Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Sightseeing - Ireland - October 2012

A key component of many visits to Ireland, sightseeing is a growth segment with the NI and RoI tourism industry. A strong offering of historic visitor attractions and natural beauty are the main draws for Irish visitors.

Moving forward, Ireland faces strong competition from numerous overseas destinations, which prove attractive to Irish holidaymakers and also visitors from other countries. Thus it will be more important to highlight the strong number of attractions available to consumers when visiting Ireland.

Some questions answered in this report include:

  • How has growth in domestic tourism changed the sightseeing market?
  • How has the increasing cost of air travel impacted upon Irish sightseeing tourism?
  • What are the main types of attractions that appeal to visitors to Ireland?
  • How does the weather impact on sightseeing?
  • Who are the key sightseeing competitors to Ireland?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Consumer data
            • Abbreviations
            • Trend Applications

              • Immaterial World
                • Edutainment
                  • 2015 East Meets West
                  • Market in Brief

                    • Sightseeing and tourism spending increases, despite tighter consumer finances
                      • Internet key channel for promoting sightseeing attractions
                        • Historic and natural attractions are the most visited
                          • Education viewed as a strong point of sightseeing
                            • Strong desire to sightsee good for Irish tourism
                              • NI and RoI top destinations for sightseeing by Irish consumers
                              • Internal Market Environment

                                • Key points
                                  • Tight spending limiting Irish holidaymakers
                                    • Figure 1: Agreement with selected statements relating to how the economic downturn has affected consumers’ lives, NI and RoI, September 2012
                                  • Good news for domestic sightseeing?
                                    • Better marketing of sightseeing attractions could boost visitor numbers
                                      • The internet a key channel for targeting Irish visitors
                                        • Figure 2: Consumers with a broadband connection at home, NI and RoI, 2008-12
                                        • Figure 3: Method used to book holiday/short break, NI and RoI, 2012
                                      • More informed decision-making
                                        • Figure 4: Agreement with statements relating to how technology and the internet have changed consumers’ lives, NI and RoI, July 2012
                                      • Accommodating mobile internet users
                                        • Figure 5: How consumers access the internet, NI and RoI, 2009 and 2012
                                      • Cost of travelling still high, and oil prices will drive it up further
                                        • Figure 6: Projected oil prices (per barrel), by low, central and high price projections, 2011-30
                                      • Air tax adding to flight costs, and set to add more in NI
                                        • Figure 7: Current and new rates (effective 2013) for Air Passenger Duty, GB and NI, 2012
                                      • Duty for RoI travellers much lower
                                        • How influential are children in picking sightseeing locations?
                                          • Figure 8: Who last holiday was taken with, NI and RoI, 2012
                                          • Figure 9: How much influence children have on holidays, NI and RoI, September 2012
                                        • Weather still an issue for visitors to Ireland
                                          • Figure 10: Irish weather data – annual average figures, 2011
                                      • Broader Market Environment

                                        • Key points
                                          • 2013 to be a brighter year for RoI economy
                                            • Figure 11: Economic outlook, NI and RoI, 2010-13
                                          • Economic conditions in NI aren’t so great
                                            • Consumer expenditure hit by higher costs of living
                                              • Figure 12: Selected factors that concern Irish consumers, RoI and NI, September 2012
                                            • Unemployment rate stabilising in RoI, growing in NI
                                              • Figure 13: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
                                            • Lower earnings might push down visits to attractions
                                              • Figure 14: Average earnings per week, NI and RoI, 2009-12
                                              • Figure 15: Top five fee-paying vs. free-entry attractions, RoI, 2008 and 2011
                                            • Shifting age of Irish population good for sightseeing
                                              • Figure 16: NI population, by age, 2012 and 2032
                                              • Figure 17: RoI population, by age, 2012 and 2031
                                          • Strengths and Weaknesses

                                            • Strengths
                                              • Weaknesses
                                              • Market Size and Forecast

                                                • Key points
                                                  • Visitor numbers increase between 2011 and 2012
                                                    • Figure 18: Estimated visitor numbers, IoI, RoI and NI, 2007-17*
                                                  • Did the Home Office warning affect NI tourism?
                                                    • Belfast doing well regardless
                                                      • RoI visitor expenditure continues to grow in 2012, but drops in NI
                                                        • Figure 19: Estimated visitor expenditure, IoI, RoI and NI, 2007-17*
                                                      • 2013 and beyond to see improvement in visitor numbers and expenditure
                                                        • Visitors to sightseeing attractions in RoI dominated by historic and nature-based attractions
                                                          • Figure 20: Visitors to top ten RoI tourist attractions, 2009-11
                                                          • Figure 21: Overseas visitors to attractions, by type, 2011
                                                        • Giant’s Causeway is NI’s most popular sightseeing attraction in 2011
                                                          • Figure 22: Visitors to top ten NI tourist attractions (excluding gardens and parks), 2009-11
                                                        • Natural sightseeing more likely to attract visitors to NI
                                                          • Figure 23: Visitors to attractions, by type, NI, 2011
                                                          • Figure 24: Top ten NI participating country parks/parks/gardens, 2011
                                                        • Visitor spending on sightseeing bounces back in 2012
                                                          • Figure 25: Estimated visitor expenditure on sightseeing attractions, IoI, RoI and NI, 2007-17*
                                                      • Competitive Context

                                                        • Key points
                                                          • Food and drink claim biggest share of visitor expenditure
                                                            • Figure 26: Estimated visitor expenditure, by areas of spending, NI and RoI, 2012
                                                          • Need to relax driving food and accommodation spending
                                                            • Figure 27: Agreement with the statement ‘When I go on holiday all I want to do is eat, drink and sunbathe’, by gender and age, NI and RoI, 2012
                                                          • Adventure
                                                            • Figure 28: Activities which consumers have taken part in whilst on holiday in Ireland, NI and RoI, June 2012
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • City Sightseeing app helps visitors pinpoint attractions
                                                              • Lookze helps visitors to find out more history
                                                                • Google Field Trip helps consumers to explore the unknown
                                                                  • Tuk Tuk Sightseeing – a different way to see the sights
                                                                  • Companies and Products

                                                                      • Tourist boards
                                                                        • Fáilte Ireland
                                                                          • Northern Ireland Tourist Board (NITB)
                                                                            • Tourism Ireland
                                                                              • Sightseeing companies
                                                                                • RoI and NI
                                                                                  • Dualway/Irish City Tours
                                                                                    • CIE Tours International
                                                                                      • Back-Roads Touring
                                                                                        • Paddywagon Tours
                                                                                          • Globus
                                                                                            • Cycle Ireland Tours
                                                                                              • NI only
                                                                                                • Belfast City Bike Tours
                                                                                                  • RoI only
                                                                                                    • Dublin Bus Tours (Bus Átha Cliath)
                                                                                                      • Happy Tours
                                                                                                        • Galway Tour Company
                                                                                                          • CycleWest Ireland
                                                                                                          • The Consumer – Countries Visited for Sightseeing

                                                                                                            • Key points
                                                                                                              • Irish consumers more likely to sightsee at home
                                                                                                                • Figure 29: Countries visited for sightseeing in the last 12 months, NI and RoI, September 2012
                                                                                                              • NI consumers more likely to visit in NI
                                                                                                                • Figure 30: Northern Ireland visited as a sightseeing destination, NI and RoI, September 2012
                                                                                                              • Younger RoI consumers more likely to have visited NI
                                                                                                                • Figure 31: Northern Ireland visited as a sightseeing destination in the last 12 months, by gender and age, NI and RoI, September 2012
                                                                                                              • Stronger levels of sightseeing in RoI in 2012
                                                                                                                • Figure 32: Republic of Ireland visited as a sightseeing destination, NI and RoI, September 2012
                                                                                                              • Those with higher net usage most likely to have visited RoI
                                                                                                                • Figure 33: Republic of Ireland visited as a sightseeing destination, by daily internet usage, NI and RoI, September 2012
                                                                                                              • GB appeals to cash-strapped sightseers
                                                                                                                • Figure 34: Great Britain visited as a sightseeing destination, NI and RoI, September 2012
                                                                                                                • Figure 35: Number of RoI trips overseas and expenditure, 2003-11
                                                                                                              • Spain is the top mainland European sightseeing destination
                                                                                                                • Figure 36: Spain mainland and Spain (Canary/Balearic Islands) visited as a sightseeing destination, NI and RoI, September 2012
                                                                                                              • Low level of consumers visit European, global destinations for sightseeing
                                                                                                                • Irish sightseers setting their sights on Italy
                                                                                                                    • Figure 37: Countries Irish consumers wish to visit for sightseeing in the future, NI and RoI, September 2012
                                                                                                                    • Figure 38: Sterling (£) to euro (€) rate, 2007-13
                                                                                                                  • Strong desire to travel abroad
                                                                                                                    • Figure 39: Agreement with statements relating to holidays, NI and RoI, 2012
                                                                                                                  • Italy appeals to culture seekers
                                                                                                                    • Figure 40: Consumers who plan to visit Italy as a sightseeing destination in the future, by gender and age, NI and RoI, September 2012
                                                                                                                  • Turkey and Africa seen as undesirable sightseeing destinations
                                                                                                                      • Figure 41: Countries that Irish consumers have not visited for sightseeing in the last 12 months and destinations they never want to visit, NI and RoI, September 2012
                                                                                                                    • Problems in Syria and the Arab Spring are putting Irish consumers off Africa and the Middle East
                                                                                                                    • The Consumer – Attitudes Towards Sightseeing

                                                                                                                      • Key points
                                                                                                                        • NI consumers more likely to have been sightseeing in Ireland
                                                                                                                          • Figure 42: Agreement with statements relating to sightseeing, NI and RoI, September 2012
                                                                                                                        • Mature consumers more likely to have been sightseeing
                                                                                                                            • Figure 43: Agreement with the statement ‘I have been sightseeing in Ireland/Northern Ireland in the last 12 months’, by age, NI and RoI, September 2012
                                                                                                                          • NI consumers feel there is more to see
                                                                                                                            • Figure 44: Agreement with the statement ‘Ireland/Northern Ireland have a good selection of sightseeing opportunities’, by gender and age, NI and RoI, September 2012
                                                                                                                          • 17% of RoI consumers prefer other activities while on holiday
                                                                                                                              • Figure 45: Agreement with the statement ‘I prefer activities other than sightseeing when on holiday (eg sunbathing)’, by age, NI and RoI, September 2012
                                                                                                                              • Figure 46: Agreement with the statement ‘I frequently engage in adventure activities (eg climbing, cycling etc)’, by age, NI and RoI, September 2012
                                                                                                                            • Sightseeing seen as educational
                                                                                                                              • Figure 47: Agreement with the statement ‘Sightseeing can offer great educational value’, by age of children in household, NI and RoI, September 2012
                                                                                                                            • Less need to cater to families in the future?
                                                                                                                              • Figure 48: Percentage of all NI households comprising one or two persons, 2010-33 (est)
                                                                                                                              • Figure 49: Household size, RoI, 1996 and 2006
                                                                                                                            • Some consumers just want to see the sights
                                                                                                                              • RoI consumers more willing to pay out for guided tours
                                                                                                                                • Figure 50: Agreement with the statement ‘Where available, I am willing to pay for guided sightseeing tours’, by socio-economic group, NI and RoI, September 2012
                                                                                                                              • RoI consumers more likely to research sightseeing locations beforehand
                                                                                                                                • Figure 51: Agreement with the statement ‘I research sightseeing opportunities before going on a holiday/day trip’, by gender, NI and RoI, September 2012
                                                                                                                            • Consumer Typologies

                                                                                                                              • NI target groups
                                                                                                                                • Figure 52: Consumer typologies, NI, September 2012
                                                                                                                              • Bored Youths
                                                                                                                                • Characteristics
                                                                                                                                  • Demographic pattern
                                                                                                                                    • Understanding Bored Youths
                                                                                                                                      • Content Viewers
                                                                                                                                        • Characteristics
                                                                                                                                          • Demographic pattern
                                                                                                                                            • Understanding Content Viewers
                                                                                                                                              • Domestic Sightseers
                                                                                                                                                • Characteristics
                                                                                                                                                  • Demographic pattern
                                                                                                                                                    • Understanding the Domestic Sightseers
                                                                                                                                                      • Researchers
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Demographic pattern
                                                                                                                                                            • Understanding the Researchers
                                                                                                                                                              • RoI target groups
                                                                                                                                                                • Figure 53: Consumer typologies, RoI, July 2012
                                                                                                                                                              • Unengaged
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                    • Understanding the Unengaged
                                                                                                                                                                      • Overseas Sightseers
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                            • Understanding the Overseas Sightseers
                                                                                                                                                                              • Non-paying Sightseers
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                                    • Understanding the Non-paying Sightseers
                                                                                                                                                                                      • Sightseeing Researchers
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                            • Understanding the Sightseeing Researchers
                                                                                                                                                                                            • Appendix

                                                                                                                                                                                              • RoI Toluna tables
                                                                                                                                                                                                • Figure 54: Agreement with statements relating to sightseeing, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 55: Agreement with statements relating to sightseeing, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                • Figure 56: Agreement with statements relating to sightseeing, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                • Figure 57: Northern Ireland visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 58: Republic of Ireland visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 59: Great Britain visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 60: France visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 61: Spain (mainland) visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 62: Spain (Canary/Balearic Islands) visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 63: Scandinavia/Nordic countries visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 64: Italy visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 65: Turkey visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 66: North America visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 67: South America visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 68: Africa/Middle East visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 69: Australia visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 70: Far East (eg China/Japan) visited as a sightseeing destination, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 71: Consumer typologies, by demographics, RoI, September 2012
                                                                                                                                                                                                • Figure 72: Agreement with statements relating to sightseeing, by consumer typologies, RoI, September 2012
                                                                                                                                                                                              • NI Toluna tables
                                                                                                                                                                                                • Figure 73: Agreement with statements relating to sightseeing, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 74: Agreement with statements relating to sightseeing, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                • Figure 75: Agreement with statements relating to sightseeing, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                • Figure 76: Northern Ireland visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 77: Republic of Ireland visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 78: Great Britain visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 79: France visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 80: Spain (mainland) visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 81: Spain (Canary/Balearic Islands) visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 82: Scandinavia/Nordic countries visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 83: Italy visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 84: Turkey visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 85: North America visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 86: South America visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 87: Africa/Middle East visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 88: Australia visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 89: Far East (eg China/Japan) visited as a sightseeing destination, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 90: Consumer typologies, by demographics, NI, September 2012
                                                                                                                                                                                                • Figure 91: Agreement with statements relating to sightseeing, by consumer typologies, NI, September 2012

                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                            Sightseeing - Ireland - October 2012

                                                                                                                                                                                            US $1,360.54 (Excl.Tax)