Market Profile Italy is our 6th largest market

Visitor Market Italy accounts for 3% of all visitors K to the island of . We welcomed 27 336K visitors from Italy in 2016. Where do they come from? 326K 24% 24% of Italian visitors were of Italian visitors were from the Lombardy Region from the Lazio Region

Visits to Ireland and total more than the island figure +8% 31M due to visitors spending time in Visitor growth in 2016 Outbound visits Latest performance both locations.

Italy is ’s 5th largest To access the latest performance outbound visitor market. Italian on visitors, holidaymakers and +7% +23% visitors made over 30 million revenue from Italy. outbound trips in 2016 with 83% of those visits within Europe. READ MORE Ireland Northern Ireland Revenue and Bednights Spend by visitors from Italy increased by +16% in 2016, generating an additional €182/£147M €26M/£21M compared to 2015. Revenue 3% of all visitor revenue to the island

2.8M 8.4 €544/£439 Bednights Average nights on island Spend per visitor

9+ nights Up to 3 nights Rented accommodation is the 31% 36% most popular type of accomodation 30% 33% 13% amoung Italian visitors. 4 to 5 6 to 8 nights nights 18% 15% 13% 9% 2% Length of stay

Air and Sea Access Links 20K Air routes to the island Air Services weekly one-way seats in Summer 2017 recorded a marginal increase (+4%) in Summer 2017. 107 flights per week

19,244 378 Industry opportunities One-way seats per week One-way seats per week to the to Northern Ireland Tourism Ireland works with airlines and sea carriers to Ryanair offers Milan/Belfast flights create co-operative marketing twice per week year round. opportunity for our industry partners to get involved with. 20 Italian Airports 3 Airlines 105 flights per week READ MORE Holiday Market More than half (54%) of all Italian visitors are here for a holiday. 181K holidaymakers in 2016 53% since 2012

1.1M €88M/€63M Reasons for visiting Holidaymaker nights Holidaymaker Revenue

Business & other Holiday +6% +11% 30% 54%

Visiting friends & relatives 16% versus 2015 growth versus 2015

Interest in Visiting The island of Ireland is the 4th most popular destination 72% interested in among Italian holidaymakers a holiday to the island in terms of future interest of Ireland in visiting.

58% 31% Driving holiday growth Intend to holiday to the Actively planning a holiday island in the next 3 years to the island within Tourism Ireland has created a 12 months tailor-made marketing programme To drive general interest to specific targeting holidaymakers intent we stimulate visitors through The island of Ireland competes to stimulate interest and holiday keeping the island top of mind as with France, Spain, Britain and booking from our 6th largest a destination with a wealth of Greece in terms of destinations holiday market. historic & living culture. that Italian holidaymakers are READ MORE actively planning on visiting. Our Best Prospects Our focus is on the Italian Culturally Curious holidaymakers, who represent a significant proportion of Italian outbound holidaymakers.

They go on holiday to experience life like the locals, to broaden their minds and really get under the skin of a destination. Compared to those from other source markets, Italian Culturally Curious are more inclined to stick to what they have already heard lots about. Recommendations are particularly important to them.

Italian Tourers 9% Italian holidaymakers often prefer not to drive Visit Northern Ireland when abroad. They use public transport and other modes of transport to get around the 9% island of Ireland, with just 30% using a car. Northern Ireland 8% Border 27% West 89% Dublin 11% 8% Mid-West Mid-East 5% 71% 25% South-East Holiday during Apr-Sept Personalised campaigns South-West

Oct-Dec Jan-Mar Tourism Ireland runs targeted email 13% 16% marketing campaigns timed to coincide with critical holiday decision-making times. Get involved in our eMarketing Jul-Sep Apr-Jun partnership programme. 39% 32% GET INVOLVED Active Holidaymakers While the Italian holidaymaker is inspired to choose a holiday in 174 K Ireland by our stunning scenery, Visited Historical they are particularly interested in Sites exploring our historical sites during their visit to the island of Ireland.

96% 58% 30% Visit sites of historical Visited gardens Participate in interest hiking/walking 77% 74% 59% 52% 58% 42% 6% 1% 5% 30% Visited National Historic Houses Parks & Forests Cultural Event Cross-country Visitor Centre Monuments Churches or Attended a Cathedrals or Concert Heritage / Festival or or Castles Gardens Hiking / Walking Cycling Fishing Visited

Repeat Holidaymakers Age Profile 61% of our Italian holidaymakers are under 35 years of age and 7% 24% have been here before. 55+

33% 32% 25-34 35-54 28% 0-24 41% 82% 24% Holiday as couples ABC1 holidaymakers Repeat holidaymakers DE: 7% C2: 11% AB: 20% Past holidaymakers can be a great 17% 41% 27% 10% 9% source of future business. Enrich your website and email marketing campaigns with great content from Adult family Family with adult party Travelling under 18 our content pool. children

Couple C1: 62% Other alone READ MORE Socio economic group Online & Offline Inspiration Italian holidaymakers use multiple 80% sources of information when looking Planned using online sources for inspiration before ultimately 73% booking their holidays. Chose the island of Ireland using offline sources

60% 41% Planning takes Talk to friends, relatives or place online business associates for inspiration In 2016 Italian holidaymakers used a variety of sources to Traditional media and other sources choose a holiday in Ireland. continue to be important with inspiration coming from friends, 60% use online for choosing ads, guidebooks, TV and radio Ireland and 80% for planning. programmes.

Partnering for Success Tourism Ireland is the organisation responsible for marketing the island of Ireland overseas as a tourist destination.

Contact us Market Insights Marketing Opportunities All the information contained within this publication is based Get in contact with our Italian team Learn about opportunities Select the marketing opportunity on information provided by NISRA’s who can partner with you to in other markets and that’s right for you to help attract Northern Ireland Passenger Survey, help deliver more visitors and keep up-to-date on latest additional visitors and grow your The CSO’s Country of Residence revenue from Italy visitor numbers and business from Italy Survey and the Passenger Card to your business, and the market intelligence. and other markets. Inquiry and Fáilte Ireland’s Survey island of Ireland. of Overseas Travellers and Tourism Ireland overseas research programme. READ MORE READ MORE READ MORE

www.tourismireland.com