Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017

Travel ProfilesA SNAPSHOT OF KEY MARKETS

Tourism NumbersWhile Ireland welcomes tourists from all parts of the world, four core markets play a key role in Ireland’s success.

Nearly seven-in-ten (68%) of Ireland’s overseas tourists come from Britain, United States, Germany and France; accounting for €6 out of every €10 (62%) or €3 billion of revenue.

Research

This overseas travel profile looks at overseas tourism with a focus on holidaymakers from Ireland’s four key markets.

USA 1.5m

Italy 0.3m

Britain 3.4m

Germany 0.6m

France 0.5mSpain

0.4m

+1%

6,286

2012

+6%

2013

6,686

+6%

2014

7,105

+13%

2015

8,036

+9%

2016

8,742

+3%

2017

9,023

OVERSEAS TOURISTS TO IRELAND 2012-2017 (000)

Tourism is a vital part of the Irish economy. It is integral to sustainable regional development and an important source of national employment (240,000 jobs in 2017).

Trend in Overseas Tourism Numbers (000)Ireland welcomed 9 million overseas tourists in 2017, this is equivalent to almost two tourists for every resident.

Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017

Travel Profiles A SNAPSHOT OF KEY MARKETS

GB €1bn

Italy €0.19bn

Spain €0.2bn

France €0.29bn

Germany €0.4bn

US€1.3bn

Research

Revenue Total overseas tourism accounted for €4.9 billion in revenue for Ireland in 2017; a 6% increase on 2016.

Britain remains Ireland’s largest market for tourists (over double that of the US), however the US generates the largest income .

America is a high yield market due to its growing tourist numbers, high proportion of holidaymakers, preference for hotel accommodation and longer average stay.

TOURIST OR HOLIDAYMAKER?

Tourists include all travellers who stay away from home for one or more nights for either holiday, visiting friends and family, business or other purposes.

Holidaymakers are the largest subcategory of overseas tourist. They are a key focus of much of Ireland’s developmental and marketing strategies as their choice of destination can be directly influenced.

REVENUE 2017KEY MARKETS

217,000

187,000

Growth in Tourism NumbersBritain is Ireland’s single largest market, however 2017 marked a decline in British tourist numbers (-5%), but this loss was offset overall by strong growth from the US (+17%).

The US market has been a consistently strong performer for Ireland, with high demand over the last five years and a double digit growth on average.

TouristsIncludes an Overnight Stay

Main Purpose of Visit

Holiday Visiting Friends& Relatives

Business Other

5%

11%

7%

7%

2013

5%

9%

15%

3%

2014

11%

12%

14%

12%

2015

9%

15%

2%

5%

2016

17%

3%

4%

-5%

2017

Travel Profiles A SNAPSHOT OF KEY MARKETS

Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017 Research

REPEAT VISITS

On average one-third of holidaymakers to Ireland were repeat visitors.

This highlights the opportunity to encourage holidaymakers to return by exceeding expectations and providing a compelling reason to come back.

Spotlight on HolidaymakersHolidaymakers are an important type of tourist, both in terms of their numbers and their value.

38%

73%

69%

64%

44% 17% 1%

8%

13%

12% 6%

5%

4%15%

14%

18%

■ Holiday ■ Visiting Friends/Relatives ■ Business ■ Other

REASON FOR VISIT

TOTAL

67%

70%

74%

40%

68%

33%

30%

26%

60%**

32%*

■ First Visit ■ Repeat Visit

Most Americans (73%) visit Ireland for a holiday while, unsurprisingly due to their close familial ties, more British tourists come to visit friends and family (44%) than come for a holiday (38%).

* 1% of all repeat visitors are Irish born** 6% of repeat British visitors are Irish born

HOLIDAYMAKERSHolidaymakers

52%Visit Friends & Relatives

29%Business14%

Other5%

Tourists include those that stay one or more nights in Ireland and can be further defined based on their reason to visit

Holidaymakers

Holidaymakers

Travel Profiles A SNAPSHOT OF KEY MARKETS

Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017 Research

6% 9% 11%

39%

23%

17%

14%

46%

31%

9%5%

41%

27%

14%

7%

5%

34%

30%

16%

15%■ 65+

■ 56-64

■ 35-54

■ 19-34

■ Under 19yrs

AGE

SEASONALITY

Couples43%

Family17%

Alone20%

Adult Party20%

15%

17%

18%

50%

22%

17%

33%

28%

20%

37%

26%

17%

23%

32%

33%

13%

■ 9 or more nights

■ 6-8 nights

■ 4-5 nights

■ 1-3 nights

HOLIDAY PARTY TYPETourists to Ireland tend to travel as part of a couple or adult party.

Britain and Germany are the markets least likely to travel in a family group.

TOTAL OVERSEAS HOLIDAYMAKERS

-- ---- Britain

-- ---- USA

-- ---- Germany

-- ---- France

DEMOGRAPHICSIreland’s holidaymakers are relatively young. On average, one-in-two (47%) are under 35.

German and French holidaymakers are among the youngest (55% and 52% respectively are 34 or under), and close to half (45%) of Americans also fall within this age group.

30%

25%

20%

15%

10%

5%

0%

Jan-Feb March-April May-June July-Aug Sept-Oct Nov-Dec

LENGTH OF STAYThree-quarters (75%) of holidaymakers spend eight or fewer nights in Ireland.

Germans are most likely to opt for a longer holiday of eight nights or more (37%).

Seven in ten British holidaymakers stay five nights or less.

Travel Profiles A SNAPSHOT OF KEY MARKETS

Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017 Research

REGIONS VISITED*

As a primary point of access Dublin is a very popular destination for three out of four holidaymakers (76%).

Dublin, the South-West, West and Mid-West feature as Ireland’s most visited destinations across all key markets.

Dublin is most popular with Americans, 83% spending time there.

The South-East is more popular with Germans, while the border region attracts a higher proportion of French and German holidaymakers relatively.

*Holidaymakers can visit more than one region, therefore the sum of regions adds up to more than 100%

TRAVEL ARRANGEMENTSOn average, four out of five holidaymakers (83%) book their holidays independently.

For one-in-two Americans (51%), Ireland is just one stop in a wider international trip. Therefore it stands to reason that they are the market most likely to book a package holiday.

74%92%

8%

74%89%

11%

74%83%

17%

74%74%

26%

■ Independent■ Package

Dublin58%

South West33%

West12%

NorthernIreland

NorthernIreland

NorthernIreland

NorthernIreland

Mid East5%

South East11%

Midlands1%

Mid West10%

Border 5%

Dublin83%

South West47%

West38%

Mid East5%

South East15%

Midlands2%

Mid West33%

Border 8%

Dublin65%

South West42%

West35%

Mid East9%

South East19%

Midlands5%

Mid West25%

Border 11%

Dublin67%

South West43%

West47%

Mid East5%

South East13%

Midlands1%

Mid West23%

Border 12%

Dublin58%

South West33%

West12%

NorthernIreland

NorthernIreland

NorthernIreland

NorthernIreland

Mid East5%

South East11%

Midlands1%

Mid West10%

Border 5%

Dublin83%

South West47%

West38%

Mid East5%

South East15%

Midlands2%

Mid West33%

Border 8%

Dublin65%

South West42%

West35%

Mid East9%

South East19%

Midlands5%

Mid West25%

Border 11%

Dublin67%

South West43%

West47%

Mid East5%

South East13%

Midlands1%

Mid West23%

Border 12%

Dublin58%

South West33%

West12%

NorthernIreland

NorthernIreland

NorthernIreland

NorthernIreland

Mid East5%

South East11%

Midlands1%

Mid West10%

Border 5%

Dublin83%

South West47%

West38%

Mid East5%

South East15%

Midlands2%

Mid West33%

Border 8%

Dublin65%

South West42%

West35%

Mid East9%

South East19%

Midlands5%

Mid West25%

Border 11%

Dublin67%

South West43%

West47%

Mid East5%

South East13%

Midlands1%

Mid West23%

Border 12%Dublin58%

South West33%

West12%

NorthernIreland

NorthernIreland

NorthernIreland

NorthernIreland

Mid East5%

South East11%

Midlands1%

Mid West10%

Border 5%

Dublin83%

South West47%

West38%

Mid East5%

South East15%

Midlands2%

Mid West33%

Border 8%

Dublin65%

South West42%

West35%

Mid East9%

South East19%

Midlands5%

Mid West25%

Border 11%

Dublin67%

South West43%

West47%

Mid East5%

South East13%

Midlands1%

Mid West23%

Border 12%

Dublin76%

South West39%

West32%

Mid East6%

South East14%

Midlands2%

Mid West22%

Border 8%

NorthernIreland

TOTAL OVERSEAS

CAR USETwo-in-five holidaymakers (42%) have access to a car. One-third (32%) rent a car while one-in-ten (10%) bring their own.

The remaining holidaymakers (58%) rely upon public transport for travel while in Ireland.

57%

47

%5

6%

57

% 52%48%

53%47%

44%56%

43%

ACCESS TO A CAR

■ No■ Yes

Travel Profiles A SNAPSHOT OF KEY MARKETS

Sources: Fáilte Ireland Survey of Overseas Travellers 2017 CSO/Fáilte Ireland/NISRA 2017 FI-110678-TPO-0119 Research

33

55

20

18 29 23 9 10 5 6

31 21 11 8 2 7

19 13 9 2 2

12 18 4 7 11 15

ACCOMMODATION NIGHTS In general, holidaymakers spend the largest portion of holiday nights staying in hotels (38%) Guesthouses/B&Bs are next most popular for overnight stays (21%).

American and British holidaymakers favour hotels, while the French and Germans prefer guesthouse and B&Bs.

However relative to their stock levels, guesthouses/B&Bs perform very well in terms of popularity. There is just one guesthouse/B&B space for every eight hotel beds, yet one-in-five holidaymakers stay in a guesthouse/B&B.

Self-catering (rented accommodation) is also experiencing growth across all markets, highlighting changing trends in holidaymaker preferences.

Where Holidaymakers StayDublin, the South West and West account for the highest number of holiday nights.

In the case of Dublin a large volume of holidaymakers stay a relatively short time in the region. While the number of holidaymakers to the South West and West is lower, their length of stay is longer.

Guesthouse/B&B Rented Hostel Caravan/Camping House of Friend/Relative

OtherHotel

*Less than 0.5%

Dublin37%

South West26%

West16%

Border 4%

Mid East3%

South East5%

Midlands1%

Mid West9%

NorthernIreland

ACCOMMODATION NIGHTS (%)

OVERSEAS HOLIDAYMAKER OVERNIGHTS