Short Breaks Market - Ireland - July 2009
Overseas visitors, particularly those from the UK (who account for almost half of all tourists to Ireland), are finding Ireland is an expensive short break destination. The recession has caused a step change in consumer spending priorities, and the euro exchange rate makes RoI considerably less attractive to holidaymakers.
Domestic tourism has therefore taken on a renewed importance in the Irish short breaks market, with tourism companies adopting a more committed cross-border approach to Brand Ireland.
This report reviews the opportunities for operators in this market, against a background of consumer cutbacks and changing behaviour.
Domestic tourism new focus of Irish market – The recession has seen fewer Irish consumers travel abroad for short breaks, choosing to holiday in NI or RoI. How will this trend progress?
Does the exchange rate sound a death knell for incoming RoI tourism? – The UK accounts for the largest segment of visitors to both NI and RoI. With the Pound so weak, are UK consumers finding the prospect of a short break in RoI too expensive?
Is this an overwhelmingly city break market? – Much has been said of the potential of city breaks to Irish tourism, however, a third of visitors to Ireland come for the scenery. How is rural tourism faring?
Is greenness a USP? – Half of 2008 visitors to Ireland agreed with the statement ‘Ireland is a clean and environmentally green destination’ – how can this be used to full advantage?
Sports and event tourism – Sports events, festivals and other annual events are useful tools for attracting short break visitors to Ireland. How can this be expanded?
Brand Ireland – How is Ireland presented to the short breaks market? What type of characteristics are attributed to the country and how successful are they in attracting visitors?
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