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Domestic vs Overseas Tourism - Ireland - November 2015

“Authenticity and discovery are important to Irish consumers when taking a short break or holiday. As such, promoting the various cuisines that are unique to the different Irish regions, through initiatives such as the upcoming 2016 Year of Food in NI, and providing opportunities to venture off the beaten track to explore and experience the lesser-seen Ireland will further boost the appeal of the region to both domestic and overseas consumers.”
– James Wilson, Research Analyst

This report answers the following questions:

  • What types of trips are Irish consumers taking within Ireland?
  • Where are Irish consumers taking short breaks and holidays?
  • What do Irish consumers like to do when taking a short break or holiday?
  • What are the main drivers of the Irish tourism industry?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated total visitor expenditure, % of total, NI and RoI, 2015
          • Forecast
            • Figure 2: Indexed estimated total visitor numbers, NI and RoI, 2010-20
          • Market factors
            • Weak euro offers GB and US visitors better price value
              • Price of hotels in Ireland continues to increase in 2015
                • Air fares remain low
                  • Visitor attractions perform well in 2014
                    • NI consumers still struggling financially while recovery is felt in RoI
                      • Companies, brands and innovations
                        • The consumer
                          • Irish consumers prefer to book their own short breaks and holidays
                            • Figure 3: Types of trips that consumers have taken in Northern Ireland and/or the Republic of Ireland in the last 12 months, NI and RoI, September 2015
                            • Figure 4: Types of trips that consumers have taken overseas in the last 12 months, NI and RoI, September 2015
                          • RoI consumers taking short breaks and holidays in rural counties
                            • Figure 5: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
                            • Figure 6: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
                          • Great Britain preferred for short breaks overseas, mainland Spain for holidays
                            • Figure 7: Locations visited by consumers for their last short break overseas, NI and RoI, September 2015
                            • Figure 8: Locations visited by consumers for their last holiday overseas, NI and RoI, September 2015
                          • Eating, drinking and shopping the preferred leisure activities for Irish consumers
                            • Figure 9: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2015
                            • Figure 10: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2015
                          • What it means
                          • Issues and Insights

                            • What types of trips are Irish consumers taking within Ireland?
                              • The facts
                                • The implications
                                  • Where are Irish consumers taking short breaks and holidays?
                                    • The facts
                                      • The implications
                                        • What do Irish consumers like to do when taking a short break or holiday?
                                          • The facts
                                            • The implications
                                              • What are the main drivers of the Irish tourism industry?
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Visitors numbers to Ireland to continue growing
                                                      • Weak euro to benefit tourism in RoI
                                                        • Accommodation sector sees recovery
                                                          • RoI consumers feeling economic recovery, NI consumers still struggling
                                                            • Price of air travel in decline
                                                            • Market Size and Forecast

                                                              • Visitors numbers to Ireland continue growing in 2015
                                                                • Figure 11: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2010-20
                                                              • 2015 to see strong growth in overseas visitors
                                                                • Figure 12: Overseas visitor numbers, IoI, NI and RoI, 2010-20
                                                              • Domestic trips remain popular among Irish consumers
                                                                • Figure 13: Domestic visitor numbers, IoI, NI and RoI, 2010-20
                                                              • Visitor spending to increase during 2015
                                                                • Figure 14: Estimated total visitor expenditure, IoI, NI and RoI, 2010-20
                                                              • Overseas visitors driving tourism spending in NI
                                                                • Figure 15: Estimated domestic and overseas visitor expenditure, NI, 2010-20
                                                              • Overseas visitors spending €375 on average in RoI
                                                                • Figure 16: Estimated domestic and overseas visitor expenditure, RoI, 2010-20
                                                            • Market Drivers

                                                              • Strength of the Sterling a boost for GB and NI consumers visiting RoI
                                                                • Figure 17: Annualised exchange rates involving Pound Sterling, the Euro and the US Dollar, 2010-15*
                                                              • Hotel prices continue to grow in 2015
                                                                • Figure 18: Average yearly inflation rate of accommodation services, UK (including NI) and RoI, 2010-15*
                                                                • Figure 19: Average hotel prices per room per night, by city, NI and RoI, 2012-15
                                                              • Lowest cost overseas destinations in Eastern Europe
                                                                • Figure 20: Post Office City Costs Barometer, 2012-15
                                                              • Cost of air travel falls for RoI consumers; increases for NI consumers
                                                                • Figure 21: Average yearly inflation rate of air passenger transport, UK (including NI) and RoI, 2010-15*
                                                                • Figure 22: Price of UK Brent crude oil per barrel in US Dollars ($), 2011-15*
                                                              • Visitor attractions in RoI see positive growth in 2014
                                                                • Figure 23: Visitors to top 10 fee- and non-fee-charging tourist attractions, RoI, 2013-14
                                                              • Giant’s Causeway remains top attraction in NI
                                                                • Figure 24: Top 10 visitor attractions, by number of visitors, NI, 2013-14
                                                              • Arts and culture services in NI to be impacted by public spending cuts
                                                                • Economic recovery felt by RoI consumers
                                                                  • Figure 25: Financial health of Irish consumers, RoI, October 2014-September 2015
                                                                • NI consumers still struggling financially
                                                                  • Figure 26: Financial health of Irish consumers, NI, October 2014-September 2015
                                                              • Competitive Strategies – What You Need to Know

                                                                  • Great Britain
                                                                    • Ireland
                                                                      • Northern Ireland
                                                                        • Republic of Ireland
                                                                          • Germany
                                                                            • USA
                                                                              • France
                                                                                • Spain
                                                                                • Competitive Strategies – Key Markets

                                                                                    • Market Focus – Great Britain
                                                                                      • VisitBritain
                                                                                        • Figure 27: Visitors to top 10 fee- and non-fee-charging tourist attractions, England, 2013-14
                                                                                      • Current Campaigns
                                                                                        • GREAT Britain
                                                                                          • Social media important to reaching global audience
                                                                                            • Bond is Great
                                                                                              • Market Focus – Ireland
                                                                                                • Tourism Ireland
                                                                                                  • Game of Thrones campaign
                                                                                                    • Market Focus – Northern Ireland
                                                                                                      • Tourism NI
                                                                                                        • #FestivalOfLight
                                                                                                          • Market Focus – Republic of Ireland
                                                                                                            • Fáilte Ireland
                                                                                                              • Rebranding of Dublin as ‘A breath of fresh air’ to attract international visitors
                                                                                                                • Market Focus – Germany
                                                                                                                  • The German National Tourist Board
                                                                                                                    • Traditions and Customs
                                                                                                                      • #JoinGermanTradition
                                                                                                                        • Market focus – USA
                                                                                                                          • Brand USA
                                                                                                                            • Brand USA launches interactive map with Instagram and Spotify
                                                                                                                              • Brand USA launched digital tourism campaign ‘Flavours of USA’
                                                                                                                                • Market focus – France
                                                                                                                                  • Atout France
                                                                                                                                    • Atout France encourages tourists to ‘Fall for France’.
                                                                                                                                      • France launches publicity campaign ‘Be Nicer to Travellers’
                                                                                                                                        • Rebranding of national portal to France.fr
                                                                                                                                          • Market focus – Spain
                                                                                                                                            • Turespaña
                                                                                                                                              • Current campaigns
                                                                                                                                                • Turespaña launches digital marketing campaign ‘Spain in detail’
                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                  • Irish consumers opting for independent short breaks and holidays
                                                                                                                                                    • NI consumers heading to Dublin while RoI consumers escaping to the country
                                                                                                                                                      • Great Britain popular for short breaks while consumers head to the sun for longer trips
                                                                                                                                                        • Eat, drink, shop – Irish consumers’ top priorities when taking a short break or holiday
                                                                                                                                                        • The Consumer – Types of Holidays and Short Breaks

                                                                                                                                                          • Irish consumers taking independent short breaks ‘at home’
                                                                                                                                                            • Figure 28: Types of trips that consumers have taken in Northern Ireland and/or the Republic of Ireland in the last 12 months, NI and RoI, September 2015
                                                                                                                                                          • RoI men and ABC1s most likely to take an independent short break
                                                                                                                                                            • Figure 29: Consumers that 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 and social class, NI and RoI, September 2015
                                                                                                                                                          • Independent holiday trips popular for overseas trips
                                                                                                                                                            • Figure 30: Types of trips that consumers have taken overseas in the last 12 months, NI and RoI, September 2015
                                                                                                                                                          • RoI Boomers prefer overseas holidays
                                                                                                                                                            • Figure 31: Consumers that have taken an independent holiday (4 or more nights) overseas in the last 12 months, by gender and social class, NI and RoI, September 2015
                                                                                                                                                        • The Consumer – Places in Ireland Visited

                                                                                                                                                          • Munster popular for short breaks with RoI consumers, while NI consumers prefer Dublin
                                                                                                                                                            • Figure 32: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
                                                                                                                                                          • Millennials and late Gen Xers taking short city breaks
                                                                                                                                                            • Figure 33: Consumers that have taken a short break in the city of Belfast, by gender and age, NI and RoI, September 2015
                                                                                                                                                            • Figure 34: Consumers that have taken a short break in the city of Dublin by gender and age, NI and RoI, September 2015
                                                                                                                                                          • Short break destinations also popular for longer trips
                                                                                                                                                            • Figure 35: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, NI and RoI, September 2015
                                                                                                                                                        • The Consumer – Overseas Places Visited

                                                                                                                                                          • Great Britain popular for short breaks
                                                                                                                                                            • Figure 36: Locations visited by consumers for their last short break overseas, NI and RoI, September 2015
                                                                                                                                                          • Short breaks to Great Britain appeal to Millennials and late Gen Xers in RoI
                                                                                                                                                            • Figure 37: Consumers that have taken a short break in Great Britain, by gender and age, NI and RoI September 2015
                                                                                                                                                          • Irish consumers heading to the sun
                                                                                                                                                            • Figure 38: Locations visited by consumers for their last holiday overseas, NI and, RoI, September 2015
                                                                                                                                                          • Mainland Spain popular among young and old RoI consumers
                                                                                                                                                            • Figure 39: Consumers that have visited Spain for a holiday, by gender and age, RoI, September 2015
                                                                                                                                                          • RoI Millennials and late Gen Xers taking holidays in Great Britain
                                                                                                                                                            • Figure 40: Consumers that have visited Great Britain for a holiday, by gender and age, NI and RoI, September 2015
                                                                                                                                                        • The Consumer – Short Break Activities

                                                                                                                                                          • Consumers prefer to eat, drink and shop when on a short break
                                                                                                                                                            • Figure 41: Types of activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2015
                                                                                                                                                          • Local food and drink important to Boomers
                                                                                                                                                            • Figure 42: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, NI, September 2015
                                                                                                                                                            • Figure 43: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, RoI, September 2015
                                                                                                                                                          • Exploring the countryside appeals to the over-45s in NI
                                                                                                                                                            • Figure 44: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, NI, September 2015
                                                                                                                                                          • Young RoI consumers are keen explorers
                                                                                                                                                            • Figure 45: Types of activities done by consumers during last short break (in Ireland or abroad), by gender and age, RoI, September 2015
                                                                                                                                                        • The Consumer – Holiday Activities

                                                                                                                                                          • Eating, drinking and shopping also the main priorities for consumers while on holiday
                                                                                                                                                            • Figure 46: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2015
                                                                                                                                                          • Local dining experience an important part of over-45s holiday
                                                                                                                                                            • Figure 47: Types of activities done by consumers during last holiday (in Ireland or abroad), by Gender and age, NI, September 2015
                                                                                                                                                          • Eating in local pubs and restaurants preferred by women and the over-45s in RoI
                                                                                                                                                            • Figure 48: Types of activities done by consumers during last holiday (in Ireland or abroad), by Gender and age, RoI, September 2015
                                                                                                                                                          • Irish women keen explorers of towns and cities when on holiday
                                                                                                                                                            • Figure 49: Types of activities done by consumers during last holiday (in Ireland or abroad), by gender and age, NI, September 2015
                                                                                                                                                            • Figure 50: Types of activities done by consumers during last holiday (in Ireland or abroad), by gender and age, RoI, September 2015
                                                                                                                                                          • Beach holidays popular among consumers with children of all ages
                                                                                                                                                            • Figure 51: Consumers who relaxed on beach during their last holiday (in Ireland or abroad), by presence of children in the household, NI and RoI, September 2015
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                          • Data sources
                                                                                                                                                            • Abbreviations
                                                                                                                                                            • Appendix – The Consumer

                                                                                                                                                              • NI Toluna
                                                                                                                                                                • Figure 52: Types of trips that consumers have taken in Northern Ireland and/ or the Republic of Ireland in the last 12 months, by demographics, NI, September 2015
                                                                                                                                                                • Figure 53: Types of trips that consumers have taken overseas in the last 12 months, by demographics, NI, September 2015
                                                                                                                                                                • Figure 54: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015
                                                                                                                                                                • Figure 55: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 56: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 57: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015
                                                                                                                                                                • Figure 58: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 59: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 60: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015
                                                                                                                                                                • Figure 61: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 62: Locations visited by consumers for their last short break overseas, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 63: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015
                                                                                                                                                                • Figure 64: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 65: Locations visited by consumers for their last holiday overseas, by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 66: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015
                                                                                                                                                                • Figure 67: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 68: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 69: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015
                                                                                                                                                                • Figure 70: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015 (continued)
                                                                                                                                                                • Figure 71: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, NI, September 2015 (continued)
                                                                                                                                                              • RoI Toluna
                                                                                                                                                                • Figure 72: Types of trips that consumers have taken in Northern Ireland and/ or the Republic of Ireland in the last 12 months, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 73: Types of trips that consumers have taken overseas in the last 12 months, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 74: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 75: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 76: Locations visited by consumers for their last short break in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 77: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 78: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 79: Locations visited by consumers for their last holiday in Northern Ireland or the Republic of Ireland, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 80: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 81: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 82: Locations visited by consumers for their last short break overseas, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 83: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015
                                                                                                                                                                • Figure 84: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 85: Locations visited by consumers for their last holiday overseas, by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 86: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015
                                                                                                                                                                • Figure 87: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 88: Types of activities done by consumers during last short break (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 89: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015
                                                                                                                                                                • Figure 90: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015 (continued)
                                                                                                                                                                • Figure 91: Types of activities done by consumers during last holiday (in Ireland or abroad), by demographics, RoI, September 2015 (continued)

                                                                                                                                                            Companies Covered

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

                                                                                                                                                            Domestic vs Overseas Tourism - Ireland - November 2015

                                                                                                                                                            £1,095.00 (Excl.Tax)