2023
0
Ireland Domestic vs Overseas Tourism Market Report 2023
2023-06-20T04:00:57+01:00
OX1154601
1495
164250
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Report
en_GB
“Trips taken by Irish consumers have increased between 2021 and 2022 as consumers become less concerned with COVID-19, however the onset of the cost of living crisis has arrested recovery…

Ireland Domestic vs Overseas Tourism Market Report 2023

£ 1,495 (Excl.Tax)

Report Summary

“Trips taken by Irish consumers have increased between 2021 and 2022 as consumers become less concerned with COVID-19, however the onset of the cost of living crisis has arrested recovery of the sector somewhat.”
Brian O’Connor, Category Director for Ireland

This Report looks at the following areas:

  • The impact COVID-19 has had on visitor numbers/revenue on domestic tourism
  • How the cost of living crisis has impacted consumer attitudes towards travelling overseas vs domestic trips
  • Favoured overseas destinations
  • The importance of sustainability to tourism
  • How important consumers view short breaks/ holidays towards their wellbeing

Table of Contents

  1. Overview

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

              • The five-year outlook for domestic and overseas tourism
                • Figure 1: Category outlook – Domestic and overseas tourism, 2023-28
              • The market
                • Figure 2: Estimated domestic visitor numbers, NI and RoI, 2017-22
                • Figure 3: Estimated overseas visitor numbers, NI and RoI, 2017-22
                • Figure 4: Estimated total tourism revenue, €m, IoI, NI and RoI, 2017-22
              • Market factors
                • 2022 sees improvement in visitor numbers, but still short of pre-pandemic
                  • COVID-19 loosens its grip on the industry
                    • Figure 5: How concerned consumers are that COVID-19 will affect their lifestyle, IoI, GB, US and Germany, 2023
                  • High inflation limiting holiday/break spending
                    • Figure 6: Consumer Price Index for all items, RoI and UK (including NI), April 2020-23
                  • More consumers struggling to make ends meet
                    • Figure 7: How consumers describe their current financial situation, IoI, 2022-23
                  • Financial stress creating real stress and the need to de-stress
                    • Figure 8: How high inflation is impacting consumers, IoI, 2022-23
                  • RoI hotel prices increase 29% from 2019; 40% in NI
                    • Sustainability squeezed by cost of living
                      • Figure 9: “How environmentally friendly would you say your lifestyle is?”, NI and RoI, 2022
                    • Innovations
                      • The consumer
                        • Increase in domestic trips between 2022 and 2023 …
                          • Figure 10: Types of trips undertaken by Irish consumers in NI or Ireland within the last 12 months, NI and RoI, 2022-23
                        • … but stronger increase in overseas travelling
                          • Figure 11: Types of trips undertaken by Irish consumers overseas within the last 12 months, NI and RoI, 2022-23
                        • City breaks hold most appeal
                          • Figure 12: Types of short break(s)/holiday(s) planned in the next 12 months, NI and RoI, 2023
                        • Great Britain a key destination for overseas short breaks
                          • Figure 13: Locations visited by consumers for short break overseas in the last 12 months, NI and RoI, 2023
                        • Spain continues to be a key overseas destination
                          • Figure 14: Locations visited by consumers for long holiday overseas in the last 12 months, NI and RoI, 2023
                        • Mental health maintained by frequent holidays
                          • Figure 15: Attitudes towards domestic and overseas travel, NI and RoI, 2023
                      • The Market – Key Takeaways

                        • 2022 sees improvement in visitor numbers, but still short of pre-pandemic
                          • COVID-19 loosens its grip on the industry
                            • High inflation limiting holiday/break spending
                              • More consumers struggling to make ends meet
                                • Financial stress creating real stress, and the need to de-stress
                                  • RoI hotel prices increase 29% from 2019; 40% in NI
                                    • Sustainability squeezed by cost of living
                                    • Market Size and Forecast

                                        • Five-year outlook for the tourism category
                                          • Figure 16: Category outlook Domestic and overseas tourism, 2023-28
                                        • Severe decrease in visitors in 2020
                                          • Figure 17: Estimated total number of visitor numbers, IoI, NI and RoI 2017-27
                                          • Figure 18: Estimated total tourism revenue, €m, IoI, NI and RoI, 2017-27
                                        • Overseas visitors increasing, but still at pre-pandemic levels
                                          • Figure 19: Estimated overseas visitor numbers, NI and RoI, 2017-17
                                          • Figure 20: Estimated overseas revenue, NI and RoI, 2017-27
                                        • Domestic market sees stronger bounce-back in 2022
                                          • Figure 21: Estimated domestic visitor numbers, NI and RoI, 2017-27
                                          • Figure 22: Estimated domestic revenue, NI and RoI, 2017-27
                                      • Market Drivers

                                        • COVID-19 less of a concern when making holiday/trip arrangements
                                          • Figure 23: How concerned consumers are that COVID-19 will affect their lifestyle, IoI, 2020-23
                                          • Figure 24: How concerned consumers are that COVID-19 will affect their lifestyle, IoI, GB, US and Germany, 2023
                                        • More early booking for 2023 holidays compared to 2022
                                          • Figure 25: 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”, 2022
                                        • Cost of living increasing strongly, putting pressure on travel budgets
                                          • Figure 26: Consumer Price Index for all items, RoI and UK (including NI), April 2020-23
                                          • Figure 27: Issues that have affected consumers in the last 2 months, IoI, 2022-23
                                        • Increase in consumers with tight finances/struggling
                                          • Figure 28: How consumers describe their current financial situation, IoI, 2022-23
                                          • Figure 29: How consumers rate their financial situation compared to 12 months previously, IoI, 2022-23
                                        • Financial stresses could only fuel the need for a holiday/break
                                          • Figure 30: How high inflation is impacting consumers, IoI, 2022-23
                                        • Hotel prices increase strongly post-pandemic
                                          • Sewage dumping focus in UK worth paying attention to
                                            • Sustainability squeezed by cost of living
                                              • Figure 31: “How environmentally friendly would you say your lifestyle is?”, NI and RoI, 2022
                                              • Figure 32: Selected behaviours related to sustainable travel, UK, 2023
                                          • Companies and Brands – Key Takeaways

                                            • Consumers factoring sustainability into their holidays more
                                              • Centring their holidays around experiences
                                                • Wellbeing travel encouraging consumers to switch off and relax
                                                • Who’s Innovating?

                                                  • Sustainability remains a key concern for travellers
                                                    • Consumers chasing experiences when planning their holidays.
                                                      • Wellbeing travel growing as a category
                                                      • Companies and Brands

                                                        • Tourism NI
                                                          • Key Facts
                                                            • Marketing Activities
                                                              • Recent Developments
                                                                • Fáilte 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 – Turespaña
                                                                                            • US – Brand USA
                                                                                              • Australia – Tourism Australia
                                                                                                • India – Ministry of Tourism
                                                                                                • The Consumer – Key Takeaways

                                                                                                  • Increase in domestic trips between 2022 and 2023 …
                                                                                                    • … but stronger increase in overseas travelling
                                                                                                      • City breaks hold most appeal
                                                                                                        • Great Britain key destination for overseas short break
                                                                                                          • Spain continues to be a key overseas destination
                                                                                                            • Mental health maintained by frequent holidays
                                                                                                            • Types of Domestic Trips Taken

                                                                                                                • Half have taken a domestic short break in the last year
                                                                                                                  • Figure 33: Types of trips undertaken by Irish consumers in NI or Ireland within the last 12 months, NI and RoI, 2023
                                                                                                                • Uptick in domestic breaks
                                                                                                                  • Figure 34: Types of trips undertaken by Irish consumers in NI or Ireland within the last 12 months, NI and RoI, 2022-23
                                                                                                                • Younger consumers more likely to have domestic short break
                                                                                                                  • Figure 35: Consumers who have undertaken a short break in Ireland in the last 12 months, NI and RoI, 2023
                                                                                                                  • Figure 36: Types of events attended in NI and RoI in the last two years, by age, NI and RoI, 2022
                                                                                                              • Types of Overseas Trips Taken

                                                                                                                  • Longer-term breaks when travelling overseas
                                                                                                                    • Figure 37: Types of trips undertaken by Irish consumers overseas within the last 12 months, NI and RoI, 2023
                                                                                                                  • Overseas travel sees strong increase over 2022-23
                                                                                                                    • Figure 38: Types of trips undertaken by Irish consumers overseas within the last 12 months, NI and RoI, 2022-23
                                                                                                                    • Figure 39: Attitudes towards domestic and overseas travel, NI and RoI, 2022
                                                                                                                  • NI mature consumers take longer overseas breaks
                                                                                                                    • Figure 40: Overseas short breaks vs. holidays taken by consumers in the last 12 months, by age group, NI and RoI, 2022-23
                                                                                                                • Types of Holiday Planned

                                                                                                                    • City breaks continue to have strong appeal
                                                                                                                      • Figure 41: Types of short break(s)/holiday(s) planned in the next 12 months, NI and RoI, 2023
                                                                                                                    • Consumers with young children are less likely to choose a city break
                                                                                                                      • Figure 42: Consumers who plan to take a city break in the next 12 months, by children in household, NI and RoI, 2023
                                                                                                                      • Figure 43: Consumers who plan to take a family break in the next 12 months, by children in household, NI and RoI, 2023
                                                                                                                    • Desire for a beach holiday falls as consumers age
                                                                                                                      • Figure 44: Consumers who plan to take a beach holiday break in the next 12 months, by age groups, NI and RoI, 2023
                                                                                                                  • Favourite Overseas Destinations

                                                                                                                      • Great Britain top for short breaks
                                                                                                                        • Figure 45: Locations visited by consumers for short break overseas in the last 12 months, NI and RoI, 2023
                                                                                                                      • GB short break visits by RoI consumers double
                                                                                                                        • Figure 46: Consumers who have visited GB in the last 12 months, NI and RoI, 2022-23
                                                                                                                      • Spain continues to be a key overseas destination
                                                                                                                        • Figure 47: Locations visited by consumers for long holiday overseas in the last 12 months, NI and RoI, 2023
                                                                                                                      • Increase in travel to Canary/Balearic Islands between 2022 and 2023
                                                                                                                        • Figure 48: Consumers who have visited Spain in the last 12 months, NI and RoI, 2022-23
                                                                                                                    • Attitudes towards Domestic and Overseas Tourism

                                                                                                                        • Holidays seen as important for mental health
                                                                                                                          • Figure 49: Attitudes towards domestic and overseas travel, NI and RoI, 2023
                                                                                                                        • Women more likely than men to see holidays as important to mental wellbeing
                                                                                                                          • Figure 50: Agreement with the statement “Frequent holidays/short breaks are important to a person’s mental wellbeing”, by gender, NI and RoI, 2023
                                                                                                                          • Figure 51: Consumers who think that the statement “I am actively seeking ways to reduce stress” describes them very well, by age, IoI, 2023
                                                                                                                          • Figure 52: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
                                                                                                                        • RoI consumers have bigger issues with Irish accommodation costs
                                                                                                                          • Figure 53: Agreement with the statement “The price of accommodation in NI/Ireland compares unfavourably to overseas destinations”, by socio-economic group, NI and RoI, 2023
                                                                                                                          • Figure 54: Agreement with the statement “Price comparison websites are the best option when choosing a short break/holiday”, NI and RoI, 2023
                                                                                                                        • Seven in 10 have a positive view of Ireland as a holiday destination
                                                                                                                          • Figure 55: Agreement with the statement “NI/Ireland has a lot to offer in terms of short break/holiday”, by age group, NI and RoI, 2023
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                        • Data sources
                                                                                                                          • Abbreviations

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