Tourism Ireland has unveiled the findings of its latest programme of research today (7 March). The research was commissioned to understand the current views of consumers regarding international travel and what would compel them to choose the island of Ireland for a holiday. The findings were shared at a virtual event which was attended by hundreds of tourism and travel operators from the island of Ireland and overseas.
Tourism Ireland partnered with RED C to conduct a study among thousands of potential holidaymakers in eight key tourism markets – Great Britain, the United States, Germany, France, Italy, Spain, Canada and, for the first time, Australia. Tourism Ireland uses the findings of its research to continually refine its marketing programmes overseas, in order to grow the value of inbound tourism for economies and communities across the island.
Some of the main findings of the latest programme of research include:
- Among overseas holidaymakers, 7/10 are interested in visiting Ireland some time, with 3/10 actively planning. There is an opportunity to convert ‘lookers’ into ‘bookers’.
- In terms of competition, outside of sun destinations, those considering Ireland for a holiday are likely to also consider Scotland, Iceland, Norway and England as options.
- Reasons visitors choose Ireland include scenery (33%), culture (11%), sightseeing (9%), history (7%) and visiting friends and relatives (6%).
- Barriers to visitors choosing Ireland include competition/other places to go (16%), weather (13%), cost (6%), access/difficulty getting here (5%).
- Value for money is on holidaymakers’ minds. Half of all overseas holidaymakers think Ireland will represent good value for money, in line with Scotland and ahead of Nordic markets. However, perception differs by country, with 7/10 holidaymakers in the US seeing Ireland as good value, with more challenging perceptions in Great Britain and Germany. 1/3 of holidaymakers seeking to reduce costs would consider shortening their stay.
- When seeking holiday inspiration, recommendations (44%), online search (38%), travel sites (29%), film and TV (24%) and social media (24%) are key factors for holidaymakers.
- As an emerging trend, 1 in 3 holidaymakers uses AI to form holiday plans, rising to 1 in 2 in the US. AI chatbots are a way to begin the research process and cut down the amount of time it takes to plan a holiday, with most visitors then going deeper themselves with their own manual research and booking as a follow on.
- Ireland is ‘Instagrammable’, with 2/3 of visitors posting pictures to friends and family, helping to drive future word of mouth. The island ranks ahead of other destinations, in terms of visitors’ propensity to share photos and stories after their trips, helping drive word of mouth for the future.
This programme of research will help inform Tourism Ireland’s future promotional activity.
Alice Mansergh, Chief Executive of Tourism Ireland, said: “The latest sentiment tracker research, undertaken with RED C, offers valuable insights into the motivations of potential visitors and how Ireland can stand out in a competitive global landscape. Holidaymakers are looking for destinations that offer exploration, relaxation and memorable experiences. In terms of competition, those considering this island are more likely, alongside sun destinations, to also think of Iceland, England, Scotland and Norway. Visitors tell us they choose Ireland based on our scenery, culture and heritage, with sightseeing also playing a role. Visitors tell us potential barriers to choosing Ireland include weather, value for money and ease of access. While we can’t control the weather, reviewing the cap at Dublin airport will be vital for access and steps to ease upward pressure on costs in the industry are also most welcome.
“At Tourism Ireland, in the coming year we’ll be focused on strengthening reasons to come to Ireland and working with government and industry partners to ease any barriers. New trends to play to include the use of AI by one third of holidaymakers to help plan vacations, alongside channels of inspiration such as TV, film, online search and social media. The good news is that once we bring holidaymakers to Ireland, two thirds of them then help spread the word, through recommendations, stories and photography shared with family and friends, with Ireland ranked by visitors as more ‘Instagrammable’ than the average destination. Tourism Ireland uses data-driven marketing to sharpen our approach, inspiring potential holidaymakers to visit and, in turn, driving economic benefits for businesses and communities across the island of Ireland. Overseas tourism to the island of Ireland is worth an estimated €7 billion every year, with visitor spend increasing by +10% in 2024 compared to 2023.”
