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Description

Description

“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?

What's included

What's included

Table of contents

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)

                                                                                                              About the report

                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                              • The Consumer

                                                                                                                What They Want. Why They Want It.

                                                                                                              • The Competitors

                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                              • The Market

                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                              • The Innovations

                                                                                                                New Ideas. New Products. New Potential.

                                                                                                              • The Opportunities

                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                              • The Trends

                                                                                                                What’s Shaping Demand – Today And Tomorrow.

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

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