Sunteți pe pagina 1din 34

IRELAND NOW!

Current Performance and Visitor Trends


Brian Maher, Head of Policy and Futures, Filte Ireland

Global View
International Tourist arrivals up 7% in 2010
Up almost 5% in the first half of 2011

Forecast for 2011 World arrivals +4%5% Europe arrivals +2%4%


Source: World Tourism Organisation (UNWTO)

Potential European Sports Holidays

2006 Holiday Trips (mn) 265

2007 282

2008 2009 2010 297 280 289

% Sports Holidays

2.2

2.1

2.1

2.5

3.1

Sports Holidays (mn)

5.8

5.9

6.2

7.0

9.1

Source: IPK International European Travel Monitor

Top Ten European Sports Holidays

Rank Type 1. Hiking, walking


2. 3. 4. 5. 6. Cycling Mountaineering Mountain biking Surfing Diving Sailing Canoeing, kayaking Fishing Horse riding

% 38
23 8 7 5 5 4 4 4 3

7.

Source: IPK International European Travel Monitor

European Sports Holidays Top Ten Originating Countries

Rank Type 1. Germany 2. 3. 4. 5. 6. 7. 8. 9 10. Netherlands Switzerland Austria France Belgium Czech Republic Great Britain Denmark Italy

% 44 18 6 4 4 4 4 3 2 1

Source: IPK International European Travel Monitor

European Sports Holidays Top Ten Destination Countries

Rank Type 1. Austria 2. 3. 4. 5. 6. 7. 8. 9. 10. Italy Germany France Spain Switzerland Croatia Netherlands Sweden Great Britain

% 28 13 11 9 7 5 2 2 2 2

Source: IPK International European Travel Monitor

Irish Tourism 2010

Overseas Tourism Performance (000s) 2000-2010(p)

6,266

5,865

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009 2010 p)

CSO/NITB/Filte Ireland

Overseas Tourism Performance (000s) 2000-2010(p)

3,428

2,706

1,985

1,436 1,055
853 261
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

322
2010 (p)

Britain

Mainland Europe

North America

Other Areas

CSO/NITB/Filte Ireland

Overseas Performance January-August (000s) 2007-2011

2,562

1,785

1,932

1,513

752 640 210 2007 240 2008 2009 2010 2011 Mainland Europe N.America Other Areas

Britain

CSO/NITB/Filte Ireland

Tourism Earnings 2009 and 2010 (p)

2007

2009

2010 (p)

% Change 2010 vs 2009

Overseas Visitors (000s)

7,739

6,555

5,865

-11%

Foreign Exchange Earnings (m)

4,902

3,879

3,412

-12%

Domestic Trips (000s)

7,942

8,340

8,000

-4%

Domestic Revenue (m)

1,551

1,390

1,251

-10%

Total Tourism Earnings

6,453

5,269

4,663

-12%

Overseas Activity Tourism in Ireland

Worth 830 million in 2010

Economic Contribution of Activity Tourism

High yield segment


Spend 45% higher than the average overseas visitor

Activity Tourism 2010


O Areas, 31,000, 4%

N America, 176,000, 19%

Britain, 297,000, 32%

M Europe, 415,000, 45%

Volume and Value of Activity Tourism

Activity Led to Choice of Ireland Overseas Participants (000s) Hiking/Walking Angling Cycling Equestrian Water-based 693 123 164 60 76 Spend in Ireland (mn) 640 88 180 62 69 Overseas Holidaymakers (000s) 173 73 58 32 52 Related Spend in Ireland (mn) 148 56 57 38 46

Any activity

920

830

Length of Stay (%)


OVERSEAS HOLIDAYMAKERS 1-3 nights 4-5 nights 6-8 nights All Activity

25 19 29

6 15 34

9-14 nights 15+ nights Average nights

20 7 7.3

31 13 9.9
Source: Survey of Overseas Travellers 2010

Types of Walking (%)


OVERSEAS VISITORS Types of Walking Done

Walking on roads
Walking on pathways Cross-country walks

37
53 34

Hill walks
Way-marked ways Looped walks Other Accompanied by a guide Yes No

36
14 10 3

9 91
Source: Survey of Overseas Travellers 2010

Types of Walking (%)

Distance walked per walking day

All Walkers 38 42 20

Roads

Paths

Crosscountry 34 40

Hill walks 32 42

Waymarked Ways 20 41

Looped Walks 22

Up to 5km 5-10km More than 10km

39 41 20

38 43 19

50 28

25

25

39

Source: Survey of Overseas Travellers 2010

The Walking Product among Overseas Visitors

Visitors 693,000 Holidaymakers 462,000 Exclude roads and paths


Important in choice of Ireland 245,000

257,000 5km + 161,000


Source: Survey of Overseas Travellers 2010

Types of Water-based Activity excluding fishing and swimming (%)


Water Skiing 1%

Other 20%

Sailing 37%

Scuba diving 5%

76,000 overseas participants


Windsurfing 5%

Canoeing 11%

Surfing 21%
Source: Survey of Overseas Travellers 2010

Types of Fishing 123,000 overseas participants (%)

Sea Fishing 38%

Pike 15%

Other Coarse 12% Salmon 10%

Brown Trout 17%

Sea Trout 8%

Source: Survey of Overseas Travellers 2010

Participants by Market (%)


Market Hiking/ Angling Equestrian Cycling WaterWalking based 29 46
11 11

Britain M. Europe
France Germany

56 37
8 15

37 37
17 11

21 56
11 7

51 39

N. America Other Areas

22 3

4 2

25 2

16 7

9 1

Source: Survey of Overseas Travellers 2010

Social Class and Age

All Social class (%) Holiday Managerial/Professional 24 White Collar 59 Skilled Worker 14 Unskilled Worker 3

Fishing 27 50 18 5

Equestrian pursuits 32 54 10 4

Cycling 23 66 8 3

Hiking/ walking 27 61 9 3

Other water-based activities 46 42 4 7

Age (%) Under 18 years 19-34 years 35-54 years 55-64 years 65+ years

All Holiday 8 35 34 15 9

Fishing 12 23 36 18 11

Equestrian pursuits 19 37 33 9 2

Cycling 8 48 30 10 4

Hiking/ walking 7 36 35 15 7

Other water-based activities 11 30 29 19 10

Source: Survey of Overseas Travellers 2010

Party Composition and Experience of Ireland

Party Composition (%) Alone Couple Family Other adult party

All Holiday 21 42 15 22

Fishing 30 28 20 22

Equestrian pursuits 20 28 28 23

Cycling 37 35 11 17

Hiking/ walking 21 43 17 20

Other water-based activities 10 50 9 30

Experience of Ireland (%) First visit Repeat

All Holiday 64 36

Fishing 28 72

Equestrian pursuits 49 51

Cycling 73 27

Hiking/ walking 64 36

Other water-based activities 58 42

Source: Survey of Overseas Travellers 2010

Route of Entry (%)

13

21

Sea

87

79

Air

All holiday

Activity holiday

Source: Survey of Overseas Travellers 2010

Use of Car (%)

All Holiday
10 32

Activity Holiday

40

19

58

41 Own Car Car Not Used Car Hire

Source: Survey of Overseas Travellers 2010

Regions Visited
Regions Visited (%) Galway Bay/Connemara/Clew Bay Any Holiday 28 Activity Holiday

40

West Clare
Dingle Peninsula North West Arc Ring of Kerry West Cork

13
9 5 22 4

19
17
8

30 10

Cork Harbour
South East Triangle Dublin and its Doorstep Shannon Corridor

16
13 72 7

21
15 57 6

Source: Survey of Overseas Travellers 2010

Information sought

Type of Information (%) Attractions/sights to visit Tours/activities Things to see and do generally Directions Maps Accommodation Public transportation

Activity Holiday 59 35 63 28 24 56 12

Food and eating out


Special offers

18
8

Source: Visitor Attitudes Surveys

Where looked for information

Source of Information Internet/web Guide books Word of mouth Irish tourist board Travel agent/tour operator Brochures/promotional literature Newspapers/magazines TV/radio TIO

Activity Holiday 80 50 23 22 14 21 7 3 2

Source: Visitor Attitudes Surveys

Accommodation Used

Type of Accommodation (%) Hotels Guesthouse/B&B Self-catering Hostels Caravan/Camping Friends/Relatives

Any Holiday 57 25 9 14 4 10

Activity Holiday 39 36 15 18 6 13

Source: Survey of Overseas Travellers 2010

Rating of accommodation - facilities and value

Rating (%) Very good Good Poor Very poor

FACILITIES 44 38 2 1

VALUE 31 49 5 *

Source: Visitor Attitudes Surveys in Destinations

Rating of Activities
Rating (%)
Very good

Good Poor Very poor

Equestrian Fishing Hiking/ Water- Cycling Walking based 55 48 63 67 52 40 50 36 31 46 5 1 1 1 2 1 * -

Source: Visitor Attitudes Surveys

Rating of Other Aspects (Activity Holidaymakers)

Rating (%) Friendliness of people Natural environment Quality of architecture Condition of roads Cleanliness of locality Signposting for roads/directions Signs for attractions Availability of things to see/do

Very Good 72 67 50 21 47 27 28 47

Good 28 32 48 57 51 59 61 52

Poor * * 2 20 3 12 9 1

Very Poor * * 2 * 2 1 *

Value for money

24

67

Source: Visitor Attitudes Surveys

THANK YOU FOR YOUR ATTENTION