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Ireland Events Tourism Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Events Tourism - Ireland market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines the events sector of the Irish tourism industry. The term ‘events’ includes all types of concerts, festivals and shows taking place in Ireland, including:

  • Music
  • Food
  • Arts and theatre
  • Film
  • Countryside and traditional events
  • Family- and children-based events

This report excludes exhibitions, such as those taking place at museums for example and cultural attractions such as the Guinness Storehouse Museum. Furthermore, while spectator sports are examined within this Report, they are not included in market size information.

Although many events throughout Ireland are free of charge, the Market Size and Forecast section of this Report only considers fee-paying events such as music concerts and theatre festivals for example, to determine the value of the events industry in Ireland.

Expert analysis from a specialist in the field

Written by James Wilson, a leading analyst in the Travel sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Travel Analyst

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What's included

What's included

Table of contents

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

                                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                • Market

                                                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                • Consumer

                                                                                  Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                • Brand/Company

                                                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                • Data

                                                                                  Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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