China and India offer significant new business potential for tourism enterprises on the island of 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.
To date, the island of Ireland has succeeded in attracting record 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 Irish tourism. If the island of 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, Minister for Arts, Sport & Tourism Séamus Brennan TD said; “The report shows there is a sizeable and unique opportunity to realise the potential presented by the New and Developing markets. The key motivators for visiting the island of Ireland are the friendliness of the people, along with the beauty of the scenery and the cultural and heritage experiences on offer.”
“According to the research, 90% of all holidaymakers from these markets left happy with their holiday and prepared to recommend the island of Ireland to their friends and family. One in every three holidays exceeded the expectations of holidaymakers. That is a positive platform from which to work and I strongly endorse the recommendation in the report to place growing emphasis on these markets. Tourism is now a highly competitive global business and if we are to continue to grow the tourism industry on this island then we need to make Ireland a must see destination for holidaymakers and business people from 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 the island of Ireland, followed by Japan and South Africa, the Gulf Countries and other Asian countries including Hong Kong, South Korea, Malaysia, Thailand etc.
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 €782
* have a higher propensity to travel throughout the island of 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 the island of 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 €173 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 €286 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 the island of Ireland; and devising co-operative campaigns with major iconic brands.
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Further information:
Sinéad Grace, Tourism Ireland, tel: 01 476 3492/ 087 6859027
Mary McCarthy/Louise Cassidy, Weber Shandwick, Tel: 01 676 0168