2022
0
Ireland Domestic vs Overseas tourism Market Report 2022
2022-05-18T04:03:23+01:00
OX1100215
1495
151210
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Report
en_GB
"The number of consumers taking a holiday (domestically or overseas) took a massive decline during COVID-19. Consumers have concerns surrounding travel as the risk can be higher of contracting the…

Ireland Domestic vs Overseas tourism Market Report 2022

£ 1,495 (Excl.Tax)

Report Summary

“The number of consumers taking a holiday (domestically or overseas) took a massive decline during COVID-19. Consumers have concerns surrounding travel as the risk can be higher of contracting the virus and have been seeking out alternative holidays such as staycations. Companies will need to offer new innovative holidays in order to encourage consumers to take a trip again.”

– Natalie Magill, Market Research Analyst

This report will look at the following areas:

  • The impact COVID-19 has had on visitor numbers/revenue in domestic tourism
  • How COVID-19 has impacted consumer attitudes towards travelling overseas vs domestic
  • Favoured overseas destinations
  • Consumers’ priorities when booking a holiday

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: market context
          • Definition
          • Executive Summary

              • The market
                • Figure 1: Estimated total number of visitor numbers, IoI, NI and RoI 2016-26
                • Figure 2: Estimated total tourism revenue, €m, IoI, NI and RoI, 2016-26
              • Impact of COVID-19 on tourism
                • Figure 3: Expected impact of COVID-19 on tourism, short, medium and long term, 2022
              • Sustainable staycations
                • Figure 4: Consumer attitudes towards the environment, UK and Ireland, 2021
              • Brittany Ferries introduces a vessel for holidaymakers
                • Figure 5: “Which of the following overseas destination have you visited in the last 12 months…”, NI and RoI, 2022
              • Innovations
                • The consumer
                  • Short domestic holidays are preferred
                    • Figure 6: Types of domestic trips undertaken by Irish consumers in Northern Ireland or the Republic of Ireland within the last 12 months, NI and RoI, 2022
                  • Irish consumers plan for city breaks
                    • Figure 7: Types of short break(s)/holiday(s) planned in the next 12 months, NI and RoI, 2022
                  • Young consumers enjoy camping/caravan park holidays
                    • Figure 8: Consumers who plan to take a camping/caravan park holiday in the next 12 months, by generation, NI and RoI, 2022
                  • COVID-19 continues to affect travel plans
                    • Figure 9: Attitudes towards domestic and overseas travel related to COVID-19, NI and RoI, 2022
                  • What we think
                  • The Market – Key Takeaways

                    • Irish tourism boards focus on sustainability
                      • Tourism companies increase their marketing efforts
                        • International holidays remain appealing to consumers
                        • Market Size and Forecast

                            • Impact of COVID-19 on tourism
                              • Figure 10: Expected impact of COVID-19 on tourism, short, medium and long term, 2022
                            • Severe decrease of visitors in 2020
                              • Figure 11: Estimated total number of visitor numbers, 000s, IoI, NI and RoI, 2016-26
                              • Figure 12: Estimated total tourism revenue, €m, IoI, NI and RoI, 2016-26
                            • Overseas visitors are back on the rise
                              • Figure 13: Estimated overseas and out-of-state visitor numbers, NI and RoI, 2016-26
                              • Figure 14: Estimated overseas and out-of-state revenue, NI and RoI, 2016-26
                            • Domestic market follows similar pattern, but shows potential for staycations
                              • Figure 15: Estimated domestic visitor numbers, NI and RoI, 2016-26
                              • Figure 16: Estimated domestic revenue, NI and RoI, 2016-26
                          • Market Drivers

                            • COVID-19 continues to impact holiday plans
                              • Figure 17: Consumers’ responses to the following statement “Compared to before the COVID-19 outbreak, do you think you are spending more, about the same or less on holidays?”, IoI, 2020-22
                              • Figure 18: Consumers were asked “When do you expect to book your main holiday for 2021? By this we mean the holiday which you are planning to spend the most in terms of travel and/or accommodation”, 2021
                              • Figure 19: Consumers who were asked “The cost of COVID-19 tests required for travelling is off-putting”, NI and RoI, 2022
                            • Conflict in Ukraine impacts overseas travel
                              • Figure 20: Asking consumers if they have been affected by any of the following issues in the last 2 months, IoI, 2022
                            • Sustainability the focus for domestic tourist spots
                              • Figure 21: Consumer attitudes towards the environment, UK and Ireland, 2021
                            • Irish tourism companies advance their marketing campaigns
                              • Ireland extends its reach overseas
                                • Figure 22: “Which of the following overseas destinations have you visited in the last 12 months…”, NI and RoI, 2022
                            • Companies and Brands – Key Takeaways

                              • High demand for ethical getaways
                                • Consumers seeking to be in control
                                  • Enjoyment and escapism post-COVID-19
                                  • Who’s Innovating?

                                      • High demand for ethical getaways
                                        • Figure 23: Key factors driving consumer behaviour around surroundings – Select items, UK and Ireland, 2022
                                      • Consumers seeking to be in control
                                        • Figure 24: “To what extent are you worried about how the outbreak might affect your lifestyle?”, IoI, 2022
                                        • Figure 25: How consumers manage stress – Select items, UK and Ireland, 2021
                                      • Enjoyment and escapism post-COVID-19
                                        • Figure 26: Key factors driving consumer behaviours around experiences – Select items, UK and Ireland, 2022
                                    • Company Profiles

                                      • Tourism NI
                                        • www.tourismni.com
                                          • Key facts
                                            • Marketing activities
                                              • Recent developments
                                                • Failte Ireland
                                                  • Key facts
                                                    • Marketing activities
                                                      • Recent developments
                                                        • Tourism Ireland
                                                          • Key facts
                                                            • Marketing activities
                                                              • Recent developments
                                                              • Competitive Strategies and Key Markets

                                                                  • Great Britain – VisitBritain
                                                                    • Italy – Italian National Tourist Board
                                                                      • France – Atout France
                                                                        • Germany – The German National Tourist Board
                                                                          • Spain – Turespana
                                                                            • US – Brand USA
                                                                              • Australia – Tourism Australia
                                                                                • India – Ministry of Tourism
                                                                                • The Consumer – Key Takeaways

                                                                                  • Irish consumers keen on a city break holiday
                                                                                    • Young consumers show interest in camping/caravan park holidays
                                                                                      • COVID-19 continues to affect travel plans
                                                                                      • Types of Domestic and Overseas Trips Taken

                                                                                          • Independent holidays are favoured
                                                                                            • Figure 27: Types of trips undertaken by Irish consumers in Northern Ireland or the Republic of Ireland within the last 12 months, NI and RoI, 2022
                                                                                            • Figure 28: Consumers who agree, neither agree nor disagree, or disagree to the following “people should be wary about booking overseas travel in light of the issues with collapsing travel companies (eg Flybe, Thomas Cook)”
                                                                                          • Short domestic holidays are preferred
                                                                                            • Figure 29: Types of domestic trips undertaken by Irish consumers in Northern Ireland or the Republic of Ireland within the last 12 months, NI and RoI, 2022
                                                                                          • Younger consumers want staycations
                                                                                            • Figure 30: Consumers who have not taken a short break/domestic holiday in the last year, NI and RoI, 2022
                                                                                        • Types of Holiday Planned

                                                                                            • City breaks are the most popular
                                                                                              • Figure 31: Types of short break(s)/holiday(s) planned in the next 12 months, NI and RoI, 2022
                                                                                            • Consumers with young children are less likely to choose a city break
                                                                                              • Figure 32: Consumers who plan to take a city break in the next 12 months, by children in household, NI and RoI, 2022
                                                                                            • Camping/caravan park holidays more popular with young consumers
                                                                                              • Figure 33: Consumers who plan to take a camping/caravan park holiday in the next 12 months, by generation, NI and RoI, 2022
                                                                                            • Snow sports holidays popular with parents and non-parents
                                                                                              • Figure 34: Consumers who plan to take a snow sports holiday in the next 12 months, by children in household, NI and RoI, 2022
                                                                                            • NI consumers who work full-time more likely
                                                                                              • Figure 35: Consumers who plan to take snow sports holiday in the next 12 months, by employment status, NI, 2022
                                                                                          • Favourite Overseas Destinations

                                                                                              • One fifth of Irish consumers visit Spain for a short break
                                                                                                • Figure 36: Locations visited by consumers for short break overseas in the last 12 months, NI and RoI, 2022
                                                                                              • Irish consumers aren’t willing to travel far for a longer holiday
                                                                                                • Figure 37: Locations visited by consumers for a long holiday overseas in the last 12 months, NI and RoI, 2022
                                                                                              • Consumers want a longer trip in the sun
                                                                                                • Figure 38: Consumers who have visited Spain in the last 12 months, short trips vs long trips, NI and RoI, 2022
                                                                                            • Attitudes towards Domestic and Overseas Tourism

                                                                                                • Consumers seek out relaxing holidays
                                                                                                  • Figure 39: Attitudes towards domestic and overseas travel, NI and RoI, 2022
                                                                                                • Younger consumers prefer to explore
                                                                                                  • Figure 40: Consumers who agreed that staying in multiple places on short breaks/holidays is appealing, by age demographic, NI and RoI, 2022
                                                                                                • COVID-19 continues to affect travel plans
                                                                                                  • Figure 41: Attitudes towards domestic and overseas travel related to COVID-19, NI and RoI, 2022
                                                                                                  • Figure 42: Consumers responses to the following statement “Compared to before the COVID-19 outbreak, do you think you are spending more, about the same or less on holidays?”, IoI, 2020-22
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Data sources
                                                                                                  • Abbreviations

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