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Eco and Ethical Tourism - Ireland - October 2010

Concern with the environment and ethics is constantly growing. Over the past few years, Irish consumers have adapted their lifestyles and purchasing habits to reflect their new found interest in issues such as fair trade, food miles etc.

One area showing particular growth in this trend is tourism, with a growing number of tourism businesses reviewing their ethical and environmental policies in an attempt to appeal more to the modern green consumer. However the recession has led to some consumers being less willing to pay for environmental and ethical products, and this in turn will have an impact on their willingness to spend on eco and ethical holidays.

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Table of contents

  1. Issues in the Market

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

              • Value for money overrides ethical behaviour
                • Getting holidaymakers to care
                • Market in Brief

                  • Holidays still important to consumers despite recession
                    • Ireland a key eco and ethical tourism destination
                      • Irish holidaymakers more environmentally aware
                        • Domestic visitors help boost the market in recession
                          • Foreign opposition
                            • A variety of consumer groups to target
                            • Fast Forward Trends

                                • Trend 1: Greenfluencers
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                        • Trend 2: Green Skepticism
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • High levels of debt rule out foreign travel for many
                                                    • Figure 1: Areas where consumers’ lifestyles have been affected by the recession, NI & RoI, April 2010
                                                  • Saving money at home
                                                    • Ireland admired for its beauty and environment
                                                      • Figure 2: Advantages of holidaying in Ireland, by overseas guests, 2005-09
                                                    • ‘Green guilt’ could boost domestic tourism
                                                      • Figure 3: Percentage of consumers that feel strongly about selected green/ethical issues, NI & RoI, August 2009
                                                      • Figure 4: Level of carbon generated by typical return flights and the cost to offset the carbon emissions, September 2010
                                                    • Litter can damage Ireland’s green image
                                                      • Impact of travel habits
                                                        • Figure 5: Total air and sea passenger carryings, NI & RoI, 2008-10
                                                      • Travelling while on holiday
                                                        • Figure 6: Greenhouse gas emissions by sector, 2002-07
                                                      • Changing policies among accommodation providers
                                                        • Figure 7: Accommodation used by visitors to NI, 2009
                                                        • Figure 8: Accommodation used by visitors to RoI, 2009
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Economic growth might help eco tourism
                                                          • Figure 9: Economic outlook, NI and RoI, 2008-10
                                                        • Recession sees environmental concerns take a back seat
                                                          • An ease in the recession may boost eco-tourism
                                                            • Figure 10: Ways in which the recession has affected consumers’ lifestyles, NI and RoI, April 2010
                                                          • Consumer confidence drops
                                                            • Figure 11: Consumer Sentiment/Confidence Index, September 2007-10
                                                          • Higher unemployment impacting tourism
                                                            • Figure 12: Unemployment rate, NI and RoI, April-June 2007-10
                                                          • UK unemployment affects inbound tourism
                                                            • Figure 13: Unemployment rate, GB, April-June 2008-10
                                                          • Older consumers a key target for holidays
                                                            • Figure 14: Holiday taken in the last 12 months, by age, NI and RoI, 2009
                                                          • Grey consumers to become a focus moving forward
                                                            • Figure 15: Percentage of consumers that feel strongly about selected green/ethical issues, by age group, NI & RoI, August 2009
                                                        • Competitive Context

                                                          • Key points
                                                            • France major competition for tourists
                                                              • Figure 16: Top 10 global tourism destinations, 2008-09
                                                              • Figure 17: Irish visitors to selected destinations, 2008-09
                                                            • What drives consumers to visit France, Spain and Italy?
                                                              • Figure 18: UK consumer attitudes towards holidays to France, Spain and Italy, 2009* and 2010
                                                            • Key global environmental tourism destinations
                                                              • Australia
                                                                • Costa Rica
                                                                  • Malaysia
                                                                    • Scandinavia
                                                                      • Denmark
                                                                        • Norway
                                                                          • Sweden
                                                                            • Finland
                                                                            • Wider Market Overview

                                                                              • Key points
                                                                                • Recession takes its toll on tourism
                                                                                  • Figure 19: Total visits to Ireland and expenditure, NI and RoI, 2004-09
                                                                                • Domestic tourism helps fill the void
                                                                                  • Figure 20: Domestic visits to Ireland and expenditure, NI and RoI, 2004-09
                                                                                • Exchange rate and recession takes its toll on overseas visitors
                                                                                  • Figure 21: Total out-of-state visits to Ireland and expenditure, NI and RoI, 2004-09
                                                                                • UK visitors vital to Irish tourism
                                                                                  • Figure 22: Out-of-state visitors to Ireland, by country of origin, NI and RoI, 2007-09
                                                                                  • Figure 23: Things done to help the environment in the last 12 months, UK, October 2008
                                                                                • Visitor attractions
                                                                                  • Figure 24: Top 10 attractions, NI, 2009
                                                                                  • Figure 25: Top 10 fee-paying and free attractions, RoI, 2009
                                                                                • Measuring eco attractions
                                                                                  • Figure 26: Attractions, by share of visitors, NI and RoI, 2009
                                                                                • Forest parks a main attraction in NI
                                                                                  • Figure 27: Attractions, by share of visitors, NI, 2009
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Tourism Ireland
                                                                                        • Key facts
                                                                                          • Eco and ethical tourism
                                                                                            • Recent developments
                                                                                              • Fáilte Ireland
                                                                                                • Key facts
                                                                                                  • Eco and ethical tourism
                                                                                                    • Recent developments
                                                                                                      • NITB (Northern Ireland Tourist Board)
                                                                                                        • Key facts
                                                                                                          • Eco and ethical tourism
                                                                                                            • Recent developments
                                                                                                            • Companies and Products

                                                                                                              • Key points
                                                                                                                • Orchard Acre Farm
                                                                                                                  • Clare Island Yoga Retreat
                                                                                                                    • Soak Seaweed Baths
                                                                                                                      • Eco-booley
                                                                                                                        • Whale Watch West Cork
                                                                                                                          • Coopers Hill
                                                                                                                            • Delphi Mountain Resort
                                                                                                                              • Gables and Longbowe
                                                                                                                                • Croan Cottages
                                                                                                                                  • Donegal Language School
                                                                                                                                    • Blaney Spa and Yoga Centre
                                                                                                                                      • Ard Nahoo Health Farm
                                                                                                                                        • Conclusion
                                                                                                                                        • Consumer Holiday Habits

                                                                                                                                          • Key points
                                                                                                                                            • Irish consumers still taking holidays, despite the recession
                                                                                                                                              • Figure 28: Holiday taken in the last 12 months, NI and RoI, 2003-09
                                                                                                                                            • Two holidays per year
                                                                                                                                              • Figure 29: Total number of holidays taken in the last 12 months, NI and RoI, 2009
                                                                                                                                            • More or less holidays?
                                                                                                                                              • July the preferred month to travel
                                                                                                                                                  • Figure 30: Month last holiday taken began, NI and RoI, 2009
                                                                                                                                                • Average holiday lasts a week
                                                                                                                                                  • Figure 31: Number of nights spent away on last holiday, NI and RoI, 2009
                                                                                                                                                • Internet key channel to promote eco and ethical tourism
                                                                                                                                                    • Figure 32: Use of travel agent and the internet as a source of information for last holiday taken, NI and RoI, 2004-09
                                                                                                                                                  • Broadband increases use of the internet in planning and booking holidays
                                                                                                                                                    • Figure 33: Percentage of consumers with a broadband internet connection at home, NI and RoI, 2004-09
                                                                                                                                                • Consumer Attitudes Towards Holidays

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 34: Agreement with statements relating to holidays and travel, NI and RoI, 2009
                                                                                                                                                    • Travelling abroad appeals to the young
                                                                                                                                                      • Figure 35: Agreement with the statement ‘I like the idea of travelling abroad’, by age, NI and RoI, 2009
                                                                                                                                                    • Planning a holiday seen as enjoyable
                                                                                                                                                      • Figure 36: Agreement with the statement ‘I enjoy planning holidays’, by gender, NI and RoI, 2009
                                                                                                                                                    • Need to experience something different could boost eco and ethical tourism
                                                                                                                                                      • Figure 37: Agreement with the statement ‘I prefer to take holidays off the beaten track’, by gender, NI and RoI, 2009
                                                                                                                                                    • Volunteer tourism goes hand in hand with eco and ethical tourism
                                                                                                                                                        • Figure 38: Most popular volunteer tourism activities for US-based volunteer tourists, 2008*
                                                                                                                                                    • Consumer Attitudes Towards the Environment and Ethics

                                                                                                                                                      • Key points
                                                                                                                                                        • Irish consumers have strong opinions on environmental and ethical issues
                                                                                                                                                            • Figure 39: Agreement with statements relating to ethics and the environment, NI and RoI, 2009
                                                                                                                                                          • Reducing energy consumption
                                                                                                                                                              • Figure 40: Top tips for energy efficiency, 2010
                                                                                                                                                            • Concerns about car congestion
                                                                                                                                                              • It doesn’t pay to be ethical in recession
                                                                                                                                                                • Figure 41: Agreement with the statement ‘I would be prepared to pay more for environmentally friendly products’, NI and RoI, 2004-09
                                                                                                                                                              • Renewed confidence could lead to renewed spending
                                                                                                                                                              • Consumer Target Groups

                                                                                                                                                                • Key points
                                                                                                                                                                  • NI target groups
                                                                                                                                                                    • Figure 42: NI consumer target groups, 2009
                                                                                                                                                                  • Not Bothered
                                                                                                                                                                    • Recyclers
                                                                                                                                                                      • Can’t Pay
                                                                                                                                                                        • Non-worriers
                                                                                                                                                                          • Cost Savers
                                                                                                                                                                            • RoI target groups
                                                                                                                                                                              • Figure 43: RoI consumer target groups, 2009
                                                                                                                                                                            • Cost Conscious
                                                                                                                                                                              • Fair Traders
                                                                                                                                                                                • Climate Worried
                                                                                                                                                                                  • Recycle-holics
                                                                                                                                                                                    • Positive Step
                                                                                                                                                                                    • Appendix

                                                                                                                                                                                      • Broader market environment
                                                                                                                                                                                        • Figure 44: Number of private households, by composition, RoI, 2002 and 2006
                                                                                                                                                                                        • Figure 45: NI and RoI population, by gender, 2006-20
                                                                                                                                                                                        • Figure 46: Forecast population, by age, NI, 2000-20
                                                                                                                                                                                        • Figure 47: Forecast population, by age, RoI, 2000-20
                                                                                                                                                                                        • Figure 48: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                      • Consumer data on holidays
                                                                                                                                                                                        • Figure 49: Holiday taken in the last 12 months, by demographic breakdown, NI and RoI, 2009
                                                                                                                                                                                        • Figure 50: Number of short breaks taken in the UK or Ireland, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 51: Number of short breaks taken in the UK or Ireland, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 52: Number of short breaks taken abroad, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 53: Number of short breaks taken abroad, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 54: Number of holidays (more than 3 days) taken in the UK or Ireland, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 55: Number of holidays (more than 3 days) taken in the UK or Ireland, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 56: Number of holidays (more than 3 days) taken abroad, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 57: Number of holidays (more than 3 days) taken abroad, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 58: Total number of holidays taken in the last 12 months, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 59: Total number of holidays taken in the last 12 months, by demographic breakdown, RoI, 2009
                                                                                                                                                                                      • Attitudes towards holidays
                                                                                                                                                                                        • Figure 60: Agreement with statements relating to travel and holidays, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 61: Agreement with statements relating to travel and holidays, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 62: Agreement with statements relating to travel and holidays, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 63: Agreement with statements relating to travel and holidays, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 64: Agreement with statements relating to travel and holidays, by demographic breakdown, RoI, 2009
                                                                                                                                                                                        • Figure 65: Agreement with statements relating to travel and holidays, by demographic breakdown, RoI, 2009
                                                                                                                                                                                      • Consumer target groups
                                                                                                                                                                                        • Figure 66: Consumer target groups, by statements relating to the environment, NI, 2009
                                                                                                                                                                                        • Figure 67: Consumer target groups, by demographic breakdown, NI, 2009
                                                                                                                                                                                        • Figure 68: Consumer target groups, by statements relating to the environment, RoI, 2009
                                                                                                                                                                                        • Figure 69: Consumer target groups, by demographic breakdown, RoI, 2009

                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                    Eco and Ethical Tourism - Ireland - October 2010

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