All-island Tourism and Hospitality sectoral meeting on Brexit Niall Gibbons, CEO, Tourism Monday, 23 January, 2017

Global context

The market

RedC research results

GB Marketing Plan 2017

Conclusions and next steps

1.2bn +2% +12% TRIPS TRAVEL TO TRAVEL TO ABROAD IRELAND

WORTH +9% IRELAND’S $1.4tn MARKET SHARE

#5 IN WORLD

2016 €5.4bn +10% Island of Ireland REVENUE

10.5m +11% VISITORS

263,000 jobs

2016 €4.7bn +10% Republic of REVENUE Ireland 9m +12% VISITORS

220,000 jobs

Great Britain 2016 €1.5bn €1.1bn REVENUE ROI

4.9m 3.8m VISITORS ROI

7% Say they are less likely to holiday overseas

50% will spend less while on holiday

37% will reduce their holiday budget

26% will change their chosen accommodation type

25% will reduce their length of stay

18% say Brexit vote will influence holiday choice in next 12 months

17% will postpone a trip outside the UK

Outbound travel from Great Britain to all destinations -2.5%

1.5m fewer overseas trips

Reliance on GB Market GB as % of inbound visitors 66 Rep of Ireland 42 Cyprus 36 Spain 22 Portugal 16 France 14 Belgium 14 Netherlands 13 Egypt 13 India 11 Greece 9 8 Italy 8 Denmark 8 Switzerland 7 Germany 7 UAE 7 Poland 7 Turkey 6 Sweden 6 USA 6

GB share for Ireland and Northern Ireland, UK for all other destinations Exchange rate implications Does the current exchange rate make you any more/less likely to visit Britain?

Much more likely to visit Britain A little more likely to visit Britain No more likely to visit Britain A little less likely to visit Britain Much less likely to visit Britain Don’t know

Balance (Pos – Neg)

Currency

JAN 2016 JAN 2017 £100 = €143 £100 = €115 $100 = £64 $100 = £83

Risks

Access Visas

Great Britain perceived Competitiveness more attractive

Why would I go to Ireland to have a Guinness when it will cost me twice as much to do so, as it would here in London?

Accelerate market diversification

MARKET REVENUE 2014 2019 1 GreatGreat BritainBritain

2 Mainland Europe

3 NorthNorth AmericaAmerica

AustraliaAustralia && 4 DevelopingDeveloping MarketsMarkets

What are we doing in Great Britain?

Greater focus on Culturally Curious

Northern Ireland

Publicity EAV €20m

26 • Tourism Ireland | Marketing Plans 2017 Partnership

Media Cooperative Marketing Trade/industry

Ardal O'Hanlon

Regional/seasonal growth

Marketing programme

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Media Partnerships Publicity Co-operative Marketing Advertising – Cinema Advertising – Digital Digital - Content seeding Digital - Email marketing Digital – Search Digital - Social media Trade and Consumer Events

Conclusions Short term

Value for Money

Attractiveness of Great Britain

Short term NI opportunities

Strategy and insight

Access

Conclusions Medium term

Common Travel Area

Currency

Visas

Thank You

Thank You