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Domestic vs Overseas Tourism - Ireland - November 2014

“After a challenging period of economic downturn both at home and abroad, there is much to suggest that the Irish tourism sector – both in NI and RoI – has emerged stronger and leaner, and is well placed to exploit and benefit from the expected growth in global tourism activity.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What are consumers' preferences when it comes to trips away?
  • What are the preferred short break/holiday destinations?
  • What activities do consumers participate in when on a short break/holiday?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Estimated total visitor expenditure, % of total, NI and RoI, 2014
                • Forecast
                  • Figure 2: Indexed estimated total visitor numbers, NI and RoI, 2009-19
                • Market factors
                  • Both Irish economies are continuing to improve and grow
                    • Only 26% of NI and 15% of RoI consumers describe their finances as healthy
                      • Ireland's domestic tourism market performing robustly in 2014
                        • Inbound Tourism
                          • Significant number of visitors to NI are visiting friends and family
                            • The consumer
                              • Very slight preference for foreign over domestic holidays
                                • Figure 3: Consumers who have taken holidays or short breaks either in Ireland or overseas in the last 12 months, NI and RoI, October 2014
                              • When holidaying within Ireland, NI consumers head to Dublin
                                • Figure 4: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, NI and RoI, October 2014
                              • Ease of access, proximity and familiarity key when choosing an overseas destination
                                • Figure 5: Overseas countries that consumers have visited for a holiday or short break in the last 12 months, NI and RoI, October 2014
                              • Eat, drink and shop – the priorities when Irish consumers are away
                                • Figure 6: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
                              • Deal-of-the-day websites more popular among NI consumers
                                • Figure 7: Aspects of holidays/short breaks within Ireland that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
                                • Figure 8: Aspects of Overseas holidays/short breaks that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
                              • What we think
                              • Issues and Insights

                                • What are consumers' preferences when it comes to trips away?
                                  • The facts
                                    • The implications
                                      • What are the preferred short break/holiday destinations?
                                        • The facts
                                          • The implications
                                            • What activities do consumers participate in when on a short break/holiday?
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Data Creators
                                                      • Rebirth of Cities
                                                        • Locavore
                                                        • Market Overview

                                                          • Key points
                                                            • General economic improvement bodes well for the coming years
                                                              • Figure 9: Economic outlook, annual % change, RoI, 2012-15
                                                              • Figure 10: Economic outlook, NI, 2012-15
                                                            • Only a minority of consumers describe finances as 'healthy'
                                                              • Figure 11: How consumers rate their current financial situation, NI and RoI, October 2013
                                                            • Consumer confidence retains upward momentum
                                                              • Figure 12: Consumer confidence index, NI, September 2011-September 2014
                                                              • Figure 13: Consumer sentiment index, RoI, October 2011-October 2014
                                                            • One in five would borrow to finance a holiday
                                                              • Figure 14: Consumers who would be prepared to take out a personal loan to pay for a holiday, by age and social class, NI and RoI, July 2014
                                                            • Holidaying at home offers good value for money – especially in RoI
                                                              • Figure 15: Average cost of a hotel room per night, selected European destinations, 2009-14*
                                                            • Value for money important for driving visitor levels
                                                              • Figure 16: Visitors' attitudes towards accommodation, NI, 2013
                                                            • Hotel accommodation sales performing well across Ireland
                                                              • Figure 17: Hotel room sales, year-on-year % change, IoI, RoI and NI, 2013 and 2014
                                                            • Overseas travel getting cheaper, internal travel getting more expensive
                                                              • Figure 18: Cost of transport services, consumer price index, RoI, October 2013-October 2014
                                                            • Strong growth in NI's domestic market in 2014
                                                              • Figure 19: Domestic tourism market, NI, Jan/Jun 2013-Jan/Jun 2014
                                                            • Almost 700,000 domestic holiday trips in NI in first half of 2014
                                                              • Figure 20: Domestic overnight trips, NI, Jan-June 2013-14
                                                            • Holiday trips account for two thirds of all domestic trips in NI
                                                              • Figure 21: Domestic overnight trips, NI, January-June 2014
                                                            • Giant's Causeway the top tourist attraction in NI
                                                              • Figure 22: Top visitor attractions, by number of visitors, NI, 2013
                                                            • Slight growth in RoI's domestic tourism market in 2013
                                                              • Figure 23: Number of trips taken, domestic and overseas, 000s, RoI, 2008-13
                                                              • Figure 24: Domestic travel by RoI residents, by destination, number of trips, 2013
                                                              • Figure 25: Domestic travel by RoI residents, by destination, average length of stay (number of nights), 2013
                                                              • Figure 26: Domestic travel by RoI residents, by destination, total expenditure, 2013
                                                          • Inbound Tourism

                                                            • Key points
                                                              • Both NI and RoI performing well in international context
                                                                • Figure 27: Tourist arrivals, % change, Jan-June 2013-14
                                                              • Strong level of inbound tourism for NI and RoI
                                                                • Figure 28: Overseas visitors to NI and RoI, by source country of visitor, January 2014-June 2014 (NI) and January-September 2014 (RoI)
                                                              • Less dependence on British market in RoI than in NI
                                                                • Figure 29: Overseas visitors to RoI, % by source, January -September 2014
                                                                • Figure 30: Overseas visitors to NI, % by source, January 2014-June 2014
                                                              • But inbound tourism from North America growing strongly for NI
                                                                • Figure 31: Visitors to NI and RoI, year-on-year % change, Jan-Sept 2014 (RoI) and Jan-June 2014 (NI)
                                                              • Domestic visitors account for 52% of NI tourism sector
                                                                • Figure 32: Visitor trips to NI, by market, Jan-June 2014
                                                              • Trips by RoI residents to NI down 17% in Jan-June 2014
                                                                • Figure 33: Trips to NI by RoI residents, Jan-June 2014
                                                              • More than 40% of RoI trips to NI to visit friends and family
                                                                • Figure 34: Trips by RoI residents to NI, by reason for travel, %, Jan-June 2014
                                                              • More than 50% of GB and overseas visits to NI to visit friends and family
                                                                • Figure 35: Trips by GB residents to NI, by reason for travel, %, Jan-June 2014
                                                              • Almost half of all trip by overseas (excluding GB) residents are holidays
                                                                • Figure 36: Trips by Overseas (excluding GB) residents to NI, by reason for travel, %, Jan-June 2014
                                                              • Strong growth in almost all markets for RoI tourism sector
                                                                • Figure 37: Overseas trips to RoI, by country of residence, 000s, RoI, 2011-13
                                                              • Three quarters of visitors to RoI are European
                                                                • Figure 38: Overseas visitors to RoI, by country of residence, 2013
                                                              • Four in 10 overseas trips to RoI are for a holiday
                                                                • Figure 39: Overseas trips to RoI, by reason for journey, % of total, RoI, 2013
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Ireland on course to receive more than 22 million visits in 2014
                                                                  • Figure 40: Estimated total visitor numbers, 000s, IoI, RoI and NI, 2009-19
                                                                • Expenditure of just over €7 billion expected in 2014
                                                                  • Figure 41: Estimated total visitor expenditure, IoI, RoI and NI, 2009-19
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Companies and Innovations

                                                                    • Key points
                                                                      • Innovations
                                                                        • Brazil welcomes one million foreign visitors for the World Cup 2014.
                                                                          • Taylor Swift invites tourists to New York City
                                                                            • Northern Ireland businesses could receive up to £100,000 for tourism innovation
                                                                              • Company profiles – Tourist boards
                                                                                • Fáilte Ireland
                                                                                  • Northern Ireland Tourist Board (NITB)
                                                                                    • Tourism Ireland
                                                                                      • Company profiles – Airlines
                                                                                        • Aer Arann (Stobart Air)
                                                                                          • Aer Lingus
                                                                                            • easyJet
                                                                                              • Flybe
                                                                                                • Ryanair
                                                                                                • The Consumer – Types of Holidays and Short Breaks

                                                                                                  • Key points
                                                                                                    • Slightly more overseas holidays than domestic holidays
                                                                                                      • Figure 42: If consumers have taken holidays or short breaks either in Ireland or overseas in the last 12 months, NI and RoI, October 2014
                                                                                                      • Figure 43: Consumers who have never taken a holiday or short break overseas, by social class, NI and RoI, October 2014
                                                                                                      • Figure 44: Consumers who have never taken a holiday or short break in NI or RoI, by social class, NI and RoI, October 2014
                                                                                                    • Is youth unemployment impacting on young consumers travelling abroad?
                                                                                                      • Figure 45: Consumers who have not taken a short break or holiday overseas in the last 12 months, by age, NI and RoI, October 2014
                                                                                                    • Short breaks in Ireland, holidays abroad for Irish consumers
                                                                                                      • Figure 46: Types of holidays or short breaks taken within the last 12 months, in Ireland and overseas, NI and RoI, October 2014
                                                                                                    • C2DEs a key group for package getaways – especially holidays overseas
                                                                                                        • Figure 47: Types of holidays and short breaks taken in the last 12 months, within Ireland and overseas, by social class, NI and RoI, October 2014
                                                                                                      • Short breaks abroad for younger consumers, at home for older
                                                                                                          • Figure 48: Consumers who have taken an independent short break overseas in the last 12 months, by age, NI and RoI, October 2014
                                                                                                          • Figure 49: Consumers who have taken an independent short break within Ireland in the last 12 months, by age, NI and RoI, October 2014
                                                                                                        • Families with young children holidaying at home
                                                                                                          • Figure 50: Consumers who have taken an independent holiday within Ireland in the last 12 months, by presence of own children, NI and RoI, October 2014
                                                                                                      • The Consumer – Places in Ireland Visited

                                                                                                        • Key points
                                                                                                          • NI consumers heading to Dublin, while RoI consumers go further south
                                                                                                            • Figure 51: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, NI and RoI, October 2014
                                                                                                          • Cross-border tourism limited to the mainstream
                                                                                                            • Consumers in 20s and 30s flocking to City of Belfast
                                                                                                                • Figure 52: Consumers who visited the City of Belfast for a short break or holiday in the last 12 months, by age and social class, NI and RoI, October 2014
                                                                                                              • Older NI consumers ignoring off-the-beaten track parts of NI
                                                                                                                  • Figure 53: Consumers who visited Co. Antrim (excluding City of Belfast) for a holiday or short break, by age, NI, October 2014
                                                                                                                • City of Dublin attracts ABC1s and 35-44s from NI
                                                                                                                  • Figure 54: Consumers who visited Dublin for a holiday or short break, by age and social class, NI and RoI, October 2014
                                                                                                                • Munster has broad, universal appeal for all consumers
                                                                                                                  • Figure 55: Consumers who visited Munster for a holiday or short break, by gender, age and social class, NI and RoI, October 2014
                                                                                                              • The Consumer – Places Overseas Visited

                                                                                                                • Key points
                                                                                                                  • Proximity and familiarity key factors in overseas travel
                                                                                                                    • Figure 56: Overseas countries that consumers have visited for a holiday or short break in the last 12 months, NI and RoI, October 2014
                                                                                                                  • Britain attracts visitors in the 35-44 (NI) and 45-54 (RoI) age groups
                                                                                                                    • Figure 57: Consumers who visited Great Britain for a holiday or short break, by age, NI and RoI, October 2014
                                                                                                                  • Irish visitors to Britain tend to be heavy Internet users
                                                                                                                    • Figure 58: Consumers who visited Great Britain for a holiday or short break, by daily internet usage, NI and RoI, October 2014
                                                                                                                  • Spain attracts older NI consumers, but the young from RoI
                                                                                                                    • Figure 59: Consumers who visited mainland Spain for a holiday or short break, by age, NI and RoI, October 2014
                                                                                                                    • Figure 60: Consumers who visited Spain – Canaries/Balearic Islands for a holiday or short break, by age, NI and RoI, October 2014
                                                                                                                  • Young from NI taking breaks and holidays in France
                                                                                                                      • Figure 61: Consumers who visited Spain – Canaries/Balearic Islands for a holiday or short break, by age and social class, NI and RoI, October 2014
                                                                                                                  • The Consumer – Holiday Activities

                                                                                                                    • Key points
                                                                                                                      • Eating, drinking and shopping top the list of holiday activities
                                                                                                                        • Figure 62: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
                                                                                                                      • Consumers with young children least inclined to eat out
                                                                                                                        • Figure 63: Consumers who ate in local pubs/restaurants while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
                                                                                                                      • Shopping a favourite activity among women, in particular
                                                                                                                        • Figure 64: Consumers who went shopping while on holiday or short break (at home or abroad) in the last 12 months, by age and gender, NI and RoI, October 2014
                                                                                                                      • Middle-aged, C2DE men head for the pub when on holidays
                                                                                                                        • Figure 65: Consumers who visited a pub/bar while on holiday or short break (at home or abroad) in the last 12 months, by age and socio-economic background, NI and RoI, October 2014
                                                                                                                      • Lazing on beach appeals most to consumers aged 25-54-years-old
                                                                                                                        • Figure 66: Consumers who relaxed on beach while on holiday or short break (at home or abroad) in the last 12 months, by age and social class, NI and RoI, October 2014
                                                                                                                        • Figure 67: Consumers who relaxed on beach while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
                                                                                                                      • History, galleries, theatres and gardens appeal more to RoI consumers
                                                                                                                        • Figure 68: Consumers who visited selected history- and culture-related attractions while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
                                                                                                                      • RoI consumers more into exploring on foot or by bike
                                                                                                                        • Figure 69: Consumers who walked/cycled around town/city/country while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
                                                                                                                      • One in four visit zoos, aquariums, wildlife, theme and amusement parks
                                                                                                                        • Figure 70: Consumers who visited a zoo/aquarium/wildlife attraction or a theme park/amusement park while on holiday or short break (at home or abroad) in the last 12 months, NI and RoI, October 2014
                                                                                                                        • Figure 71: Consumers who visited a zoo/aquarium/wildlife attraction while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
                                                                                                                        • Figure 72: Consumers who visited a theme park/amusement park while on holiday or short break (at home or abroad) in the last 12 months, by presence of own children, NI and RoI, October 2014
                                                                                                                    • The Consumer – Use of Deal-of-the-day Websites

                                                                                                                      • Key points
                                                                                                                        • Higher deal-of-the-day usage among NI consumers for domestic trips
                                                                                                                            • Figure 73: Aspects of holidays/short breaks within Ireland that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
                                                                                                                          • Families with young children making most use of daily deals
                                                                                                                              • Figure 74: Consumers who used deal-of-the-day websites to book accommodation for a short trip/holiday within Ireland in the last 12 months, by Presence of own children, RoI and NI, October 2014
                                                                                                                              • Figure 75: Consumers who used deal-of-the-day websites to pay for a meal at a restaurant/pub while on a short trip/holiday within Ireland in the last 12 months, by presence of own children, RoI and NI, October 2014
                                                                                                                            • Deal-of-the-day websites used differently for overseas trips
                                                                                                                                • Figure 76: Aspects of Overseas holidays/short breaks that consumers have used a deal-of-the-day service or website to book in the last 12 months, RoI and NI, October 2014
                                                                                                                              • Reluctance to use deal-of-the-day websites for certain services down to trust?
                                                                                                                              • Appendix

                                                                                                                                • NI Toluna Tables
                                                                                                                                  • Figure 77: Types of holidays or short breaks taken in NI or RoI within the last 12 months, by demographics, NI, October 2014
                                                                                                                                  • Figure 78: Types of holidays or short breaks taken overseas within the last 12 months, by demographics, NI, October 2014
                                                                                                                                  • Figure 79: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014
                                                                                                                                  • Figure 80: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 81: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 82: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014
                                                                                                                                  • Figure 83: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 84: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 85: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014
                                                                                                                                  • Figure 86: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 87: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 88: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                  • Figure 89: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014
                                                                                                                                  • Figure 90: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
                                                                                                                                  • Figure 91: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
                                                                                                                                  • Figure 92: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, NI, October 2014 (continued)
                                                                                                                                • RoI Toluna Tables
                                                                                                                                  • Figure 93: Types of holidays or short breaks taken in NI or RoI within the last 12 months, by demographics, RoI, October 2014
                                                                                                                                  • Figure 94: Types of holidays or short breaks taken overseas within the last 12 months, by demographics, RoI, October 2014
                                                                                                                                  • Figure 95: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014
                                                                                                                                  • Figure 96: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 97: Regions within NI and RoI that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 98: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014
                                                                                                                                  • Figure 99: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 100: Overseas countries that consumers have visited for a short break or holiday in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 101: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014
                                                                                                                                  • Figure 102: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 103: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 104: Types of activities participated in while on a holiday or short break (at home or abroad) in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                  • Figure 105: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014
                                                                                                                                  • Figure 106: Aspects of holidays/short breaks in NI or RoI that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)
                                                                                                                                  • Figure 107: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)
                                                                                                                                  • Figure 108: Aspects of holidays/short breaks overseas that consumers have used a deal-of-the day website to book in the last 12 months, RoI, October 2014 (continued)

                                                                                                                              Companies Covered

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                                                                                                                              Domestic vs Overseas Tourism - Ireland - November 2014

                                                                                                                              £1,095.00 (Excl.Tax)