Tourism Ireland releases overseas sentiment research

New insights include potential visitors’ attitude to food and drink

Tourism Ireland has revealed the findings of its latest programme of research today (17th  February). The research was commissioned to understand the current views of consumers in our top tourism markets regarding international travel and what would motivate them to choose the island of Ireland for a holiday. The findings were shared at a virtual event attended by hundreds of tourism and travel operators from the island of Ireland and overseas. 

Tourism Ireland partnered with RED C to conduct a study among 8,000+ potential holidaymakers in eight key tourism markets – Great Britain, the United States, Germany, France, Spain, Italy, Canada and the Netherlands. 

Some of the main findings of the latest programme of research include:

• Interest in visiting the island of Ireland remains high amongst our target audiences, with >70% interested in visiting some time, while intention to visit in the next two years and active planning remains stable.
• Exploration continues to be the key holiday need (among 79% of respondents). The ability to disconnect is the second most influential factor in the choice of destination (67% of respondents).   
• Value for money is on potential visitors’ minds. Approximately half believe they will find good value on the island of Ireland, which is in line with, or ahead of, other Northern European destinations like England, Norway or Switzerland, but behind some Southern European destinations. Among previous visitors to the island of Ireland, a higher percentage rate the experience as having been good value, demonstrating that positive experiences add to a holiday here feeling ‘worth it’.
• Beautiful landscapes remain the key reason that potential visitors say they consider the island of Ireland. Scenery is particularly motivating for visitors from Mainland Europe (Germany, France and the Netherlands).
• Accommodation consideration varies by type of trip. While hotels attract the highest consideration overall, B&Bs, guesthouses and rental properties play a significant role – particularly for countryside breaks and longer holidays.  
• While word of mouth remains influential as potential visitors choose where they will holiday, other key sources of inspiration include online search (37%), social media (23%), TV and film (23%). While a third of potential overseas visitors have experimented with AI for trip research, 11% now use it regularly and this is a growing influence on travel choice.
• 70% of potential overseas visitors cite food as a factor in how they choose their holiday destination.
• Overall, >70% of potential visitors consider food on the island of Ireland will be good. Expectations are strongest from US (90%) and Great Britain (83%). Expectations are lower from Mediterranean markets, at closer to 60%, highlighting an opportunity to drive stronger perceptions.
• Visitors are most likely to connect the island of Ireland with farm to fork food, pub food and home-cooked traditional fare, while there is an opportunity to strengthen perceptions of seafood, as well as the diversity of culinary experiences available.

Alice Mansergh, Chief Executive of Tourism Ireland, said: “Our latest Overseas Sentiment Research, undertaken with RED C in November and December in eight key overseas markets, offers valuable insights into the key motivators for overseas holidaymakers. It’s encouraging to see that interest in visiting the island of Ireland remains high, with exploration and the desire to disconnect continuing to be powerful drivers of destination choice. Our beautiful landscapes remain our strongest asset, particularly among visitors from Mainland Europe, while food presents real opportunities for the future as we tell the story of the culinary experiences on offer here as part of a memorable, magical trip.

“We know that value for money remains a consideration for many travellers, particularly in a competitive international marketplace. However, perceptions of value are stronger among those who have already visited, reinforcing the importance of showcasing the quality of the experience on offer. Tourism Ireland will use these insights to sharpen and refine our marketing activity across our priority markets, working closely with air and sea carriers, overseas tour operators and local industry, to set us apart and convert intent into travel.”