Tourism Ireland releases overseas sentiment research

Overseas holidaymakers remain committed to travel – but with degree of caution

Tourism Ireland has revealed the findings of its latest programme of research today (30th July). 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 an online survey among thousands of potential holidaymakers in Great Britain, the United States, Germany, France, Spain, Italy, Canada and Switzerland.

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

• Travel interest among potential overseas visitors remains high, but with global uncertainty, consumers are seeking greater reassurance. 
  - 63% (+2% year on year) of potential visitors consider overseas holidays as ‘essential for me’, while 66% will prioritise spending on overseas holidays as ‘worth it’. 
  - However, a contrasting 30% of potential visitors (+5% y/y) believe the world is too uncertain right now to book overseas travel.
  - 59% of potential overseas visitors are researching cost carefully (+1% y/y). 
  - Potential overseas visitors are looking for reassurance with over half looking for flexible or refundable bookings (53%), monitoring governments’ travel advice (52%) and reconsidering travel to certain regions based on global tensions (52%). 
• Notwithstanding uncertainty, interest in making future trips to Ireland remains robust, with increases in visitors planning to travel to the island over the next 12 months. 
• In terms of value for money, half of potential overseas visitors expect positive value for money from Ireland, which is stable compared to previous years and in line with other Northern European destinations like Scotland. However, given consumer uncertainty and cost consciousness, communicating what makes a trip to Ireland magical, memorable and worth the trip remains vital and a key focus for Tourism Ireland across 15+ overseas markets. 
• Potential visitors are motivated to choose the island of Ireland based on scenery, culture and history. Historical sites, food and drink, walking and hiking, and experiences in nature have the broadest appeal, with 9 out of 10 potential visitors planning to undertake these activities on a trip to the island of Ireland. Sporting experiences are high value attractors of visitors, but are more targeted in their appeal, as they are of interest to about half of potential visitors. 
• Distinctive cultural experiences can help Ireland stand out. Interest in the origins of Halloween in Ireland and Halloween festivals is a topic of potential interest for over 8 out of 10 Americans and 7 out of 10 Canadians. 
• Regarding year-round, regionally spread tourism, 82% of potential overseas visitors plan to visit more than one location on a trip to Ireland, while 66% believe Ireland offers potential to visit at any time of year, or outside peak season. North Americans are most likely to see the island as their ‘main holiday’, while for closer-to-home markets like Great Britain or Europe, Ireland is more likely to be an ‘additional holiday’, pointing to potential to win discretionary travel throughout the year. 
• While visitors come to the island of Ireland for authentic, in-person experiences that help them disconnect from their day to day, the travel planning process is increasingly digital. AI is the fastest growing way of researching travel, with almost double the number of potential visitors using AI as a primary way to research and plan trips now versus one year ago (16%, +7% y/y). Meanwhile, over one third have experimented with AI for travel. Visitors also turn to social media (23%), broadcast and streaming shows (22%), online search (33%) and online travel agencies (22%) to gain inspiration.   

Alice Mansergh, Chief Executive of Tourism Ireland, said: “It is positive to see that travel intent remains strong, with 66% of potential overseas visitors prioritising spend on holidays as ‘worth it’. However, amidst global uncertainty, there is cost consciousness. It’s more important than ever to show visitors what the island of Ireland offers. Topics with broad appeal for 9 out of 10 of our potential visitors include visiting historic sites, hiking, time in nature and Ireland’s food and drink culture. 

“There is an interesting digital paradox at play. Visitors are motivated to travel by authentic, immersive, in-person experiences. However, when it comes to travel planning, the process is increasingly digital. Twice as many people are using AI as a main way to plan travel this year compared to last year, while social media, search, online travel agencies and broadcast or streaming shows remain influential also. Tourism Ireland uses insights on visitor needs to shape effective demand generation across 15+ markets, with the goal of growing the value of tourism for businesses and communities island wide.’