All-island Tourism and Hospitality sectoral meeting on Brexit Niall Gibbons, CEO, Tourism Ireland Monday, 23 January, 2017
Global context
The Great Britain market
RedC research results
GB Marketing Plan 2017
Conclusions and next steps
1.2bn +2% +12% TRIPS TRAVEL TO TRAVEL TO ABROAD EUROPE 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 Northern Ireland 66 Rep of Ireland 42 Cyprus 36 Spain 22 Portugal 16 France 14 Belgium 14 Netherlands 13 Egypt 13 India 11 Greece 9 Australia 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