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Domestic vs. Overseas Tourism - Ireland - December 2017

“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.”
–  Joanna Kempiak, Market Research Analyst

This report looks at the following areas:

  • 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

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Table of contents

  1. 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

                                                                                                                                            Domestic vs. Overseas Tourism - Ireland - December 2017

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