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Events Tourism - Ireland - August 2016

“While the RoI events and tourism sector has been doing well during 2014-15, within NI lower economic recovery has somewhat stalled growth in the events and festivals market. With the fallout of Brexit likely to further dampen NI consumer confidence, it could see less spend overall on events.”
– Brian O’Connor, Senior Consumer Analyst

Attendance of events and festivals continues to improve in Ireland – more so within RoI in 2016, which has helped to boost revenues generated from these events – attracting greater levels of both domestic and overseas visitors. Moving forward, ticket price inflation will continue to be an issue for consumers, while increasingly consumers will use technology such as contactless payment while at these events.

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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 IoI events tourism market, by segment, 2011-16
          • Forecast
            • Figure 2: Indexed estimated market value for events tourism, NI and RoI, 2011-21
          • Market factors
            • Majority of NI and RoI consumers unsure about their future post-Brexit
              • Ticket prices for events and festivals continue to grow
                • Secondary ticketing a hot issue
                  • Device ownership continues to grow
                    • Exchange rate could encourage cross-border event/ festival-going
                      • Who's innovating?
                        • The consumer
                          • Pop and rock key music events/ festivals for Ireland
                            • Figure 3: Types of music events or festivals consumers have visited in the last 12 months, NI and RoI, June 2016
                          • Cultural/ maritime and countryside events most popular non-music events
                            • Figure 4: Types of non-music events or festivals consumers have visited in the last 12 months, NI and RoI, June 2016
                          • Location important factor for attendance
                            • Figure 5: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
                          • Ticketing apps most used type of technology
                            • Figure 6: Types of technology that consumers have used or would consider using in the future at events or festivals, NI and RoI, June 2016
                        • The Market – What You Need to Know

                          • Higher visitor numbers boost event revenue
                            • Consumer confidence shaken by Brexit result
                              • Ticket prices for events and festivals outstrip wage growth
                                • Opportunities in strong device ownership
                                  • Cross-border attendance of NI events
                                  • Market Size and Forecast

                                      • Higher visitor numbers in RoI help to boost events revenue
                                        • Figure 7: Estimated market value for events tourism, IoI, NI and RoI, 2011-21
                                      • Brexit likely to take toll on NI revenue in the near future
                                        • Figure 8: Indexed estimated market value for events tourism, NI and RoI, 2011-21
                                      • Ticket cost still accounts for majority of spending
                                        • Figure 9: Estimated IoI events tourism market, by segment, 2011-16
                                      • Ireland experiencing stronger visitor levels in 2015/16
                                        • Figure 10: Estimated total visitor numbers, IoI, NI and RoI, 2011-21
                                    • Market Drivers

                                      • Consumer confidence shaken by Brexit result
                                        • Figure 11: Consumer confidence index, NI, Q1 2012-Q1 2016
                                        • Figure 12: Consumer sentiment index, RoI, July 2012-July 2016
                                      • Most consumers unsure about their personal futures
                                        • Figure 13: How consumer feel about their personal future situation due to the EU referendum (Brexit), NI and RoI, August 2016
                                      • Ticket prices for events and festivals continue to grow
                                        • Figure 14: Average price of selected UK & Irish music festivals, 2006 vs. 2015
                                        • Figure 15: If consumers think the EU referendum (Brexit) will positively or negatively impact their cost of living, NI and RoI, August 2016
                                      • Secondary ticketing avoids stronger regulation in the UK, while legislation proposed in RoI
                                        • Device ownership continues to grow
                                          • Figure 16: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2016
                                        • Devices as a payment method at events
                                          • Figure 17: Agreement with statements relating to contactless payments, NI and RoI, April 2016
                                        • NI events could benefit in the short term from the exchange rate
                                          • Figure 18: Exchange rate of Sterling (£) vs the euro (€), 2010-16
                                      • Who’s Innovating? – What You Need to Know

                                        • Contactless payment solutions increase usage
                                          • EE makes Glastonbury the most connected event of 2016
                                            • Scope to attract foodies during NI Year of Food and Drink
                                              • SeatGeek brings new ticketing service
                                              • Who's Innovating?

                                                • Gemalto launches contactless transport ticket wristbands for Rio
                                                  • Outside Lands attracts foodies and music fans
                                                    • Loowatt brings luxury toilets to festivals
                                                      • EE makes Glastonbury the most connected festival of 2016
                                                        • Ulster Grand Prix launches app and Snapchat account
                                                          • SeatGeek aims to modernise the ticketing experience
                                                          • The Consumer – What You Need to Know

                                                            • Rock and pop most visited types of music events/ festivals
                                                              • Cultural/ maritime and countryside non-music events appeal to families
                                                                • Location important factor for attendance
                                                                  • Ticket apps show strong usage
                                                                  • The Consumer – Types of Events and Festivals Attended

                                                                      • NI consumers show preference for rock, RoI for pop/R&B
                                                                        • Figure 19: Types of music events or festivals consumers have and would consider visiting in the future, NI and RoI, June 2016
                                                                      • Rock appeals to different consumer types in NI and RoI
                                                                        • Figure 20: Consumers who have attended a rock/metal/indie/punk music concert/festival in the last 12 months, by gender and age, NI and RoI, June 2016
                                                                      • Pop has broad appeal across the board
                                                                          • Figure 21: Consumers who have attended a pop/R&B concert/festival in the last 12 months, by gender and social group, NI and RoI, June 2016
                                                                        • RoI consumers almost twice as likely to visit a folk music event
                                                                          • Figure 22: Consumers who have and/or would consider visiting a traditional Irish/folk music concert/festival in the future, NI and RoI, June 2016
                                                                        • Cultural/ maritime events visited by one in three in NI
                                                                          • Figure 23: Types of non-music events or festivals consumers have and would consider visiting in the future, NI and RoI, June 2016
                                                                        • Culture & maritime festivals prove to be a strong draw to men and those with families
                                                                          • Figure 24: Consumers who have attended a cultural/ maritime event/ festival in the last 12 months, by gender and age of children in household, NI and RoI, June 2016
                                                                        • Country shows continue to be a family favourite
                                                                          • Figure 25: Consumers who have attended a countryside fair/show in the last 12 months, by age of children in household, NI and RoI, June 2016
                                                                        • Sports events have strong pull in RoI
                                                                          • Figure 26: Consumers who have visited or would consider visiting sports event/ festival in the future, NI and RoI, June 2016
                                                                      • The Consumer – Factors that Would Encourage Consumers to Attend More Events

                                                                          • Location important factor for attendance
                                                                            • Figure 27: Factors (excluding cost) that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
                                                                          • Consumers want events nearby or at least easier to travel to
                                                                            • Figure 28: Selected factors relating to location and transport that would encourage consumers to attend more events or festivals, NI and RoI, June 2016
                                                                          • Low-cost accommodation
                                                                            • Figure 29: Consumers stating availability of low-cost accommodation at or near the event would encourage them to visit more events, by gender, NI and RoI, June 2016
                                                                            • Figure 30: Consumer price index of accommodation services, RoI and UK, 2011-15
                                                                          • Washroom hygiene vitally important to mature consumers
                                                                            • Figure 31: Consumers stating availability of better washroom/ toilet facilities at or near the event would encourage them to visit more events, by gender and age, NI and RoI, June 2016
                                                                        • The Consumer – Technology Consumers Would Consider Using for Events and Festivals

                                                                            • Irish consumers show strong use of ticket apps
                                                                              • Figure 32: Types of technology that consumers have used or would consider using in the future at events or festivals, NI and RoI, June 2016
                                                                            • Ticket-buying apps mean fans don’t miss out
                                                                              • Figure 33: If consumers have used a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by age, NI and RoI, June 2016
                                                                            • Strong rejection of secondary ticketing sites
                                                                                • Figure 34: Consumers who have not used and not would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by age, NI and RoI, June 2016
                                                                              • Last-minute ticket apps
                                                                                • Figure 35: Consumers who would be interested in using app on smartphone/tablet that tells them about last-minute availability of music concert tickets, by gender, NI and RoI, June 2016
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Data sources
                                                                                • Generational cohort definitions
                                                                                  • Abbreviations
                                                                                  • Appendix – The Consumer

                                                                                    • NI Toluna data
                                                                                      • Figure 36: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016
                                                                                      • Figure 37: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 38: Types of events or festivals visited by consumers in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 39: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016
                                                                                      • Figure 40: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 41: Types of events or festivals visited by consumers 1-2 years ago, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 42: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016
                                                                                      • Figure 43: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 44: Types of events or festivals consumers would consider visiting in the future, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 45: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016
                                                                                      • Figure 46: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 47: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 48: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016
                                                                                      • Figure 49: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 50: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, NI, June 2016 (continued)
                                                                                      • Figure 51: If consumers have used or would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by demographics, NI, June 2016
                                                                                      • Figure 52: If consumers have used or would consider using event or promoter’s Facebook/Twitter page to buy tickets, by demographics, NI, June 2016
                                                                                      • Figure 53: If consumers have used or would consider using a service which alerts them when bands or artists they like are playing in their area (eg Songkick, Eventful etc), by demographics, NI, June 2016
                                                                                      • Figure 54: If consumers have used or would consider using a service where you can request that a band or artist comes to your area when they tour (eg Eventful, WeDemand, Bandsintown etc), by demographics, NI, June 2016
                                                                                      • Figure 55: If consumers have used or would consider using a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by demographics, NI, June 2016
                                                                                      • Figure 56: If consumers have used or would consider using an app on smartphone/tablet that tells you about last-minute availability of music concert tickets, by demographics, NI, June 2016
                                                                                      • Figure 57: If consumers have used or would consider using a mobile wallet (ie pay with your smartphone – eg Google Wallet, Apple Pay) to pay for things at a concert or festival, by demographics, NI, June 2016
                                                                                      • Figure 58: If consumers have used or would consider using a contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival, by demographics, NI, June 2016
                                                                                      • Figure 59: If consumers have used or would consider using a contactless wristband that restricts ability to buy alcohol at events for underage visitors (under 18), by demographics, NI, June 2016
                                                                                    • RoI Toluna data
                                                                                      • Figure 60: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016
                                                                                      • Figure 61: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 62: Types of events or festivals visited by consumers in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 63: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016
                                                                                      • Figure 64: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 65: Types of events or festivals visited by consumers 1-2 years ago, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 66: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016
                                                                                      • Figure 67: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 68: Types of events or festivals consumers would consider visiting in the future, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 69: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016
                                                                                      • Figure 70: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 71: Types of events or festivals consumers have not visited and would not consider visiting in the future, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 72: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016
                                                                                      • Figure 73: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 74: Factors (excluding cost of ticket) that would encourage consumers to attend more events, concerts and/or festivals, by demographics, RoI, June 2016 (continued)
                                                                                      • Figure 75: If consumers have used or would consider using secondary (fan-to-fan) ticketing website (eg Seatwave, Viagogo etc) to buy/sell tickets, by demographics, RoI, June 2016
                                                                                      • Figure 76: If consumers have used or would consider using event or promoter’s Facebook/Twitter page to buy tickets, by demographics, RoI, June 2016
                                                                                      • Figure 77: If consumers have used or would consider using a service which alerts them when bands or artists they like are playing in their area (eg Songkick, Eventful etc), by demographics, RoI, June 2016
                                                                                      • Figure 78: If consumers have used or would consider using a service where you can request that a band or artist comes to your area when they tour (eg Eventful, WeDemand, Bandsintown etc), by demographics, RoI, June 2016
                                                                                      • Figure 79: If consumers have used or would consider using a ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy), by demographics, RoI, June 2016
                                                                                      • Figure 80: If consumers have used or would consider using an app on smartphone/tablet that tells you about last-minute availability of music concert tickets, by demographics, RoI, June 2016
                                                                                      • Figure 81: If consumers have used or would consider using a mobile wallet (ie pay with your smartphone – eg Google Wallet, Apple Pay) to pay for things at a concert or festival, by demographics, RoI, June 2016
                                                                                      • Figure 82: If consumers have used or would consider using a contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival, by demographics, RoI, June 2016
                                                                                      • Figure 83: If consumers have used or would consider using a contactless wristband that restricts ability to buy alcohol at events for underage visitors (under 18), by demographics, RoI, June 2016

                                                                                  Companies Covered

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

                                                                                  Events Tourism - Ireland - August 2016

                                                                                  £1,095.00 (Excl.Tax)