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Outdoor Adventure Tourism - Ireland - May 2013

“Outdoor adventure tourism has the potential to grow as a sector due to the forecast increase in visitors to Ireland and consumer expenditure. As such, companies operating in this sector may wish to consider developing a more balanced communication strategy that includes greater offline activity to reach and appeal to these consumers and increase the usage of their services.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • Which outdoor adventure activities offer the greatest appeal to tourists in Ireland?
  • What motivates visitors to take part in outdoor adventure activities?
  • What inhibits visitors’ usage of outdoor adventure pursuits?
  • How can Irish outdoor adventure companies increase usage of their services?
  • What are the alternative activities to outdoor adventure pursuits?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Indexed estimated visitor numbers, NI and RoI, 2008-18
                • Forecast
                  • Figure 2: Estimated value of outdoor adventure tourism, IoI, NI and RoI, 2008-18
                • Market factors
                  • Internet a highly influential channel
                    • Mature consumers to be key market going forward
                      • Consumer spending to stabilise in 2013
                        • Ireland’s unpredictable weather an issue for outdoor adventure tourism
                          • Childhood participation can help foster lifelong outdoor adventure
                            • Companies, brands and innovations
                              • The consumer
                                • Hiking/walking top activity for Irish consumers
                                  • Figure 3: Outdoor adventure activities Irish consumers have taken part in Ireland in the last 12 months, NI and RoI, May 2013
                                • Relaxing activities a priority for Irish consumers, value also important
                                  • Figure 4: Agreement with statements relating to adventure and outdoor tourism, NI and RoI, May 2013
                                • What we think
                                • Issues in the Market

                                  • Which outdoor adventure activities offer the greatest appeal to tourists in Ireland?
                                    • What motivates visitors to take part in outdoor adventure activities?
                                      • What inhibits visitors’ usage of outdoor adventure pursuits?
                                        • How can Irish outdoor adventure companies increase usage of their services?
                                          • What are the alternative activities to outdoor adventure pursuits?
                                          • Trend Applications

                                              • Switch Off
                                                • Immaterial World
                                                  • Mintel Futures: Old Gold
                                                  • Market Overview

                                                    • Key points
                                                      • Internet a key marketing channel for outdoor adventure activities
                                                        • Figure 5: Agreement with the statement 'The internet has changed the way I book and/or source information on holidays', NI and RoI, July 2012
                                                      • Social media an important marketing outlet
                                                        • Figure 6: Social network used to research potential holiday destinations, NI and RoI, February 2013
                                                      • Mobile internet an increasingly important channel
                                                        • Figure 7: How Irish consumers accessed the internet, NI and RoI, May 2013
                                                      • Mature consumers increasingly important to outdoor adventure tourism
                                                        • Figure 8: Population, by age, NI, 2012 and 2024
                                                        • Figure 9: Population, by age, RoI, 2011 and 2026
                                                      • Consumer spending expected to recover in 2013
                                                          • Figure 10: Average household disposable income £ per week, NI, Q1 2011-Q1 2013
                                                        • However, cost of living increases throughout Ireland
                                                          • Figure 11: Consumer price index, RoI, 2006-13
                                                          • Figure 12: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
                                                        • Irish weather an issue for outdoor adventure tourism
                                                            • Figure 13: Irish weather data, annual average figures, NI and RoI, 2011
                                                          • Outdoor adventure industry catering for children
                                                            • Figure 14: Agreement with children having an influence over family leisure activities, NI and RoI, September 2012
                                                          • Outdoor children’s activities can help governments meet health targets
                                                          • Competitive Context

                                                            • Key points
                                                              • Sightseeing popular among domestic visitors
                                                                • Figure 15: Agreement with statements relating to sightseeing, NI and RoI, September 2012
                                                              • Food tourism
                                                                • Figure 16: Estimated visitor expenditure, by areas of spending, NI and RoI, 2012
                                                                • Figure 17: Consumer agreement with statements regarding food tourism, NI, GB and RoI, 2011
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Outdoor adventure tourism sector to grow in 2013
                                                                  • Figure 18: Estimated value of outdoor adventure tourism, IoI, NI and RoI, 2008-18
                                                                • Overseas visitors spending more on outdoor adventure activities
                                                                  • Figure 19: Estimated domestic and overseas visitor expenditure on outdoor adventure tourism, NI, 2008-18
                                                                • Domestic and overseas visitors spending more in RoI
                                                                  • Figure 20: Estimated domestic and overseas visitor expenditure on outdoor adventure tourism, RoI, 2008-18
                                                                • A good year expected for Irish tourism
                                                                  • Figure 21: Estimated visitor numbers, IoI, NI and RoI, 2008-18
                                                                • Growth in overseas visitors to continue in 2013
                                                                  • Figure 22: Overseas visitor numbers, IoI, NI and RoI, 2008-18
                                                                • Domestic visitors to take more trips at home
                                                                  • Figure 23: Domestic visitor numbers, IoI, NI and RoI, 2008-18
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Companies and Innovations

                                                                      • Examples of innovation
                                                                        • Fáilte Ireland relaunches Discover Ireland app
                                                                          • Community initiative encourages outdoor activity
                                                                            • Diversification key to boosting usage
                                                                              • Tourism authorities
                                                                                • Fáilte Ireland
                                                                                  • Northern Ireland Tourist Board (NITB)
                                                                                    • Tourism Ireland
                                                                                      • Outdoor Recreation Northern Ireland
                                                                                        • Outdoor adventure activity providers
                                                                                          • Kippure Adventure Centre
                                                                                            • Lahinch Surf School
                                                                                              • Skydive Ireland
                                                                                                • The Jungle NI
                                                                                                  • Vagabond Tours
                                                                                                  • The Consumer – Usage of Outdoor Adventure Activities

                                                                                                    • Key points
                                                                                                      • Hiking and walking remain popular with Irish consumers
                                                                                                        • Figure 24: Outdoor adventure activities Irish consumers have taken part in Ireland in the last 12 months, NI and RoI, May 2013
                                                                                                        • Figure 25: Consumers who have taken part in hiking/walking in Ireland in the last 12 months, NI and RoI, 2012 and 2013
                                                                                                        • Figure 26: Consumers who have taken part in hiking/walking in Ireland in the last 12 months, by age and gender, NI and RoI, May 2013
                                                                                                      • Events helping to encourage cycling activities
                                                                                                          • Figure 27: Consumers who have taken part in cycling/mountain biking in Ireland in the last 12 months, NI and RoI, 2012 and 2013
                                                                                                          • Figure 28: Consumers who have taken part in cycling/mountain biking in Ireland in the last 12 months, by gender and age, NI and RoI, May 2013
                                                                                                        • Presence of children influences cycling activities
                                                                                                          • Figure 29: Consumers who have taken part in cycling/mountain biking in Ireland in the last 12 months, by presence of children in the household, NI and RoI, May 2013
                                                                                                        • Participation in team sports declines throughout Ireland
                                                                                                            • Figure 30: Consumers taking part in team sports (eg football/rugby) in Ireland in the last 12 months, NI and RoI, 2012 and 2013
                                                                                                          • Men more involved in team sports
                                                                                                            • Figure 31: Consumers who have taken part/would take part in team sports (eg football/rugby) in Ireland in the last 12 months, by gender and age, NI and RoI, May 2013
                                                                                                            • Figure 32: Consumers who have taken part/would take part in team sports (eg football/rugby) in Ireland in the last 12 months, by work status, NI and RoI, May 2013
                                                                                                          • One in five Irish consumers playing golf
                                                                                                            • Figure 33: Consumers who have taken part in golf in Ireland in the last 12 months, NI and RoI, 2012 and 2013
                                                                                                            • Figure 34: Consumers who have taken part in golf in Ireland in the last 12 months, by social class, NI and RoI, May 2013
                                                                                                        • The Consumer – Attitudes Towards Outdoor Adventure Activities

                                                                                                          • Key points
                                                                                                            • Four in ten Irish consumers prefer relaxing activities
                                                                                                              • Figure 35: Agreement with statements relating to adventure and outdoor tourism, NI and RoI, May 2013
                                                                                                              • Figure 36: Agreement with the statement 'I prefer relaxing activities instead of adventure activities', by gender and age, NI and RoI, May 2013
                                                                                                            • Outdoor adventure activities still seen as expensive
                                                                                                              • Figure 37: Agreement with the statement 'Many adventure and outdoor activities are too expensive for me (eg skiing, parachuting)’, by gender and age, NI and RoI, May 2013
                                                                                                              • Figure 38: Agreement with the statement 'I’ve taken part in fewer outdoor and adventure activities recently due to the economic downturn', by gender and age, NI and RoI, May 2013
                                                                                                            • Value a key consideration when planning how to spend free time
                                                                                                                • Figure 39: Agreement with the statement 'I look for the best value option when planning how to spend my free time', by social class and age, NI and RoI, May 2013
                                                                                                              • Local availability of activities could boost usage
                                                                                                                • Figure 40: Agreement with the statement ‘I would take part in more outdoor activities if they were in my local area’, by gender and age, NI and RoI, May 2013
                                                                                                                • Figure 41: Agreement with the statement ‘I would take part in more outdoor activities if they were in my local area’, by work status, NI and RoI, May 2013
                                                                                                              • Outdoor activities popular with Irish consumers
                                                                                                                • Figure 42: Agreement with the statement 'I prefer activities that take place outdoors', NI and RoI, 2012 and 2013
                                                                                                              • Fitness aspect of outdoor activities appeals to Irish consumers
                                                                                                                  • Figure 43: Agreement with the statement ‘I take part in adventure/outdoor activities to improve/maintain my fitness’, NI and RoI, 2012 and 2013
                                                                                                                  • Figure 44: Agreement with the statement ‘I take part in adventure/outdoor activities to improve/maintain my fitness’, by gender and age, NI and RoI, May 2013
                                                                                                              • Appendix

                                                                                                                • NI Toluna data
                                                                                                                  • Figure 45: Consumers who have taken part/would take part in climbing/mountaineering in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 46: Consumers who have taken part/would take part in caving/bouldering in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 47: Consumers who have taken part/would take part in cycling/mountain biking in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 48: Consumers who have taken part/would take part in diving in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 49: Consumers who have taken part/would take part in surfing/jet skiing/windsurfing/etc in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 50: Consumers who have taken part/would take part in canoeing/kayaking in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 51: Consumers who have taken part/would take part in hiking/walking in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 52: Consumers who have taken part/would take part in parachuting/skydiving/gliding in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 53: Consumers who have taken part/would take part in sailing/boating activities in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 54: Consumers who have taken part/would take part in skiing/ice skating/other snow-based activities in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 55: Consumers who have taken part/would take part in golf in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 56: Consumers who have taken part/would take part in angling/fishing in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 57: Consumers who have taken part/would take part in horse riding/equestrian pursuits in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 58: Consumers who have taken part in paintball in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 59: Consumers who have taken part/would take part in team sports (eg football/rugby) in Ireland in the last 12 months, by demographics, NI, May 2013
                                                                                                                  • Figure 60: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, May 2013
                                                                                                                  • Figure 61: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, May 2013 (continued)
                                                                                                                  • Figure 62: Agreement with statements relating to adventure and outdoor tourism, by demographics, NI, May 2013 (continued)
                                                                                                                • RoI Toluna data
                                                                                                                  • Figure 63: Consumers who have taken part/would take part in climbing/mountaineering in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 64: Consumers who have taken part/would take part in caving/bouldering in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 65: Consumers who have taken part/would take part in cycling/mountain biking in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 66: Consumers who have taken part/would take part in diving in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 67: Consumers who have taken part/would take part in surfing/jet skiing/windsurfing/etc in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 68: Consumers who have taken part/would take part in canoeing/kayaking in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 69: Consumers who have taken part/would take part in hiking/walking in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 70: Consumers who have taken part/would take part in parachuting/skydiving/gliding in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 71: Consumers who have taken part/would take part in sailing/boating activities in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 72: Consumers who have taken part/would take part in skiing/ice skating/other snow-based activities in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 73: Consumers who have taken part/would take part in golf in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 74: Consumers who have taken part/would take part in angling/fishing in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 75: Consumers who have taken part/would take part in horse riding/equestrian pursuits in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 76: Consumers who have taken part/would take part in paintball in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 77: Consumers who have taken part/would take part in team sports (eg football/rugby) in Ireland in the last 12 months, by demographics, RoI, May 2013
                                                                                                                  • Figure 78: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, May 2013
                                                                                                                  • Figure 79: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, May 2013 (continued)
                                                                                                                  • Figure 80: Agreement with statements relating to adventure and outdoor tourism, by demographics, RoI, May 2013 (continued)

                                                                                                              Companies Covered

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

                                                                                                              Outdoor Adventure Tourism - Ireland - May 2013

                                                                                                              £1,095.00 (Excl.Tax)