Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Adventure and Outdoor Tourism - Ireland - May 2012

In both 2009 and 2010, Ireland has been ranked in the Adventure Travel Trade Association’s Adventure Tourism Development Index as one of the top ten developed countries in the world with the potential to become a major adventure tourism destination. The natural environment of Ireland is suitable for a wide range of outdoor activities, having mountainous regions, open grassland and forest spaces, and access to both inland waterways and loughs, and the open sea.

With an estimated value of £90-100 million in NI and €1.3-1.5 billion in RoI for 2012, outdoor and adventure tourism has been identified as a key development area in both NI and RoI. ‘Soft adventure’ activities have some of the greatest potential for growth across Ireland, whilst marine tourism is also an area of key focus for RoI tourism bodies.

Almost two thirds of all participants in outdoor and adventure tourism in both NI and RoI are domestic visitors. However, despite being in the minority in terms of visitor numbers, overseas visitors generate significantly more revenue when engaging in activity tourism in Ireland.

Some questions answered in this report include:

  • Which outdoor and adventure activities appeal most to tourists in Ireland? – Do visitors prefer more extreme types of activities or more relaxing endeavours?
  • What can Ireland offer to differentiate it from other countries in the provision of outdoor and adventure activities? – What can Ireland offer overseas visitors that other potential tourism destinations can’t? What is the best way to help Ireland stand out as an adventure tourism destination?
  • What factors are driving interest in the sector? – Is health and fitness driving the need for outdoor activities, or is the need for something new and adventurous driving the market?
  • What types of activities and breaks are competing with the outdoor and adventure tourism sector? – What threat is posed by alternative offerings, such as heritage tourism and traditional types of holiday?
  • Is usage of outdoor and adventure tourism affected by cost concerns? Has the recession impacted expenditure? – What barriers do cost present to visitors?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Data sources
            • Abbreviations
            • Insights and Opportunities

              • Golf identified as a key growth area
                • Paintball has potential
                  • Partnership opportunities
                  • Market in Brief

                    • Domestic tourists are the primary market
                      • Highest participation in free activities
                        • Caving and bouldering unpopular
                          • RoI consumers value being active
                            • Physical activity more important for those with children
                              • Activity tourism often an afterthought
                              • Fast Forward Trends

                                  • Trend 1: Agelessness
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                          • Trend 2: Immaterial World
                                            • What’s it about?
                                              • What we’ve seen
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • Major walking destination
                                                      • Natural amenities
                                                        • Rural landscape
                                                          • Figure 1: Most important factors influencing the choice of Ireland as a holiday destination amongst overseas visitors, RoI, 2010
                                                        • An island nation
                                                          • High potential
                                                            • Figure 2: Top 10 developed countries with the highest potential for adventure tourism development, 2009 and 2010
                                                          • Staycations on the rise
                                                            • Figure 3: Agreement with the statement ‘I like to take holidays in my own country rather than abroad’, NI and RoI, 2011
                                                          • Making memories
                                                            • Major events
                                                              • ni2012 campaign
                                                                • Figure 4: Projected increase in visitor numbers, revenue and jobs created in the NI tourism sector, NI, 2012-2015
                                                              • The Gathering
                                                                • Olympic year
                                                                  • Targeting Londoners
                                                                    • Uptake in activities
                                                                    • Broader Market Environment

                                                                      • Key points
                                                                        • Ageing population…
                                                                          • Figure 5: Population, by age, NI, 2010-56
                                                                          • Figure 6: Population, by age, RoI, 2006-41
                                                                        • … is good for tourism
                                                                          • Figure 7: Holiday or short break taken in the last 12 months, by age, NI and RoI, 2011
                                                                        • Birth rates continue to rise
                                                                          • Figure 8: Population statistics, by age group, RoI, 2002-11
                                                                          • Figure 9: Local Authority Fertility statistics 2009
                                                                        • 2012 set to be a difficult year financially
                                                                          • Figure 10: Economic Outlook, NI and RoI, 2010-13
                                                                        • The tourism sector is a valuable contributor to GDP
                                                                          • Figure 11: Total tourism revenues, RoI and NI, 2007-11
                                                                        • Overseas visitors constitute a smaller market with higher financial returns
                                                                          • Figure 12: Percentage of visitors partaking in activity tourism in RoI, by source region, 2008
                                                                        • Rising travel costs
                                                                          • Figure 13: Indexed price of crude oil (per barrel), May 2009-May 2012
                                                                        • Weather permitting
                                                                          • Figure 14: Irish weather data – annual average figures, 2011
                                                                        • Unhealthy lifestyles
                                                                            • Figure 15: Agreement with the statement ‘I should do more about my health’, by age group, 2011
                                                                          • Sedentary society
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Health and wellness tourism
                                                                                • Types of holidays chosen
                                                                                  • Figure 16: Agreement with statements relating to activities enjoyed whilst on holiday, by age, NI and RoI, 2011
                                                                                  • Figure 17: Types of holidays taken in the past 12 months by all consumers, NI and RoI
                                                                                • Food Tourism
                                                                                  • Irish Food Festivals
                                                                                  • Market Overview

                                                                                    • Key points
                                                                                      • Growing visitor numbers
                                                                                        • Figure 18: Estimated domestic visitor numbers, IoI, RoI and NI, 2007-17
                                                                                        • Figure 19: Estimated overseas visitor numbers, IoI, RoI and NI, 2007-17
                                                                                      • Total tourist revenue set to grow for 2012
                                                                                        • Figure 20: Estimated revenue generated from domestic visitors, IoI, RoI and NI, 2007-17
                                                                                        • Figure 21: Estimated revenue generated from overseas visitors, IoI, RoI and NI, 2007-17
                                                                                      • Domestic tourism is more popular in RoI…
                                                                                        • Figure 22: Breakdown of domestic and overseas tourists, by visitor numbers, NI and RoI, 2012
                                                                                      • … whilst NI depends more on GB market
                                                                                        • Figure 23: Percentage of overseas visitors, by country of origin, NI and RoI, 2010
                                                                                      • Activity tourism in RoI heavily reliant on domestic trade
                                                                                        • Figure 24: Total visitor numbers and expenditure on activity tourism in RoI, 2008-09
                                                                                        • Figure 25: Source markets for visitors engaging in activity tourism, RoI, 2009
                                                                                        • Figure 26: Breakdown of expenditure on adventure and activity tourism, by overseas visitors to RoI, 2010
                                                                                      • NI activity tourism market comparatively weaker than RoI
                                                                                      • Strengths and Weaknesses

                                                                                        • Strengths
                                                                                          • Weaknesses
                                                                                          • Who’s Innovating?

                                                                                            • Key points
                                                                                              • Adventureland Weekend helps boost adventure tourism in NI
                                                                                                • The Adventure Weekend helps to promote RoI adventure activity participation
                                                                                                  • Segway NI offers a different way to take a tour
                                                                                                    • B&B Ireland launches activity holidays categorisation
                                                                                                      • Adventure Spa development
                                                                                                        • Red Bull Cliff Diving World Series
                                                                                                        • Companies and Products

                                                                                                          • Key points
                                                                                                            • Tourism authorities
                                                                                                              • Failté Ireland
                                                                                                                • Northern Ireland Tourist Board (NITB)
                                                                                                                  • Tourism Ireland
                                                                                                                    • Outdoor Recreation Northern Ireland (formerly Countryside Access and Activities Network)
                                                                                                                      • Adventure and outdoor activity providers
                                                                                                                        • Todds Leap
                                                                                                                          • Adventure Tours NI
                                                                                                                            • GASP – Surfin Dirt
                                                                                                                              • The Jungle NI
                                                                                                                                • Ballyhass Lakes
                                                                                                                                  • Electric Escapes
                                                                                                                                    • Explore Ireland Tours
                                                                                                                                      • Killary Adventure Company
                                                                                                                                        • Kippure Adventure Centre
                                                                                                                                          • Lahinch Surf School
                                                                                                                                            • Skydive Ireland
                                                                                                                                              • The Adventure Agency
                                                                                                                                                • The Adventure Islands
                                                                                                                                                  • Vagabond Tours
                                                                                                                                                    • Xtreme.ie
                                                                                                                                                      • Segway Adventures
                                                                                                                                                      • The Consumer – Usage of Outdoor and Adventure Activities

                                                                                                                                                        • Key points
                                                                                                                                                          • Activities without equipment popular
                                                                                                                                                              • Figure 27: Activities which consumers have taken part in whilst on holiday in Ireland, NI and RoI, June 2012
                                                                                                                                                            • Walking dominates
                                                                                                                                                                • Figure 28: Consumers who have taken part in hiking/walking when on a holiday or short break in Ireland, by age, NI and RoI, June 2012
                                                                                                                                                              • Many activities popular with both genders, but order of preference changes
                                                                                                                                                                  • Figure 29: Top 10 activities previously done, by consumers, by gender, NI and RoI, June 2012
                                                                                                                                                                • NI and RoI consumers interested in trying different things
                                                                                                                                                                  • Figure 30: Activities which consumers have never done, but would consider doing on a future holiday in Ireland, NI and RoI, June 2012
                                                                                                                                                                • Extreme activities favoured by younger consumers
                                                                                                                                                                  • Figure 31: Most popular activities which consumers have not done, but may consider doing in future, by age, NI and RoI, June 2012
                                                                                                                                                                • RoI women more encouraged to try new outdoor pursuits
                                                                                                                                                                    • Figure 32: activities which women are more likely than men to consider engaging with in the future, NI and RoI, June 2012
                                                                                                                                                                    • Figure 33: Consumers who have never tried parachuting/sky-diving/gliding, but would consider doing so in future, by gender, NI and RoI, June 2012
                                                                                                                                                                  • Caving and bouldering least likely type of activity for Irish consumers
                                                                                                                                                                    • Figure 34: Activities which consumers have never done and would never consider doing whilst on holiday in Ireland, NI and RoI, June 2012
                                                                                                                                                                  • Fear keeping consumers from caving
                                                                                                                                                                    • Figure 35: Consumers who have never gone caving/bouldering and would never do this, by work status, NI and RoI, June 2012
                                                                                                                                                                  • Golf and fishing split interest in men and women
                                                                                                                                                                  • The Consumer – Attitudes towards Outdoor and Adventure activities

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Families with children less interested in relaxing holidays
                                                                                                                                                                          • Figure 36: Agreement with the statement ‘I prefer relaxing activities and attractions when on a holiday or short break’, by age, NI and RoI, June 2012
                                                                                                                                                                          • Figure 37: Agreement with the statement ‘I prefer relaxing activities and attractions when on a holiday or short break’, by presence of children in the household, NI and RoI, June 2012
                                                                                                                                                                        • RoI consumers more constrained by costs
                                                                                                                                                                          • Figure 38: Agreement with statements relating to expenditure on outdoor activities, by all consumers, NI and RoI, June 2012
                                                                                                                                                                        • Older consumers not motivated by value
                                                                                                                                                                          • Figure 39: Agreement with the statement ‘I look for the best value option when planning how to spend my free time’, by age, NI and RoI, June 2012
                                                                                                                                                                        • Men more likely to engage in adventure pursuits
                                                                                                                                                                          • Figure 40: Agreement with the statement ‘I frequently engage in adventure activities (eg climbing, cycling etc), by age, NI and RoI, June 2012
                                                                                                                                                                        • Holiday activities more spontaneous than planned
                                                                                                                                                                          • Figure 41: Agreement with statements about trying out activities whilst on holiday, by all consumers, NI and RoI, June 2012
                                                                                                                                                                        • Less than half of Irish consumers enjoy outdoor activities
                                                                                                                                                                            • Figure 42: Agreement with the statement ‘I prefer activities that take place outdoors’, by gender, NI and RoI, June 2012
                                                                                                                                                                          • Fitness more important to RoI holiday-makers
                                                                                                                                                                            • Figure 43: Agreement with the statement ‘I try as much as I can to take part in activities that promote fitness’, by age, NI and RoI, June 2012
                                                                                                                                                                          • Family breaks more important for those with children
                                                                                                                                                                            • Figure 44: Agreement with the statement ‘I select adventure/outdoor activities that are suitable for my family’, by presence of children in household, NI and RoI, June 2012
                                                                                                                                                                          • Provision deemed better amongst NI consumers
                                                                                                                                                                            • Figure 45: Agreement with the statement ‘NI/RoI has a good variety of outdoor activities to take part in’, by gender, NI and RoI, June 2012
                                                                                                                                                                          • Women more concerned about dangerous activities
                                                                                                                                                                            • Figure 46: Agreement with the statement ‘I would never take part in activities that are dangerous’, by gender, NI and RoI, June 2012
                                                                                                                                                                        • Consumer Typologies

                                                                                                                                                                          • RoI Target Groups
                                                                                                                                                                            • Figure 47: Consumer typologies, RoI, June 2012
                                                                                                                                                                          • Uninterested
                                                                                                                                                                            • Adventurous
                                                                                                                                                                              • Price Sensitive
                                                                                                                                                                                • Relaxers
                                                                                                                                                                                  • NI Target Groups
                                                                                                                                                                                    • Figure 48: Consumer Typologies, NI, June 2012
                                                                                                                                                                                  • Unengaged
                                                                                                                                                                                    • Safety Conscious
                                                                                                                                                                                      • Easy Going
                                                                                                                                                                                        • Outdoor Enthusiasts
                                                                                                                                                                                        • Appendix

                                                                                                                                                                                          • RoI
                                                                                                                                                                                            • Figure 49: Consumers who have taken part/would take part in climbing/mountaineering when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 50: Consumers who have taken part/would take part in caving/bouldering when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 51: Consumers who have taken part/would take part in cycling/mountain biking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 52: Consumers who have taken part/would take part in diving when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 53: Consumers who have taken part/would take part in Surfing/jet skiing/windsurfing/etc when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 54: Consumers who have taken part/would take part in canoeing/kayaking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 55: Consumers who have taken part/would take part in hiking/walking when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 56: Consumers who have taken part/would take part in parachuting/sky diving/gliding when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 57: Consumers who have taken part/would take part in sailing/boating activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 58: Consumers who have taken part/would take part in skiing/other snow based activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 59: Consumers who have taken part/would take part in golf when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 60: Consumers who have taken part/would take part in angling/fishing when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 61: Consumers who have taken part/would take part in horse riding/equestrian pursuits when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 62: Consumers who have taken part/would take part in paintball when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 63: Consumers who have taken part/would take part in sports (eg football/rugby) when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 64: Consumers who have taken part/would take part in other types of activities when on a holiday or short break in Ireland, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 65: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 66: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, June 2012 (continued)
                                                                                                                                                                                            • Figure 67: Consumer typologies, by demographics, RoI, June 2012
                                                                                                                                                                                            • Figure 68: Agreement with statements relating to adventure and outdoor tourism, by consumer typologies, RoI, June 2012
                                                                                                                                                                                          • NI
                                                                                                                                                                                            • Figure 69: Consumers who have taken part/would take part in climbing/mountaineering when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 70: Consumers who have taken part/would take part in caving/bouldering when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 71: Consumers who have taken part/would take part in cycling/mountain biking when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 72: Consumers who have taken part/would take part in diving when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 73: Consumers who have taken part/would take part in surfing/jet skiing/windsurfing/etc when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 74: Consumers who have taken part/would take part in canoeing/kayaking when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 75: Consumers who have taken part/would take part in hiking/walking when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 76: Consumers who have taken part/would take part in parachuting/sky diving/gliding when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 77: Consumers who have taken part/would take part in sailing/boating activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 78: Consumers who have taken part/would take part in skiing/other snow based activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 79: Consumers who have taken part/would take part in golf when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 80: Consumers who have taken part/would take part in angling/fishing when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 81: Consumers who have taken part/would take part in horse riding/equestrian pursuits when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 82: Consumers who have taken part/would take part in paintball when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 83: Consumers who have taken part/would take part in sports (eg football/rugby) when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 84: Consumers who have taken part/would take part in other types of activities when on a holiday or short break in Ireland, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 85: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 86: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                            • Figure 87: Consumer typologies, by demographics, NI, June 2012
                                                                                                                                                                                            • Figure 88: Agreement with statements relating to adventure and outdoor tourism, by consumer typologies, NI, June 2012

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                        Adventure and Outdoor Tourism - Ireland - May 2012

                                                                                                                                                                                        £1,095.00 (Excl.Tax)