China and India offer significant new business potential for tourism enterprises in Northern Ireland, according to the findings of a major review of New and Developing tourism markets, launched by Tourism Ireland today. This major research study was undertaken in 19 New and Developing markets outside Europe and North America, spanning Asia, Pacific and Gulf countries¹, and could create new visitor opportunities for Northern Ireland in the years ahead.
To date, Northern Ireland has attracted encouraging growth in visitor numbers and revenue from core markets Great Britain, North America and Mainland Europe. In fact, the tourism industry has punched well above its weight in terms of growing tourism at a higher rate of growth than World and European levels.
However, the review confirmed that the evolving pattern of visits to long haul destinations, and growth to Europe from long haul destinations, will reshape the global tourism landscape, with significant implications for Northern Ireland tourism. If Northern Ireland is to continue to grow business over and above World and European levels, the tourism industry must expand its focus beyond traditional core markets and look to realise the opportunities presented by New and Developing markets.
The World Tourism Organisation forecasts that the Asia-Pacific region will be one of the fastest growing outbound regions, expanding by 6.5% on average over the next 15 years.
Commenting on the findings of the review, Tourism Minister Nigel Dodds said: “The report shows a sizeable and unique opportunity to realise the potential presented by the New and Developing markets.
“Whilst Northern Ireland still has an opportunity to fulfil its tourism potential in the main markets of Great Britain, North America and mainland Europe, we must also look to the long-term future.
“According to the Northern Ireland Passenger Survey 2006, 72% of all holidaymakers left Northern Ireland very satisfied with their visit. That is a positive platform from which to work and I strongly endorse the recommendation in the report to place growing emphasis on the New and Developing markets.”
The instrumental factors which will be behind the spectacular growth from New and Developing countries include: bi-lateral airspace agreements, improvements in air access, increased support from governments, rising economic stability, as well as easing of travel restrictions.
According to the findings of the report, China and India are in the top tier of best prospects for Northern Ireland, followed by Japan and South Africa, the Gulf Countries and other Asian countries including Hong Kong, South Korea, Malaysia and Thailand.
The importance of these markets is underlined by the fact that visitors:
- stay 14 nights, twice as long as the average holidaymaker
- have the highest spend per visitor at £524
- have a higher propensity to travel throughout Northern Ireland
- make significant economic contribution to numerous tourism sectors
Andrew Coppel, Chairman, Tourism Ireland said; “The medium to long term prospects from these markets are hugely exciting and significant, but the scale of the challenge in maximising the opportunities should not be underestimated. The markets are diverse in nature, with differing consumer segments and demands, have a low awareness of Northern Ireland and limited access. There is also an increasing level of competition. To realise our full potential from these markets increased investment will be required and a co-ordinated strategy between the industry, relevant Government Departments, Tourism Ireland and the other tourism agencies.”
“The tourism industry on the island of Ireland has experienced a strong pattern of growth from new and developing markets, reaching record level in 2006, albeit from a low base. Currently, visitors from these markets represent just 4% of the island’s visitors, generating an estimated £116 million in 2007. However, with increased marketing investment to implement the proposed strategy outlined in the review document, Tourism Ireland has proposed an accelerated potential annual growth of +18%, generating an additional £192 million to both economies over the next six years” said Coppel.
In the review Tourism Ireland proposes an outline strategy and approach to kickstart increased marketing activities in these markets. While considerable groundwork has been done in China and India, with Tourism Ireland offices now established in Shanghai and Mumbai, the main focus to date has been establishing relationships with intermediaries such as the travel trade and media. The proposal now is to put in place a comprehensive consumer marketing programme aimed directly at potential visitors. This would include establishing partner promotions with Visit Britain and other European destinations; development of local language websites in key markets; increased focus on attracting major Bollywood films to Northern Ireland; and devising co-operative campaigns with major iconic brands.
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Further information:
Clair Balmer/Elaine Moore, Tourism Ireland, tel: 028 7035 9260/ 07766 527719
Sonya Cassidy, Weber Shandwick, tel: 028 9076 1007/ 07770 886949
Note to Editors
¹Markets included in the review were: India, China, Japan, South Africa, Israel, Bahrain, Saudi Arabia, United Arab Emirates, Hong Kong, Singapore, South Korea, Malaysia, Thailand, Taiwan, the Philippines, Argentina, Brazil, Mexico and Chile. (Australia and New Zealand were excluded as they are considered to be more mature markets to Northern Ireland).
Visitors from New and Developing markets make a significant contribution to numerous tourism sectors: Expenditure breakdown: 28% on Bed & Board; 28% food & drink; 24% shopping.
Facts: India
Current population: 1.1 billion
Outbound market 2005: 4.6 million
Projected outbound market 2020: 34 million
Target areas: Mumbai, New Delhi, Bangalore
Target segments: family groups, Couples 25-44; MICE sector (Meetings, Incentives, Conference and Exhibitions)
Facts: China
Current population: 1.3 billion
Outbound market 2006: 34 million
Projected outbound market 2020: 100 million
Target segments: lone business travellers 25-54; business colleagues 25-54 in groups; ADS (Approved Destination Status) tour groups