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GREAT BRITAIN Market Profile 2019

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GREAT BRITAIN Market Profile 2019 GREAT BRITAIN Market Profile 2019 of overseas visits to the island of Ireland 42% come from Great Britain. Tourist Market The island of Ireland welcomed 4.8 million tourists from Great Britain in 2019. 83% of these tourists were from England, 14% from Scotland and 4% from Wales. 1.5m TOURISTS #1 Britain is the island of Ireland's most important market in terms of tourists RANK and nights. 3.5m Great Britain is the world's 4th largest outbound market with British tourists TOURISTS 5% making roughly 93 million* trips SHARE OF annually, 78% of visits are to Europe and OUTBOUND 5% to the island of Ireland. VISITS *UK outbound incl. Northern Ireland resident trips outside UK. Access the latest performance on tourists, holidaymakers and revenue Visits to Ireland and Northern Ireland will from Great Britain. Read more total more than the island figure due to tourists spending time in both locations. 1 Revenue & Bednights Britain remains the island of Ireland's most important market in terms of the amount of nights spent on the island of Ireland. €1.4BN/£1.3BN 22.4M British bed nights increased marginally to 22.4m in REVENUE 2019 (+1% or +127k). Two-fifths stayed in paid accommodation, principally hotels. Half of bed nights 25% of all tourist revenue were spent with friends and relatives. to the island 4.7 nights average stay €302/ £263 spend per tourist 9+ 10% Bed and Board Shopping 9+ 1n0i%ghts Food and Drink 6-8 nights 1212%% 6-8 nights 38% 26% 11% Transport Entertainment Miscellaneous U5p 8to 3% nights Up to 358 n%ights 4-5 nights OTHER 2200% % 4-5 nights 11% 5% 8% Air & Sea access links Sea service increased to 219 sailings per week during the summer of 2019, along with 1,736 flights delivering almost 240k one-way weekly air seats. r me um Seats per week to Ireland. ly s 159k eek 019 100 departures, 25 British Airports, W in 2 ats 5 Airlines & 6 Irish Airports. 7k se 23 77k Seats per week to Northern Ireland. 636 departures, 24 British Airports, 6 Airlines & 3 NI Airports. Industry Opportunities Tourism Ireland works with air/sea carriers to create co-operative marketing opportunities for car spaces available our industry partners to get involved. Read more 45k weekly throughout summer 2019 via ferries 2 Holiday Market Great Britain remains the island of Ireland's largest source of holidaymakers, accounting for almost a third of the island of Ireland's holidaymakers in 2019. 7.5m British holidaymakers spend an average of 4.3 nights on the island of Ireland. 1.7m BED NIGHTS Holidaymakers from Britain spend 3.2 nights on Holidaymakers in 2019 average in Northern Ireland. +3% vs. 2018 Reasons for visiting Average spend on the Oth er % % island of Ireland 1 36 Holiday €341/£297 % 1% Busines1s7 36% 17% 46% Visiting friends Ireland €325 % & relatives 46 N.Ireland £305 Interest in Visiting The island of Ireland is the 6th most popular outbound destination British tourists are interested in visiting. intend to holiday on the island in the next 3 years. To drive general interest to intent we stimulate holidaymakers through 43% keeping the island top of mind. After Spain & France, Ireland has intent to visit in the 3rd strongest conversion rate of all outbound destinations the next 3 years monitored. are actively planning a holiday to the island of Ireland in the 20% next 12 months. The island competes with Italy, Spain, France actively planning to and other domestic destinations that British holidaymakers are 78% come in 12 months actively planning on visiting. Interested in a holiday on Tourism Ireland has created a tailor made marketing programme the island targeting British holidaymakers to simulate interest and holiday booking from our largest market. Read more 3 Our Best Prospects 23% 19% The island attracts holidaymakers from Great Britain with varying motivations. Two core Social Culturally segments account for 42% of all British Energisers Curious holidaymakers who visited the island in 2019. 4.4m 2.7m Memorable Culturally Curious Social Energisers in Experiences in Great Britain Great Britain Directing holidaymakers to discover hidden gems will ensure they have Culturally Curious holidaymakers Social Energisers are particularly memorable experiences. Encourage are interested in meeting the interested in partying, meeting your tourists to share experiences, locals, exploring the place and other tourists, experiencing driving interest from their friends and broadening the mind. adrenaline filled adventures and activities/places with a wow factor. family to holiday on the island. Regions and Seasons British holidaymakers are the most likely of all our markets to holiday on the island during the off-peak months, 41% arrive throughout October to March. 38% Plan 2-3 months in advance 23% Tourism Ireland runs targeted NORTHERN email marketing campaigns IRELAND timed to coincide with critical holiday decision-making 7% times. Get involved in our BORDER eMarketing partnership 11% programme. Read more WEST 5% MID-EAST & 50% 31% MIDLANDS DUBLIN Holiday during July - Sept Item 4 Item 1 8% Oct-D2e1.c2% J20a.2%n-March MID-WEST 21% 20% 8% SOUTH-EAST 27% 16% 31% Item 2 Item 3 27.3% SOUTH-WEST 31.3% April-June July-Sept 4 Active Holidaymakers British holidaymakers are active 1.2m 1.2m Participated Visited Historical Sites tourists, exploring our historical sites, in events / activities engaging in multiple events/activities while on the island. Visited sites of Engage in Participated 70% historical interest 70% pastimes/events 33% in activities Heritage/ Visitor Centre: 41% Hiking/Cross-Country Walking: 14% Shopping: 43% Churches or Cathedrals: 35% Golf: 4% National Parks and Historic Houses or Castles: Forests: 28% Attending an Organised 33% Sporting Event: 3% Museums or Visited Gardens: 23% Art Galleries: 30% Cycling: 3% Monuments: 28% Fishing: 2% Attended Festivals/Events: 15% Other: 22% Water-Based Activities: 2% Ancient Celtic sites: 16% Traced Roots or Genealogy: 2% Equestrian: 1% 0 10 20 30 40 50 0 10 20 30 40 50 0 5 10 15 39% 12% Holidaymaker Profile 40 30% 6% of holidaymakers from Britain 30 were born on the island of Ireland and 20 18% more than half were on a repeat trip in 18% 2019. 10 < 25 <24 25-44 45-64 65+ year0s Item 1 Item 2 Item 3 Item 4 79% ABC1 Holidaymakers Personal 43% Invitation DE5% Over 45 years of age 23A% B Past holidaymakers can be C216% 5% a great source of future The average age of 16% 23% business. Enrich your holidaymakers to the island of website and email Ireland is falling, 45% of marketing campaigns with 56% holidaymakers in 2019 great content from our were under 35 years old, C1 compared to 39% in 2009. archive. Read more 56% 5 Online & Offline Inspiration Word of mouth remains the most powerful influence among holidaymakers from Britain 71% when choosing to visit the island of Ireland. of British holidaymakers planned their trip via the internet Sources of influences when choosing / planning visit 12% Planned their visit 71% choosing by using guide books 59% planning 40% 40% 12% 12% 11% 8% Word of Internet Guide Social Media Planned via the internet mouth Books Of the 40% of holidaymakers that chose to visit Ireland via the internet, almost 3-in-5 did so using accommodation providers websites and 2-in-5 did so using a carrier website. Partnering for success Tourism Ireland is the organisation responsible for marketing the island of Ireland overseas as a toPularni s2-t3 dmeosntthisn ian taidovnan.ce Get in contact with the teams that Learn about opportunities Select the marketing opportunity can partner with you to help deliver in other markets and that’s right for you to help attract on our ambition of driving more keep up-to-date on latest tourist additional tourists and grow your tourists and revenue from Great numbers and market intelligence. business from Great Britain and Britain to the island of Ireland. other markets. Read More Read More Read More All the information contained within this publication is based on information provided by NISRA's Northern Ireland Passenger Survey, the CSO's Passenger Card Inquiry and Fáilte Ireland's Survey of Travellers and Tourism Ireland's overseas research programme. 6.
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