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Heritage Tourism - Ireland - December 2010

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

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

                • Kid-free visits
                  • The importance of a photograph
                    • Heritage buildings and sites as accommodation
                    • Market in Brief

                      • Heritage attractions a major draw for visitors
                        • Culture is important to Irish consumers
                          • Recession modifying Irish holiday habits
                            • Interest in education might help drive heritage tourism market
                              • Food and its importance to heritage tourism
                              • Fast Forward Trends

                                  • Trend 1: I Travel Therefore I Am
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                          • Trend 2: Renting is All
                                            • What’s it about?
                                              • What we’ve seen
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • Interest in culture on the rise
                                                      • Figure 1: Agreement with statements relating to culture, NI and RoI, 2005-10
                                                      • Figure 2: How do Irish visitors think about travel, September 2009
                                                    • Museums are the most visited culture attraction internationally
                                                      • Figure 3: Types of cultural attractions visited, by international tourists, 2007
                                                    • Historic sites and buildings are key heritage attractions in Ireland
                                                      • Figure 4: Types of heritage-based attractions visited, by overseas visitors, NI and RoI, 2009
                                                      • Figure 5: Top five historically important landmarks or buildings, RoI, 2010
                                                    • High debt contributing to increase in domestic tourism
                                                      • Figure 6: Ways in which respondents feel the recession has affected their lifestyles, NI and RoI, April 2010
                                                      • Figure 7: Total air and sea passenger carryings, NI and RoI, 2008-10
                                                    • Domestic trips are cheaper
                                                      • Figure 8: Average hotel room price, domestic vs. overseas, UK and Ireland, 2010
                                                      • Figure 9: Average hotel price (€ per night), UK and Ireland, 2007-10
                                                    • Desire to learn could help drive heritage tourism
                                                      • Figure 10: Agreement with the statement ‘It is important to continue learning new things throughout your life’, NI and RoI, 2005-10
                                                    • Internet a key channel planning and booking holidays
                                                      • Figure 11: Selected products/services respondents have purchased online in the last six months, RoI and NI, April 2010
                                                      • Figure 12: Method used to book last holiday, NI and RoI, 2005-09
                                                    • Social networking to help boost heritage visitors
                                                      • Figure 13: Social networking sites respondents currently access, NI and RoI, September 2009
                                                    • The drive for something new or different
                                                      • Figure 14: Agreement with the statement ‘I try to go somewhere different on holiday every time’, NI and RoI, 2005-10
                                                    • Events help create return guests
                                                      • Figure 15: Consumers visiting NI for the purpose of attending an event or festival, 2005-09*
                                                    • What role does food play in heritage tourism?
                                                      • Figure 16: Agreement with selected statements about food eaten on holidays in Ireland, RoI and NI, 2009
                                                    • Where do tourists eat?
                                                      • Figure 17: Places eaten out at during trip to Northern Ireland, all visitors, 2009*
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Economy shows sign of recovery in 2010, but budget cuts will dampen growth
                                                        • Figure 18: Economic outlook, NI and RoI, 2008-10
                                                      • Consumer confidence drops
                                                        • Figure 19: Consumer Sentiment/Confidence Index, November 2007-10
                                                      • Careful spenders may avoid paid-for heritage attractions
                                                        • Higher unemployment impacting tourism
                                                          • Figure 20: Unemployment rate, NI and RoI, July 2007-September 2010
                                                          • Figure 21: Holiday taken in the last 12 months, by employment status, NI and RoI, 2010
                                                        • UK unemployment will have an impact on future inbound tourism
                                                          • Figure 22: Unemployment rate, GB, April-June 2008-10
                                                        • Older consumers a key target for heritage tourism
                                                          • Figure 23: Holiday taken in the last 12 months, by age, NI and RoI, 2010
                                                          • Figure 24: Agreement with selected statements relating to culture, by age, NI and RoI, 2010
                                                      • Competitive Context

                                                        • Key points
                                                          • Strong competition from other holiday activities
                                                            • Figure 25: Activities consumers enjoy when on holiday, NI and RoI, 2010
                                                          • Food accounting for 36% of total holiday spending
                                                            • Figure 26: How overseas visitors spent their money when in Ireland, 2009
                                                            • Figure 27: How overseas visitors spent their money when in Ireland, by average amount spent, 2009
                                                          • Relaxation a key aspect of holidays
                                                            • Figure 28: Consumers who enjoy ‘relaxing/lazing around’ when on holiday, by age, NI and RoI, 2010
                                                          • Shop ’til you drop
                                                            • Figure 29: Consumers who enjoy shopping when on holiday, by gender, NI and RoI, 2010
                                                          • Beaches present major competition to heritage sites
                                                            • Interest in foreign culture may see more Irish consumers travel abroad
                                                              • Figure 30: Consumers who agree with selected statements relating to travel and holidays, NI and RoI, 2010
                                                            • Global heritage sites highly appealing to tourists
                                                              • Figure 31: Top ten visitor attractions in the world, 2010
                                                          • Market Overview

                                                            • Key points
                                                              • Visitor levels and expenditure drop to 2004/5 levels in RoI
                                                                • Figure 32: Total visits to Ireland and expenditure, NI and RoI, 2004-09
                                                              • Domestic tourism helps fill the void left by overseas tourism
                                                                • Figure 33: Domestic visits to Ireland and expenditure, NI and RoI, 2004-09
                                                              • Exchange rate and recession takes its toll on overseas visitors
                                                                • Figure 34: Overseas visits to Ireland and expenditure, NI and RoI, 2004-09
                                                              • Sightseeing and entertainment expenditure a small proportion
                                                                • Figure 35: Domestic and out-of-state tourism expenditure, by type of expenditure, NI and RoI, 2009
                                                              • Guinness Storehouse and Giant’s Causeway are top draws for NI and RoI
                                                                • Figure 36: Top ten fee-paying attractions, by number of visitors, RoI, 2008-09
                                                                • Figure 37: Top ten free-to-enter attractions, RoI, 2008-09
                                                              • Giant’s Causeway takes a tumble, but Titanic attraction a major draw
                                                                • Figure 38: Top ten attractions, NI, 2008-09
                                                              • Heritage attractions account for 40% of visits to NI attractions
                                                                • Figure 39: Market share of visits to attractions, NI, 2009
                                                              • Strong interest in cultural and historical activities among overseas tourists
                                                                • Figure 40: Overseas visitors engaging in historical/cultural activities, RoI, 2009
                                                              • Average ticket prices increase
                                                                • Figure 41: Admission charges to fee-charging attractions, NI, 2008-09
                                                                • Figure 42: Revenue generated from admissions, by percentage of total revenue generated, NI, 2009
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Targeting new markets for Irish heritage tourism
                                                                      • Fáilte Ireland to drive up Art Tourism
                                                                        • ‘My NI Book’
                                                                          • New technology to boost museum experience
                                                                          • Companies and Products

                                                                            • Key points
                                                                              • Tourism bodies
                                                                                • Tourism Ireland
                                                                                  • Key facts
                                                                                    • Recent developments
                                                                                      • Fáilte Ireland
                                                                                        • Key facts
                                                                                          • Recent developments
                                                                                            • NITB (Northern Ireland Tourist Board)
                                                                                              • Key facts
                                                                                                • Recent developments
                                                                                                  • Heritage tourism sites
                                                                                                    • RoI
                                                                                                      • Guinness Storehouse
                                                                                                        • Key facts
                                                                                                          • Recent developments
                                                                                                            • National Gallery of Ireland
                                                                                                              • Key facts
                                                                                                                • Recent developments
                                                                                                                  • Dublin Castle
                                                                                                                    • Key facts
                                                                                                                      • Recent developments
                                                                                                                        • The Book of Kells
                                                                                                                          • Key facts
                                                                                                                            • Recent developments
                                                                                                                              • Blarney Castle
                                                                                                                                • Key facts
                                                                                                                                  • Recent developments
                                                                                                                                    • St. Patrick’s Cathedral
                                                                                                                                      • Key facts
                                                                                                                                        • Recent developments
                                                                                                                                          • Brú na Bóinne Visitor Centre
                                                                                                                                            • Key facts
                                                                                                                                              • Recent developments
                                                                                                                                                • NI
                                                                                                                                                  • Titanic Dock and Pumphouse
                                                                                                                                                    • Key facts
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Ulster Museum
                                                                                                                                                          • Key facts
                                                                                                                                                            • Recent developments
                                                                                                                                                              • Walls of Derry
                                                                                                                                                                • Key facts
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • Giant’s Causeway
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • Crown Liquor Saloon
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Navan Centre and Fort
                                                                                                                                                                                • Key facts
                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                  • Consumer Holiday Habits

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Irish consumers still taking holidays, despite the recession
                                                                                                                                                                                          • Figure 43: Holiday taken in the last 12 months, NI and RoI, 2005-10
                                                                                                                                                                                        • Women and more affluent consumers taking some ‘downtime’
                                                                                                                                                                                          • Figure 44: Holiday taken in the last 12 months, by demographic breakdown, NI and RoI, 2010
                                                                                                                                                                                        • Recession creating a more impulsive tourist
                                                                                                                                                                                            • Figure 45: How long holiday was booked in advance, NI and RoI, 2010
                                                                                                                                                                                          • Most consumers took holidays at home
                                                                                                                                                                                              • Figure 46: Total number of holidays taken in the last 12 months, in the UK and Ireland vs. abroad, NI and RoI, 2010
                                                                                                                                                                                            • Summer still the prime time for holidays
                                                                                                                                                                                              • Figure 47: Month holidays taken began, NI and RoI, 2010
                                                                                                                                                                                              • Figure 48: Holiday or short break – taken during or outside school holidays, by all adults and children present in household, NI and RoI, 2010
                                                                                                                                                                                            • Holidays and short breaks on a budget
                                                                                                                                                                                              • Figure 49: Amount spent on holidays and short breaks, by all adults, NI and RoI, 2010
                                                                                                                                                                                          • Consumer Attitudes Towards Heritage Sites

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Strong level of visits to heritage sites
                                                                                                                                                                                                • Figure 50: Agreement with statements relating to heritage tourism, NI and RoI, June 2010
                                                                                                                                                                                              • Who visits heritage sites?
                                                                                                                                                                                                  • Figure 51: Consumers who have visited a heritage site in the last 12 months, NI and RoI, June 2010
                                                                                                                                                                                                • NI consumers less likely to visit a heritage site
                                                                                                                                                                                                    • Figure 52: Agreement with statements “I have visited heritage sites in the last 12 months” and “I never visit heritage sites”, NI and RoI, June 2010
                                                                                                                                                                                                  • Educational value of heritage sites a key selling point
                                                                                                                                                                                                      • Figure 53: Agreement with statements “Heritage sites are of great educational value”, by gender, NI and RoI, June 2010
                                                                                                                                                                                                    • Heritage sites are seen as part of a holiday – not the basis for one
                                                                                                                                                                                                        • Figure 54: Agreement with statements “I prefer a holiday/day trip with a greater variety of activities” and “Heritage sites are the major reason behind my choice of destination for a holiday/day trip”, NI and RoI, June 2010
                                                                                                                                                                                                      • Family appeal of heritage sites
                                                                                                                                                                                                        • Figure 55: Agreement with statement “Heritage sites appeal to families most”, by gender, NI and RoI, June 2010
                                                                                                                                                                                                      • Families an important target for heritage sites
                                                                                                                                                                                                        • Figure 56: Who consumers took their holidays with, NI and RoI, 2010
                                                                                                                                                                                                      • RoI consumers more inclined to research heritage sites before a visit
                                                                                                                                                                                                        • Figure 57: Agreement with statement “I research heritage sites before going on a holiday/day trip”, NI and RoI, June 2010
                                                                                                                                                                                                      • Price not an issue for heritage tourism
                                                                                                                                                                                                      • Consumer Target Groups

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • NI target groups
                                                                                                                                                                                                            • Figure 58: NI consumer typologies, June 2010
                                                                                                                                                                                                          • Variety Seekers
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Who are Variety Seekers?
                                                                                                                                                                                                                • Understanding Variety Seekers
                                                                                                                                                                                                                  • Family Guys
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Who are Family Guys?
                                                                                                                                                                                                                        • Understanding Family Guys
                                                                                                                                                                                                                          • Educators
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Who are Educators?
                                                                                                                                                                                                                                • Understanding Educators
                                                                                                                                                                                                                                  • Non-visitors
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Who are Non-visitors?
                                                                                                                                                                                                                                        • Understanding Non-visitors
                                                                                                                                                                                                                                          • RoI target groups
                                                                                                                                                                                                                                            • Figure 59: Consumer target groups, RoI, June 2010
                                                                                                                                                                                                                                          • Variety Seekers
                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                              • Who are Variety Seekers?
                                                                                                                                                                                                                                                • Understanding Variety Seekers
                                                                                                                                                                                                                                                  • Never Use
                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                      • Who are Never Use?
                                                                                                                                                                                                                                                        • Understanding Never Use
                                                                                                                                                                                                                                                          • Family-oriented
                                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                                              • Who are Family-oriented?
                                                                                                                                                                                                                                                                • Understanding Family-oriented
                                                                                                                                                                                                                                                                  • Heritage Enthusiasts
                                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                                      • Who are Heritage Enthusiasts?
                                                                                                                                                                                                                                                                        • Understanding Enthusiasts
                                                                                                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                            • Figure 60: Population projections, NI, by gender, 2006-20
                                                                                                                                                                                                                                                                            • Figure 61: Population projections, RoI, by gender, 2006-20
                                                                                                                                                                                                                                                                            • Figure 62: Population projections, by age, NI, 2000-20
                                                                                                                                                                                                                                                                            • Figure 63: Population projections, by age, RoI, 2000-20
                                                                                                                                                                                                                                                                            • Figure 64: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                                                                                        • Appendix – Market Overview

                                                                                                                                                                                                                                                                            • Figure 65: Overseas visitors to Ireland, by country of origin, NI and RoI, 2007-09
                                                                                                                                                                                                                                                                        • Appendix – Consumer Holiday Habits

                                                                                                                                                                                                                                                                          • NI
                                                                                                                                                                                                                                                                            • Figure 66: Consumers who took a holiday in the last 12 months, NI, 2010
                                                                                                                                                                                                                                                                            • Figure 67: Level of advanced booking for last holiday, NI, 2010
                                                                                                                                                                                                                                                                            • Figure 68: Number of trips taken at home, NI, 2010
                                                                                                                                                                                                                                                                            • Figure 69: Number of trips taken abroad, NI, 2010
                                                                                                                                                                                                                                                                            • Figure 70: When short break/holiday was taken – during or outside of school holidays, NI, 2010
                                                                                                                                                                                                                                                                          • RoI
                                                                                                                                                                                                                                                                            • Figure 71: Consumers who took a holiday in the last 12 months, RoI, 2010
                                                                                                                                                                                                                                                                            • Figure 72: Level of advanced booking for last holiday, RoI, 2010
                                                                                                                                                                                                                                                                            • Figure 73: Number of trips taken at home, RoI, 2010
                                                                                                                                                                                                                                                                            • Figure 74: Number of trips taken abroad, RoI, 2010
                                                                                                                                                                                                                                                                            • Figure 75: When short break/holiday was taken – during or outside of school holidays, RoI, 2010
                                                                                                                                                                                                                                                                        • Appendix – Consumer Attitudes Towards Heritage Tourism

                                                                                                                                                                                                                                                                          • NI
                                                                                                                                                                                                                                                                            • Figure 76: Agreement with statements relating to heritage tourism, by demographic breakdown, NI, June 2010
                                                                                                                                                                                                                                                                            • Figure 77: Agreement with statements relating to heritage tourism, by demographic breakdown, NI, June 2010
                                                                                                                                                                                                                                                                            • Figure 78: Agreement with statements relating to heritage tourism, by demographic breakdown, NI, June 2010
                                                                                                                                                                                                                                                                          • RoI
                                                                                                                                                                                                                                                                            • Figure 79: Agreement with statements relating to heritage tourism, by demographic breakdown, RoI, June 2010
                                                                                                                                                                                                                                                                            • Figure 80: Agreement with statements relating to heritage tourism, by demographic breakdown, RoI, June 2010
                                                                                                                                                                                                                                                                            • Figure 81: Agreement with statements relating to heritage tourism, by demographic breakdown, RoI, June 2010
                                                                                                                                                                                                                                                                        • Appendix – Consumer Target Groups

                                                                                                                                                                                                                                                                          • NI
                                                                                                                                                                                                                                                                            • Figure 82: NI consumer typologies, June 2010
                                                                                                                                                                                                                                                                            • Figure 83: NI consumer typologies, June 2010
                                                                                                                                                                                                                                                                          • RoI
                                                                                                                                                                                                                                                                            • Figure 84: RoI consumer typologies, June 2010
                                                                                                                                                                                                                                                                            • Figure 85: RoI consumer typologies, June 2010

                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                        • Gfk NOP

                                                                                                                                                                                                                                                                        Heritage Tourism - Ireland - December 2010

                                                                                                                                                                                                                                                                        £1,095.00 (Excl.Tax)