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Culture and Heritage Tourism - Ireland - January 2014

“As an increasing number of Irish and overseas visitors use smartphones and tablets, culture and heritage sites in NI and RoI that integrate augmented reality smartphone apps that enable consumers to experience the sights and sounds of events from the past, could help to enhance the ‘edutainment’ value of their service and grow visitor numbers.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • Which types of culture and heritage sites offer the greatest appeal to Irish consumers?
  • Does technology play a role in the culture and heritage tourism industry?
  • What factors are important to Irish consumers when visiting culture and heritage attractions?
  • What is the overall size of the tourism market in Ireland?
  • What are the alternatives to culture and heritage tourism?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Indexed estimated total visitor numbers, IoI, NI and RoI, 2009-19
                • Forecast
                  • Figure 2: Indexed estimated total visitor expenditure, IoI, NI and RoI, 2009-19
                • Market factors
                  • Smartphones can enhance culture and heritage proposition
                    • Local attractions a key aspect of culture and heritage tourism
                      • Internet a key channel for culture and heritage tourism sector
                        • Social networking sites driving real-time peer-to-peer promotion
                          • Demonstrating value could encourage cash-constrained consumers to visit culture and heritage sites
                            • Roaming charges an issue for culture and heritage tourism industry
                              • Companies, brands and innovations
                                • The consumer
                                  • Cathedrals and churches most popular culture and heritage attractions
                                    • Figure 3: Types of culture and heritage attractions visited in the last 12 months, by demographics, NI and RoI, January 2014
                                  • Consumers use the internet to research culture and heritage sites
                                    • Figure 4: Agreement with statements relating to technology and culture and heritage tourism, NI and RoI, January 2014
                                  • Irish consumers consider music, food and education key elements of culture and heritage tourism
                                    • Figure 5: Agreement with statements relating to culture and heritage tourism, NI and RoI, January 2014
                                  • What we think
                                  • Issues in the Market

                                    • Which types of culture and heritage sites offer the greatest appeal to Irish consumers?
                                      • Does technology play a role in the culture and heritage tourism industry?
                                        • What factors are important to Irish consumers when visiting culture and heritage attractions?
                                          • What is the overall size of the tourism market in Ireland?
                                            • What are the alternatives to culture and heritage tourism?
                                            • Trend Application

                                                • Trend: Influentials
                                                  • Trend: Access All Areas
                                                    • Mintel Futures: Human
                                                    • Market Overview

                                                      • Key points
                                                        • Positive growth for tourist attractions in RoI…
                                                          • Figure 6: Visitors to top 10 fee- and non-fee charging tourist attractions, RoI, 2009-12
                                                        • … but mixed picture in NI
                                                          • Figure 7: Visitors to top 10 tourist attractions, NI, 2009-12
                                                          • Figure 8: Visitors to attractions, by type, NI, 2011 and 2012
                                                        • Internet a key channel for tourism
                                                          • Figure 9: Information sources that influenced choice when planning a trip to Ireland and information sourced used to plan trip to Ireland, by region, RoI, 2012
                                                        • Comparison sites seen as ideal in holiday/short break planning
                                                          • Figure 10: Sources used to plan a short break, by all demographics, NI and RoI, October 2013
                                                        • Mobile devices can add value to culture and heritage tourism
                                                          • Figure 11: Consumers who own, or have access to mobile technology devices, NI and RoI, October 2013-January 2014
                                                        • Roaming charges restricting overseas visitor access to the internet
                                                          • Social media helping to promote culture and heritage sites
                                                            • Figure 12: Top five social networks used to share personal thoughts/updates, NI and RoI, February 2013
                                                            • Figure 13: Social network used to share personal photos, NI and RoI, February 2013
                                                          • Weak personal finances could hinder culture and heritage sector
                                                            • Figure 14: How consumers rate their current financial situation, NI and RoI, January 2014
                                                            • Figure 15: Average yearly disposable income, £ per week, UK and NI, 2010-13
                                                        • Competitive Context

                                                          • Key points
                                                            • Outdoor adventure tourism to grow in 2013 and 2014
                                                              • Figure 16: Estimated value of outdoor adventure tourism, IoI, NI and RoI, 2008-14
                                                              • Figure 17: Top five outdoor adventure activities Irish consumers have taken part in Ireland in the last 12 months, NI and RoI, May 2013
                                                            • GB market a key competitor for culture and heritage tourism
                                                              • Figure 18: Top 10 visitor attractions, GB, 2010-12
                                                            • Strong culture and heritage offering from top worldwide destinations
                                                              • Figure 19: Top 10 tourist destinations, by number of overseas visitors and total amount spent, 2012
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Visitors to Ireland expected to grow in 2014
                                                                • Figure 20: Estimated total visitor numbers, IoI, NI and RoI, 2009-19
                                                              • Growth in overseas visitors driven by North American market
                                                                • Figure 21: Overseas visitor numbers, IoI, NI and RoI, 2009-19
                                                              • Irish consumers to continue holidaying at home in 2014
                                                                • Figure 22: Domestic visitor numbers, IoI, NI and RoI, 2009-19
                                                              • Visitor expenditure to grow in 2014
                                                                • Figure 23: Estimated total visitor expenditure, IoI, NI and RoI, 2009-19
                                                              • Overseas visitors spending more while holidaying in Ireland
                                                                • Figure 24: Estimated domestic and overseas visitor expenditure, NI, 2009-19
                                                              • Growth in visitor expenditure also expected in RoI
                                                                • Figure 25: Estimated domestic and overseas visitor expenditure, RoI, 2009-19
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Companies and Innovations

                                                                  • Key points
                                                                    • Examples of innovation
                                                                      • Fáilte Ireland launches Dubline app
                                                                        • Guinness Storehouse launches its tasting rooms
                                                                          • Book of Kells iPad app
                                                                            • Tourism authorities
                                                                              • Fáilte Ireland
                                                                                • Northern Ireland Tourist Board (NITB)
                                                                                  • Tourism Ireland
                                                                                    • Company profiles
                                                                                      • Brú na Bóinne Visitor Centre
                                                                                        • Blarney Castle
                                                                                          • Crown Liquor Saloon (The Crown Bar)
                                                                                            • Derry Walls
                                                                                              • Dublin Castle
                                                                                                • Giant’s Causeway Visitor Centre
                                                                                                  • Guinness Storehouse
                                                                                                    • National Gallery of Ireland
                                                                                                      • Navan Centre and Fort
                                                                                                        • St. Patrick’s Cathedral
                                                                                                          • Titanic Belfast
                                                                                                            • The Book of Kells
                                                                                                              • Ulster Museum
                                                                                                              • The Consumer – Type of Culture and Heritage Tourism Sites Visited

                                                                                                                • Key points
                                                                                                                  • Irish consumers visit a wide range of culture and heritage sites
                                                                                                                    • Figure 26: Types of culture and heritage attractions visited in the last 12 months, NI and RoI, January 2014
                                                                                                                  • Young NI consumers least likely to visit cathedrals and churches
                                                                                                                      • Figure 27: Consumers that have visited churches and cathedrals in the last 12 months, by gender and age, NI and RoI, January 2014
                                                                                                                    • Heritage museums appeal to Irish consumers
                                                                                                                      • Figure 28: Types of culture and heritage attractions consumers would consider visiting in the future, NI and RoI, January 2014
                                                                                                                    • Self-employed in RoI most likely to consider visiting heritage museums
                                                                                                                      • Figure 29: Consumers that would consider visiting heritage museums (eg Titanic Experience) in the near future, by work status, NI and RoI, January 2014
                                                                                                                    • Six in ten consumers have not and do not intend to visit battlefield sites
                                                                                                                      • Figure 30: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, NI and RoI, January 2014
                                                                                                                    • Battlefield sites unappealing to Irish women
                                                                                                                      • Figure 31: Consumers that have not visited battlefield sites (eg Battle of the Boyne), and do not intend to visit, by gender and age, NI and RoI, January 2014
                                                                                                                  • The Consumer – Use of Technology When Visiting Culture and Heritage Tourism Sites

                                                                                                                    • Key points
                                                                                                                      • Internet an important source of information for culture and heritage sites
                                                                                                                        • Figure 32: Agreement with statements relating to technology and culture and heritage tourism, NI and RoI, January 2014
                                                                                                                      • Irish women main users of internet to research culture and heritage sites
                                                                                                                        • Figure 33: Agreement with statements relating to the use of technology and culture and heritage tourism, by gender, NI and RoI, January 2014
                                                                                                                      • Over-55s prefer proper guided tours
                                                                                                                        • Figure 34: Agreement with the statement ‘I prefer proper guided tours as opposed to pre-recorded audio tours (via smartphone or provided equipment)’, by age, NI and RoI, January 2014
                                                                                                                        • Figure 35: Agreement with the statement ‘I would be interested in using my smartphone/tablet for audio tours of culture/heritage sites’, by age, NI and RoI, January 2014
                                                                                                                      • Discounts for advance booking online could encourage more students to visit culture and heritage attractions
                                                                                                                        • Figure 36: Agreement with the statement ‘I would be more inclined to visit culture/heritage sites if a discount was offered for booking in advance online’, by work status, NI and RoI, January 2014
                                                                                                                      • Young Irish consumers most likely to consider that Wi-Fi is a must
                                                                                                                        • Figure 37: Agreement with the statement ‘Wi-Fi is a must at culture and heritage sites’, by gender and age, NI and RoI, January 2014
                                                                                                                      • Technology’s role in culture and heritage tours divides opinion
                                                                                                                        • Figure 38: Agreement with statements relating to technology and culture and heritage tourism, NI and RoI, January 2014
                                                                                                                    • The Consumer – Attitudes towards Culture and Heritage Tourism

                                                                                                                      • Key points
                                                                                                                        • Music, food and education important elements of culture and heritage tourism
                                                                                                                            • Figure 39: Agreement with statements relating to culture and heritage tourism, NI and RoI, January 2014
                                                                                                                          • Young NI consumers least likely to consider music important
                                                                                                                            • Figure 40: Agreement with the statement ‘Music is an important aspect of culture and heritage tourism (eg local folk music)’, by gender and age, NI and RoI, January 2014
                                                                                                                          • Sampling local cuisine important to consumers with children aged 16-18
                                                                                                                            • Figure 41: Agreement with the statement ‘Sampling local cuisine is a good way to experience culture and heritage’, by age of children in the household, NI and RoI, January 2014
                                                                                                                          • Young consumers least likely to see educational value of culture and heritage sites
                                                                                                                            • Figure 42: Agreement with the statement ‘Heritage/culture sites are of great educational value’, by gender and age, NI and RoI, January 2014
                                                                                                                          • Affluent RoI women most likely to research culture and heritage sites before a holiday
                                                                                                                            • Figure 43: Agreement with the statement ‘I research the culture and heritage of destinations before going on a holiday/day trip’, by gender and social class, NI and RoI, January 2014
                                                                                                                          • NI consumers least likely to find tour guides knowledgeable
                                                                                                                            • Figure 44: Agreement with the statement ‘I find tour guides in Northern Ireland/Republic of Ireland knowledgeable’, by social class, NI and RoI, January 2014
                                                                                                                        • Appendix

                                                                                                                          • NI Toluna data
                                                                                                                            • Figure 45: Types of culture and heritage attractions visited in the last 12 months, by demographics, NI, January 2014
                                                                                                                            • Figure 46: Types of culture and heritage attractions visited in the last 12 months, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 47: Types of culture and heritage attractions visited in the last 12 months, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 48: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, NI, January 2014
                                                                                                                            • Figure 49: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 50: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 51: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, NI, January 2014
                                                                                                                            • Figure 52: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 53: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, NI, January 2014 (continued)
                                                                                                                            • Figure 54: Agreement with statements relating to culture and heritage tourism, NI, January 2014
                                                                                                                            • Figure 55: Agreement with statements relating to culture and heritage tourism, NI, January 2014 (continued)
                                                                                                                            • Figure 56: Agreement with statements relating to culture and heritage tourism, NI, January 2014 (continued)
                                                                                                                            • Figure 57: Agreement with statements relating to technology and culture and heritage tourism, NI, January 2014
                                                                                                                            • Figure 58: Agreement with statements relating to technology and culture and heritage tourism, NI, January 2014 (continued)
                                                                                                                            • Figure 59: Agreement with statements relating to technology and culture and heritage tourism, NI, January 2014 (continued)
                                                                                                                          • RoI Toluna data
                                                                                                                            • Figure 60: Types of culture and heritage attractions visited in the last 12 months, by demographics, RoI, January 2014
                                                                                                                            • Figure 61: Types of culture and heritage attractions visited in the last 12 months, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 62: Types of culture and heritage attractions visited in the last 12 months, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 63: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, RoI, January 2014
                                                                                                                            • Figure 64: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 65: Types of culture and heritage attractions consumers would consider visiting in the future, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 66: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, RoI, January 2014
                                                                                                                            • Figure 67: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 68: Types of culture and heritage attractions consumers have not visited, and do not intend to visit, by demographics, RoI, January 2014 (continued)
                                                                                                                            • Figure 69: Agreement with statements relating to culture and heritage tourism, RoI, January 2014
                                                                                                                            • Figure 70: Agreement with statements relating to culture and heritage tourism, RoI, January 2014 (continued)
                                                                                                                            • Figure 71: Agreement with statements relating to culture and heritage tourism, RoI, January 2014 (continued)
                                                                                                                            • Figure 72: Agreement with statements relating to technology and culture and heritage tourism, RoI, January 2014
                                                                                                                            • Figure 73: Agreement with statements relating to technology and culture and heritage tourism, RoI, January 2014 (continued)
                                                                                                                            • Figure 74: Agreement with statements relating to technology and culture and heritage tourism, RoI, January 2014 (continued)

                                                                                                                        Companies Covered

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

                                                                                                                        Culture and Heritage Tourism - Ireland - January 2014

                                                                                                                        £1,095.00 (Excl.Tax)