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Events Tourism - Ireland - August 2015

“Past events in Ireland have proved beneficial for the events tourism market, with the 2015 Tall Ships held in Belfast – the largest event in NI in 2015 – attracting more than 500,000 visitors, benefiting local businesses as well as the events market. Looking ahead, the Irish events market is forecast to continue to build momentum into 2015 with music festivals and concerts expected to aid this growth most.”
– Emma McGeown, Research Analyst

This report answers the following key questions:

  • How is the Irish events tourism market expected to perform in 2015?
  • How has the recent economic climate impacted the events tourism market?
  • What are the types of events that Irish consumers are attending?
  • What are the main factors prohibiting consumers from attending more events?

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Table of contents

  1. Introduction

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

                  • The market
                    • Figure 1: Estimated market value for events tourism, IoI, NI and RoI, 2010-20
                  • Forecast
                    • Figure 2: Estimated value of the events market and the estimated external market, NI and RoI, 2015
                  • Market factors
                    • Rise in device ownership gives more scope for event providers
                      • Consumer confidence on the rise could encourage more visits to events
                        • Irish weather plays an influential role in event attendance
                          • A third of UK ticket fraud occurs during summer months
                            • Companies and innovations
                              • The consumer
                                • Figure 3: Types of events or festivals consumers have visited in the last 12 months, NI and RoI, May 2015
                                • Figure 4: Types of event, festival or concert consumers would consider visiting in the future, NI and RoI, July 2014
                              • Better transport facilities could generate more footfall
                                • Figure 5: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, May 2015
                              • Distance to events deters consumers
                                • Figure 6: Factors that in the past have prevented consumers from attending events or festivals, NI and RoI, May 2015
                              • What we think
                              • Issues and Insights

                                • How is the Irish events tourism market expected to perform in 2015?
                                  • The facts
                                    • The implications
                                      • How has the recent economic climate impacted the events tourism market?
                                        • The facts
                                          • The implications
                                            • What are the types of events that Irish consumers are attending?
                                              • The facts
                                                • The implications
                                                  • What are the main factors prohibiting consumers from attending more events?
                                                    • The facts
                                                      • The implications
                                                      • Market Overview

                                                        • Key points
                                                          • Rise in device ownership gives more scope for event providers
                                                            • Figure 7: Smartphone ownership, NI and RoI, March 2014-May 2015
                                                            • Figure 8: Tablet device ownership, NI and RoI, March 2014-May 2015
                                                          • What this means for the events industry in IoI
                                                            • Figure 9: Entertainment tickets (eg tickets for cinema, concerts, sporting events) bought online in the last 12 months, by device, NI and RoI, March 2015
                                                          • Consumer confidence on the rise
                                                            • Figure 10: Indexed consumer confidence, NI, Q4 2012-Q1 2015
                                                            • Figure 11: Indexed consumer sentiment, RoI, September 2014-June 2015
                                                          • Consumer views on personal finance see some upward movement
                                                            • Figure 12: Irish consumers who rate their current financial situation as ‘Healthy’, NI and RoI, July 2013-May 2015
                                                          • Irish weather plays an influential role in event attendance
                                                            • A third of UK ticket fraud occurs during summer months
                                                              • Event hosting expected to pay off for IoI economy
                                                                • Figure 13: Top five responses RoI businesses gave to the question: “What are the main positive factors affecting your business this year?"
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Events market expected to grow in 2015
                                                                  • Figure 14: Estimated market value for events tourism, IoI, NI and RoI, 2010-20
                                                                • Events market estimated to have contributed €433 million to the IoI economy in 2014
                                                                  • Figure 15: Estimated total value of the events market to the Irish economy, NI and RoI, 2014 and 2015
                                                                  • Figure 16: Estimated value of the events market and the estimated external market, NI and RoI, 2014
                                                                • Forecast
                                                                  • Figure 17: Estimated value of the events market and the estimated external market, NI and RoI, 2014 and 2015
                                                                • Visitor numbers continue to rise in 2014
                                                                  • Figure 18: Estimated total visitor numbers, IoI, NI and RoI, 2010-20
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Portable device provides everything everywhere
                                                                        • Festival hearing aids
                                                                          • Need a lift?
                                                                            • DICE handpicks the best gigs in your city
                                                                            • Companies and Brands

                                                                                • Tourism authorities
                                                                                  • Fáilte Ireland
                                                                                    • Key facts
                                                                                      • Recent developments
                                                                                        • Tourism NI (formerly the NITB)
                                                                                          • Key facts
                                                                                            • Recent developments
                                                                                              • Tourism Ireland
                                                                                                • Key facts
                                                                                                  • Recent developments
                                                                                                    • NI events
                                                                                                      • Lidl Belfast Titanic Maritime Festival
                                                                                                        • Tennents Vital
                                                                                                          • Belsonic
                                                                                                            • Féile An Phobail
                                                                                                              • Belfast Beer and Cider Festival
                                                                                                                • Belfast Mela
                                                                                                                  • Ulster Bank Belfast International Arts Festival 
                                                                                                                    • Balmoral Show
                                                                                                                      • The Dalriada Festival
                                                                                                                        • RoI events
                                                                                                                          • Discover Ireland Horse Show
                                                                                                                            • Electric Picnic
                                                                                                                              • Galway International Oyster and Seafood Festival
                                                                                                                                • Temple Bar Trad Festival
                                                                                                                                  • Longitude
                                                                                                                                    • Jameson Dublin International Film Festival
                                                                                                                                      • Tiger Dublin Fringe Festival
                                                                                                                                      • The Consumer – Types of Events Attended

                                                                                                                                        • Key points
                                                                                                                                          • Countryside fairs prove popular among Irish consumers
                                                                                                                                            • Figure 19: Types of events or festivals consumers have and would/would never consider visiting in the future, NI and RoI, May 2015
                                                                                                                                          • Countryside fairs/festivals appeal to parents and rural consumers
                                                                                                                                              • Figure 20: Consumers who have visited a countryside fair/show (eg Balmoral Show) in the last 12 months, by presence of children, NI and RoI, May 2015
                                                                                                                                            • Pop events most popular among females and youngsters
                                                                                                                                              • Figure 21: Consumers who have visited a pop/R&B music concert/festival, NI and RoI, May 2015
                                                                                                                                            • Rock/metal events appeal most to 25-34-year-olds
                                                                                                                                              • Figure 22: Consumers who have visited a rock/metal/indie/punk music concert/festival in the last 1-2 years, by age, NI and RoI, May 2015
                                                                                                                                              • Figure 23: Consumers who have visited a rock/metal/indie/punk music concert/festival in the last 1-2 years, by location, NI and RoI, May 2015
                                                                                                                                            • Sports events most popular among men
                                                                                                                                              • Figure 24: Consumers who have visited a sports event or festival (eg The Open) in the last 12 months, by gender and age, NI and RoI, May 2015
                                                                                                                                            • Half interested in food festivals in the future
                                                                                                                                                • Figure 25: Consumers who would consider visiting a food festival (eg Galway Oyster Festival) in the future, by presence of children, NI and RoI, May 2015
                                                                                                                                            • The Consumer – Factors that Would Encourage Consumers to Attend More Events

                                                                                                                                              • Key points
                                                                                                                                                • Better transport facilities could generate more footfall
                                                                                                                                                    • Figure 26: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, May 2015
                                                                                                                                                  • Mature consumers enjoy one-day events and events close by
                                                                                                                                                    • Figure 27: Consumers stating events taking place in their local area would encourage them to visit more events, by age, NI and RoI, May 2015
                                                                                                                                                    • Figure 28: Consumers stating that events that do not need an overnight stay would encourage them to visit more events, by gender and age, NI and RoI, May 2015
                                                                                                                                                  • Less affluent consumers demand more events in their local area
                                                                                                                                                    • Figure 29: Consumers stating that events taking place in their local area would encourage them to visit more events, by social class, NI and RoI, May 2015
                                                                                                                                                  • Free Wi-Fi appeals to younger consumers
                                                                                                                                                    • Figure 30: Consumers stating that free Wi-Fi access at the event would encourage them to visit more events, by age, NI and RoI, May 2015
                                                                                                                                                • The Consumer – Factors that Have Prevented Consumers from Attending Events

                                                                                                                                                  • Key points
                                                                                                                                                    • Distance to events deters consumers
                                                                                                                                                        • Figure 31: Factors that in the past have prevented consumers from attending events or festivals, NI and RoI, May 2015
                                                                                                                                                      • Crowd issues worry families with children
                                                                                                                                                        • Figure 32: Factors that in the past have prevented consumers from attending events or festivals, NI and RoI, May 2015
                                                                                                                                                      • Events selling out see a third miss out
                                                                                                                                                        • Figure 33: Consumers who have stated that in the past an event being sold out has prevented them from attending events or festivals, by gender and age, NI and RoI, May 2015
                                                                                                                                                      • NI consumers more likely to feel there is a poor range of events in NI/RoI
                                                                                                                                                        • Figure 34: Consumers who have stated that in the past a poor range of events in NI/RoI have prevented them from attending events or festivals, by age, NI and RoI, May 2015
                                                                                                                                                    • Appendix

                                                                                                                                                      • NI Toluna data
                                                                                                                                                        • Figure 35: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, May 2015
                                                                                                                                                        • Figure 36: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 37: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 38: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, NI, May 2015
                                                                                                                                                        • Figure 39: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 40: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 41: Types of events or festivals visited by consumers over two years ago, by demographics, NI, May 2015
                                                                                                                                                        • Figure 42: Types of events or festivals visited by consumers over two years ago, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 43: Types of events or festivals visited by consumers over two years ago, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 44: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, May 2015
                                                                                                                                                        • Figure 45: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 46: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 47: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, NI, May 2015
                                                                                                                                                        • Figure 48: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 49: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 50: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, NI, May 2015
                                                                                                                                                        • Figure 51: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 52: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 53: Factors that in the past have prevented consumers from attending events or festivals, by demographics, NI, May 2015
                                                                                                                                                        • Figure 54: Factors that in the past have prevented consumers from attending events or festivals, by demographics, NI, May 2015 (continued)
                                                                                                                                                        • Figure 55: Factors that in the past have prevented consumers from attending events or festivals, by demographics, NI, May 2015 (continued)
                                                                                                                                                      • RoI Toluna data
                                                                                                                                                        • Figure 56: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 57: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 58: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 59: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 60: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 61: Types of events or festivals visited by consumers between 1-2 years ago, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 62: Types of events or festivals visited by consumers over two years ago, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 63: Types of events or festivals visited by consumers over two years ago, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 64: Types of events or festivals visited by consumers over two years ago, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 65: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 66: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 67: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 68: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 69: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 70: Types of events or festivals consumers have not visited and would never consider visiting in the future, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 71: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 72: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 73: Factors (excluding cost) that would encourage consumers to attend more events or festivals, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 74: Factors that in the past have prevented consumers from attending events or festivals, by demographics, RoI, May 2015
                                                                                                                                                        • Figure 75: Factors that in the past have prevented consumers from attending events or festivals, by demographics, RoI, May 2015 (continued)
                                                                                                                                                        • Figure 76: Factors that in the past have prevented consumers from attending events or festivals, by demographics, RoI, May 2015 (continued)

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Events Tourism - Ireland - August 2015

                                                                                                                                                    £1,095.00 (Excl.Tax)