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OUTDOOR ACTIVITIES - IRELAND - JULY 2019

Published By :

Mintel

Published Date : Jul 2019

Category :

Travel Services

No. of Pages : N/A

Outdoor activities are recreational activities engaged in out of doors, most commonly in natural settings. Outdoor activities include visiting national parks, fishing, camping, snowboarding and hiking among others. The activities themselves, such as fishing, hiking and sailing for example, characteristically determine where these activities are undertaken.

“Irish consumers show a preference for leisurely activities over activities that are more physically demanding. This suggests that they are looking to unwind when taking part in outdoor pursuits. Activities that enable Irish consumers to escape their increasingly busier lifestyles, reconnect with the ‘real world’ and relax will hold strong appeal.”

Table of contents
OVERVIEW
What you need to know
Issues covered in the Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated value of outdoor activities, NI and RoI, 2014-19
Forecast
Figure 2: Indexed estimated value of outdoor activities, NI and RoI, 2014-24
Market factors
Tourism growth a positive for outdoor activity providers
Outdoor activities can help alleviate consumers’ stress
Better weather provides growth opportunities for outdoor activities sector
Irish consumers’ spending power continues to decline
Companies, brands and innovations
The consumer
Consumers show preference for relaxing outdoor activities
Figure 3: Participation in outdoor activities, NI and RoI, March 2019
Irish consumers regularly walk and hike
Figure 4: Frequency of engaging in outdoor activities, NI and RoI, March 2019
Participation in outdoor activities impacted by weather conditions
Figure 5: Attitudes towards outdoor activities, NI and RoI, March 2019
What we think
THE MARKET – WHAT YOU NEED TO KNOW
2019 to see value of outdoor activities market increase
Cost of equipment for outdoor activities falling in RoI, increasing in NI
Irish consumers less financially secure
Improving weather conditions positive for outdoor activities sector
MARKET SIZE AND FORECAST
Outdoor activity sector to grow in 2019
Figure 6: Estimated value of outdoor activities, IoI, NI and RoI, 2014-24
Growth in outdoor activity sector expected to continue through to 2024
Figure 7: Indexed estimated value of outdoor activities, NI and RoI, 2014-24
MARKET DRIVERS
Outdoor activity equipment prices rising in the UK/NI
Figure 8: Consumer price inflation (CPI) vs equipment for sport and open-air recreation, UK (including NI), April 2018-April 2019
Figure 9: Consumer price inflation (CPI) vs equipment for sport and open-air recreation, RoI, April 2018-April 2019
Squeeze on personal finances continues in 2019
Figure 10: Financial health of Irish consumers, NI, March 2018 and March 2019
Figure 11: Financial health of Irish consumers, RoI, March 2018 and March 2019
Visitor numbers to Ireland continue growing
Figure 12: Estimated total visitor numbers, IoI, NI, and RoI, 2014-24
Higher stress levels an opportunity for outdoor activity providers
Figure 13: Consumers who report being stressed at work, RoI, 2010 and 2015
Figure 14: Consumers taking part in exercise or playing sport to deal with anxiety or stress, NI and RoI, June 2018
Weather conditions improving across Ireland
Figure 15: Weather data, annual average figures, NI, 2014-18
Figure 16: Weather data, annual average figures, RoI, 2014-18
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Center Parcs opens first Irish holiday park
Fáilte Ireland invests in Kylemore Abbey
Food becoming a focus area of outdoor tourism
Irish outdoor activity providers considering inclusivity strategies
WHO’S INNOVATING?
Challenge-based activities taking hold amongst Irish consumers
Water parks gaining traction across Ireland
Ski Club of Ireland offering walking activities
COMPETITIVE STRATEGIES – KEY PLAYERS
Tourism authorities
Tourism Ireland
Key facts
Promoting outdoor activities
Recent developments
Tourism NI
Key facts
Promoting outdoor activities
Recent developments
Fáilte Ireland
Key facts
Promoting outdoor activities
Recent developments
Ireland Association for Adventure Tourism (IAAT)
Key facts
Promoting outdoor activities
Outdoor Recreation NI
Key facts
Promoting outdoor activities
Recent developments
Outdoor activity operators
Belfast Zoological Gardens
Key facts
Activities
Recent developments
Center Parcs Longford
Key facts
Activities
Recent developments
Dublin Zoo
Key facts
Activities
Recent developments
Extreme Ireland Adventures
Key facts
Activities
Ireland Walk Hike Bike
Key facts
Activities
Recent developments
Jungle NI
Key facts
Activities
Recent developments
Lahinch Surf School
Key facts
Activities
Recent developments
Vagabond
Key facts
Activities
Recent developments
THE CONSUMER – WHAT YOU NEED TO KNOW
Leisurely activities favoured by Irish consumers
Irish consumers regularly taking part in walking and hiking activities
Consumers want to take part in more outdoor activities but cost is a barrier
PARTICIPATION IN OUTDOOR ACTIVITIES
Parks and beaches popular outdoor activities
Figure 17: Participation in outdoor activities, NI and RoI, March 2019
Parks and forest parks popular among Millennials
Figure 18: Consumers who have visited parks and forest parks in the last 12 months, by generation, NI and RoI, March 2019
Participation in outdoor activities tied to affluence
Figure 19: Participation in outdoor activities, by social class, NI, March 2019
Figure 20: Participation in outdoor activities, by social class, RoI, March 2019
FREQUENCY OF PARTICIPATING IN OUTDOOR ACTIVITIES
Walking and hiking the outdoor activity of choice for Irish consumers
Figure 21: Frequency of engaging in outdoor activities, NI and RoI, March 2019
Parks and forest parks popular among younger consumers
Figure 22: Frequency consumers have visited a park/forest park in the last 12 months, by generation, RoI, March 2019
City dwellers show preference for walking and hiking in urban areas
Figure 23: Frequency consumers have walked/hiked in a city/town in the last 12 months, by area, RoI, March 2019
Figure 24: Frequency consumers have walked/hiked in the countryside in the last 12 months, by area, RoI, March 2019
ATTITUDES TOWARDS OUTDOOR ACTIVITIES
Weather prevents outdoor activity participation
Figure 25: Attitudes towards outdoor activities, NI and RoI, March 2019
Women looking for family-oriented outdoor activities
Figure 26: Agreement with the statement ‘I prefer outdoor activities that are suitable for my whole family’, by gender, NI and RoI, March 2019
Outdoor activities influence young consumers’ holiday destination
Figure 27: Agreement with the statement ‘I often choose where to go on holiday based on which outdoor activities I wish to undertake’, by age, NI and RoI, March 2019
Affluent consumers favour local providers for outdoor activities
Figure 28: Agreement with the statement ‘I would take part in more outdoor activities if they were available in my local area’, by social class, NI and RoI, March 2019
Figure 29: Agreement with the statement ‘I would like more information about the outdoor activities in my local area’, by social class, NI and RoI, March 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Generational cohort definitions
Abbreviations

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