Research Identifies Ireland’s Competitors
Outside of sun destinations, Ireland’s main competitors as a country to holiday in are Scotland, Iceland, Norway and England, according to new Tourism Ireland research.
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.
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”.
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.
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.
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.”
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