites driving up ticket prices, event organisers are under more pressure to deliver on the ‘experience’ factor.

Table of contents
OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated market value for events tourism, NI and RoI, 2013-23
Forecast
Figure 2: Estimated market value for events tourism, NI and RoI, 2013-23
Market drivers
Consumer confidence peaks in RoI while NI is worried
Travelling to events creates uncertainty post-Brexit
Online secondary ticket marketplaces cause controversy
Safety concerns event-goers
Innovations
The consumer
Sports events prove most popular in RoI
Figure 3: Types of music events or festivals consumers have attended in the last two years, NI and RoI, April 2018
Convenience is the greatest driver for more attendance at events
Figure 4: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, April 2018
Technology advancements prove attractive
Figure 5: Attitudes towards events and festivals, NI and RoI, April 2018
THE MARKET – WHAT YOU NEED TO KNOW
Events market set for growth in 2018
Brexit hits consumer confidence in NI
Travelling out of the UK concerns consumers
Secondary ticketing sites receive backlash
Safety becomes a concern for attending events
MARKET SIZE AND FORECAST
Events market estimated for 1.4% growth in 2018
Figure 6: Estimated market value for events tourism, IoI, NI and RoI, 2013-23
Figure 7: Estimated market value for events tourism, NI and RoI, 2013-23
Secondary spending accounts for 23% of events market
Figure 8: Estimated IoI events tourism market, by segment, 2013-18
29.8 million visitors projected by 2023
Figure 9: Estimated total visitor numbers, IoI, NI and RoI, 2013-23
MARKET DRIVERS
Consumer confidence peaks in RoI while NI remains unsure
Figure 10: How consumers think the general economic condition of the country will change over the next 12 months, NI and RoI, April 2017-March 2018
Travelling to events creates uncertainty post-Brexit
Figure 11: Consumer agreement with the statement ‘Brexit will make it harder to attend festivals or events outside my country’, by region, NI, April 2018
Figure 12: Consumer agreement with the statement ‘Brexit will make it harder to attend festivals or events outside my country’, by region, RoI, April 2018
Online secondary ticket marketplaces offer a solution but at what cost?
Figure 13: Consumer agreement with the statement ‘Secondary ticketing drives up the costs of festivals/events’, by gender and age, NI and RoI, April 2018
Irish government seeks to crackdown on resale
Safety concerns event-goers
Figure 14: Agreement with the statement ‘It’s easy to feel unsafe at a concert/ festival’, by gender and age, NI and RoI, April 2018
Cost of security could impact some events/ festivals
COMPANIES AND INNOVATIONS – WHAT YOU NEED TO KNOW
Film festivals preparing the next generation of producers
In-festival experience becoming increasingly digitised
Irish events operators must adjust to, and integrate, technology into event planning
WHO’S INNOVATING?
Dingle International Film Festival bringing virtual reality to Irish film making industry
Data being used to personalise festival tracking apps
Wristbands increasingly being used throughout festivals
AI brings people into the moment: Spotlight on Snapchat’s Crowd Surf
THE CONSUMER – WHAT YOU NEED TO KNOW
Sports events prove most popular in RoI
Convenience is the greatest driver for more attendance at events
Technology advancements prove attractive
TYPES OF EVENTS AND FESTIVALS ATTENDED
Sports events prove most popular in RoI
Figure 15: Types of music events or festivals consumers have attended in the last two years, NI and RoI, April 2018
Growth in attendance of Irish food events
Almost twice as many men attend sports events compared to women
Figure 16: Consumers who have attended a sports event/festival (eg The Open) event in the last two years, by gender, NI and RoI, April 2018
Millennials top demographic at pop concerts
Figure 17: Consumers who have attended a pop/dance/rave music event in the last two years, by gender and age, NI and RoI, April 2018
Figure 18: Consumers who agree that a free Wi-Fi access would encourage them to attend more events of festivals, by age, NI and RoI, April 2018
City dwellers least likely to attend a country fair
Figure 19: Consumers who have attended a countryside fair/show (eg Balmoral show) in the last two years, by region, NI and RoI, April 2018
FACTORS THAT WOULD ENCOURAGE CONSUMERS TO ATTEND MORE EVENTS
Around half of consumers seek better transport and parking
Figure 20: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, April 2018
Convenience is the most encouraging pull towards events
Figure 21: Consumers who agree that ‘Events taking place in my local area’ would encourage them to attend more events or festivals, by age and gender, NI and RoI, April 2018
A third of consumers want family-friendly atmosphere
Figure 22: Consumers who agree that a ‘family-friendly atmosphere’ would encourage them to attend more events or festivals, by gender, NI and RoI, April 2018
Figure 23: Agreement with the statement ‘There should be more guidance on what festivals/concerts are family-friendly’, by presence of children in the household, NI and RoI, April 2018
Food and drink enhances the event ‘experience’
Figure 24: Consumers who agree that a ‘Wider selection of food and drink on sale’ would encourage them to attend more events or festivals, by gender, NI and RoI, April 2018
ATTITUDES TOWARDS EVENTS
Six in 10 Irish consumers want to know about family-friendly events
Figure 25: Attitudes towards events and festivals, NI and RoI, April 2018
Cashless wristbands prove attractive
Figure 26: Consumer agreement with the statement ‘More events/festivals should use contactless payments instead of cash’, by gender and age, NI and RoI, April 2018
Younger consumers interested in an app to keep track of events
Figure 27: Consumer agreement with the statement ‘An app that keeps track of festival events/directions to events would be very appealing’, by age, NI and RoI, April 2018
Greater social responsibility demanded at events
Figure 28: Consumer agreement with the statements ‘Concerts/festivals should do more to work with good causes (eg cancer awareness)’ and ‘More should be done to address the environmental costs of festivals/concerts’, NI and RoI, April 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Generational cohort definitions
Abbreviations

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