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Events Tourism - Ireland - October 2019

“Event organisers are increasingly banning plastic at concerts and festivals in response to consumers’ environmental concerns. There are also opportunities for promoters to partner with local start-ups to repurpose plastic waste into clothing merchandise for example. Event promoters could also invest a percentage of such products into environmental initiatives to further demonstrate their green credentials.”
– James Wilson, Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated market value for events tourism, NI and RoI, 2014-19
          • Forecast
            • Figure 2: Indexed estimated market value for events tourism, NI and RoI, 2014-24
          • Market factors
            • Ticket prices facing higher cost pressures
              • Increased VAT rate impacting cost of attending events in RoI
                • Event organisers seeing high insurance costs
                  • The environmental impact of events is a growing concern
                    • Companies, innovations and brands
                      • The consumer
                        • Irish consumers favour pop, dance and rave concerts when attending music events
                          • Figure 3: Types of music events attended in the last two years, NI and RoI, September 2019
                          • Figure 4: Types of non-music events attended in the last two years, NI and RoI, September 2019
                        • Event apps popular among Irish consumers
                          • Figure 5: Technology used by consumers when visiting events in the last two years, NI and RoI, September 2019
                        • Environmental concerns driving appeal of plastic- and waste-free events
                          • Figure 6: Agreement with statements relating to events and festivals, NI and RoI, September 2019
                        • What we think
                        • The Market – What You Need to Know

                          • 2019 to see value of events market grow
                            • Plastic waste an issue for the events sector
                              • High smartphone ownership positive for event organisers
                                • Irish consumers’ personal finances remain fragile
                                • Market Size and Forecast

                                    • Irish events market to grow in 2019
                                      • Figure 7: Estimated market value for events tourism, IoI, NI and RoI, 2014-24
                                    • Events market to continue growing through to 2024
                                      • Figure 8: Indexed estimated market value for events tourism, NI and RoI, 2014-24
                                    • Spending on event ticketing continues to grow
                                      • Figure 9: Breakdown of spending on event attendance, IoI, 2014-19
                                  • Market Drivers

                                    • Concert and festival ticket prices rising
                                      • Figure 10: CPI vs cultural services (including concerts and festivals), UK (including NI), January 2018-July 2019
                                      • Figure 11: CPI vs cultural services (including concerts and festivals), RoI, January 2018- July 2019
                                    • Rising insurance costs an issue for the Irish events sector
                                      • Figure 12: Public liability insurance premium for Ballina Salmon Festival, RoI, 2017 and 2019
                                    • Tax changes driving up event ticket prices
                                      • Events sector taking steps to tackle plastic waste
                                        • Figure 13: Top five environmental and ethical issues most important to consumers, NI and RoI, November 2018
                                      • Squeeze on NI consumers’ finances continues
                                        • Figure 14: Financial health of Irish consumers, NI, September 2018 and September 2019
                                        • Figure 15: Financial health of Irish consumers, RoI, September 2018 and September 2019
                                      • High device ownership provides opportunities for event promoters
                                        • Figure 16: Ownership of or access to mobile technology devices, NI and RoI, September 2018 and September 2019
                                      • Growth in visitors to Ireland to continue in 2019
                                        • Figure 17: Estimated total visitor numbers, IoI, NI, and RoI, 2014-24
                                    • Companies and Innovations – What You Need to Know

                                      • Kaleidoscope 2019 claims a first with contactless wristbands
                                        • Delivery services at music festivals for food and essential supplies
                                          • Facebook introduces events to Stories feature
                                            • Fáilte Ireland’s new festival Púca aims to bring Halloween home
                                              • Incentivised approaches to plastic waste reduction
                                              • Who’s Innovating?

                                                • AIB introduces wristbands for contactless payments at Kaleidoscope
                                                  • Design POP festival launches in Cork
                                                    • Festival organisers using a mixed method approach to promote eco-consciousness
                                                      • Food delivery apps at festivals
                                                        • Forever Young festival taps into nostalgia trend
                                                          • Púca festival aims to make Ireland the ‘home of Halloween’
                                                            • Social media companies bring events to user stories
                                                            • The Consumer – What You Need to Know

                                                              • Music events popular among Irish consumers
                                                                • Irish consumers using ticket-buying apps
                                                                  • Plastic- and waste-free events have strong appeal
                                                                  • Types of Events and Festivals Attended

                                                                      • Pop concerts the main type of music events attended
                                                                        • Figure 18: Types of music events attended in the last two years, NI and RoI, September 2019
                                                                      • ABC1 consumers more likely to attend music events
                                                                        • Figure 19: Attendance at music events in the last two years, by social class, NI, September 2019
                                                                        • Figure 20: Attendance at music events in the last two years, by social class, RoI, September 2019
                                                                      • Sports the most popular type of non-music event
                                                                        • Figure 21: Types of non-music events attended in the last two years, NI and RoI, September 2019
                                                                      • Men the main audience for sports events
                                                                        • Figure 22: Attendance at sports event/tournament (eg The Open), by gender, NI and RoI, September 2019
                                                                      • Food festivals appeal to younger consumers
                                                                        • Figure 23: Attendance at food festival (eg Galway Oyster Festival) in the last two years, by age, NI and RoI, September 2019
                                                                      • Child-oriented events appeal to parents
                                                                        • Figure 24: Attendance at family/kids’ show/event (eg Disney on Ice) in the last two years, by presence of children in the household, NI and RoI, September 2019
                                                                    • Technology Usage at Events and Festivals

                                                                        • Ticket-buying apps popular among Irish consumers
                                                                          • Figure 25: Technology used by consumers when visiting events in the last two years, NI and RoI, September 2019
                                                                        • Young consumers using services to request bands come to their area
                                                                          • Figure 26: Consumers who have used a service where you can request that a band or artist comes to your area when they tour (eg Eventful, WeDemand etc) in the last two years and would use again, by age, NI and RoI, September 2019
                                                                        • Ticket app usage driven by young consumers
                                                                          • Figure 27: Consumers who have used ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy) in the last two years and would use again, by generation, NI, September 2019
                                                                          • Figure 28: Consumers who have used ticket-buying app on smartphone/tablet (eg Ticketmaster, O2 Academy) in the last two years and would use again, by generation, RoI, September 2019
                                                                        • Contactless wristbands appeal to Irish women at future events
                                                                          • Figure 29: Consumers who have not used a contactless wristband (pre-loaded with a set amount of credit) to pay for things at a concert or festival but are interested in using in future, by gender, NI and RoI, September 2019
                                                                      • Attitudes towards Events and Festivals

                                                                          • Plastic- and waste-free festivals appeal to Irish consumers
                                                                            • Figure 30: Agreement with statements relating to events and festivals, NI and RoI, September 2019
                                                                          • Young consumers would like to see more free-from/vegan food at events
                                                                            • Figure 31: Agreement with the statement ‘There should be more vendors offering free-from/vegan foods at festivals', by age, NI and RoI, September 2019
                                                                          • Parents interested in family areas at events
                                                                            • Figure 32: Agreement with the statement ‘A family-friendly zone would be appealing’, by presence of children in the household, NI and RoI, September 2019
                                                                          • Plastic-free events appeal to higher-income consumers
                                                                            • Figure 33: Agreement with the statement ‘Plastic/waste-free festival would be appealing’, by household income, NI, September 2019
                                                                            • Figure 34: Agreement with the statement ‘Plastic/waste-free festival would be appealing’, by household income, RoI, September 2019
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Data sources
                                                                            • Market size rationale
                                                                              • Generational cohort definitions
                                                                                • Abbreviations

                                                                                Events Tourism - Ireland - October 2019

                                                                                £1,095.00 (Excl.Tax)