IRISH TOURISM Flashcards
WHY TOURISM MATTERS - GLOBALLY
Over the past 6 decades tourism has experienced continued expansion and diversification becoming one of the largest and fastest growing economic sectors in the world.
In spite of occasional shocks, international tourist arrivals have shown virtually uninterrupted growth:
1990- 435m
2000- 675m
2010- 940m
2020- 1.5B (forecast)
2030- 1.8B (forecast)
WHY TOURISM MATTERS - GLOBALLY 2
In 2012
- International
TOURISM
Tourism is travel for recreational, leisure or business purposes.
Example:
Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business or other purposes
TRAVEL
Travel refers to the activity of travellers. A traveller is someone who moves between different geographic locations for any purpose and any duration.
Travel within a country by residents is called DOMESTIC TRAVEL. Travel to a country by non-residents is called INBOUND TRAVEL, whereas travel outside a country by residents is called OUTBOUND TRAVEL.
A TOURIST
*International tourist
A visitor who travels to a country other than that in which he/she has his/her usual residence for at least ONE NIGHT but not more than one year and whose main purpose of visit is other than the exercise of an activity remunerated within that country visited.
*Domestic tourist
Any person regardless of nationality, resident in a country and who travels to place in the same country for not more than one year and whose main purpose of visit is other than following an occupation remunerated from within the place visited.
Holidaymaker
A holidaymaker is a tourist whose main reason for travelling is holiday/leisure/recreation.
Rather than for example someone travelling for business or to visit friends and family (VFR)
A VISITOR
A visitor is a traveller taking a trip to a destination
>outside his/her usual environment
>for less than a year
>for any main purpose (leisure,business or other personal purpose) other than to be employed by a resident entity in the country or place visited.
A visitor may be someone who doesn’t stay overnight, ie. may be a day tripper
Trips taken by visitors qualify as tourism trips.
Our main overseas markets
Mainland Europe accounts for 36.5% of our overseas tourists, however, Britain is still our largest individual market with 36.2% of overseas tourists to Ireland. Some 20.4% come from North America and the balance 6.8% comes from other long haul markets.
WHY WERE OUR TOURISTS HERE?
Half (50%) of all tourists in 2018 came for a holiday, that’s +557,000 (+11%) more holidaymakers than 2017. One third (33%) came to visit friends and/or relatives (VFR) while almost one-seventh (14%) came for business reasons.
OVERSEAS REVENUE
Ireland generated €5.9 billion in 2018
Where did it come from?
US (28%), Britain (24%), Germany (8%) & France (5%) represent almost two thirds (65%) of all overseas revenue generated on the island in 2018.
Average spend and length of stay
The average spend per overseas tourist was €524 in 2018. The average length of stay for tourists was 7.4 nights and holidaymakers was 6.4 nights.
Popular places.
Dublin
South West
Northern Ireland
Economic benefits
Employment Regional development Exports & foreign revenue Tax generation - (vat & excise duties on accommodation, car hire, petrol, food & drink) Increases payback on infrastructure Encourages social inclusion
Revenue - PER DIEMS
spend per person per day.
Overseas tourists €72
Overseas holidaymakers €94
Domestic overnight trips €71
Breakdown of spend in Ireland (%)
Bed & board - 30% Other food & drink - 36% Sightseeing/entertainment - 6% Internal transport - 14% Shopping - 13% Miscellaneous - 1%
When do they arrive?
Jan-March = 18% April = 8% May = 10% June = 10% July = 11% August = 11% September = 9% Oct-Dec = 23%
How did they arrive?
Air: Britain - 33% Mainland Europe - 41% Transatlantic - 12% Asia/Middle East - 2%
Sea:
From Britain - 7%
From Mainlands Europe - 1%
Via Northern Ireland - 3%
Where do they stay?
Hotels (22%) Guesthouses/B&B's (9%) Self-catering (21%) Caravan & camping (2%) Hostels (4%) Friends/relatives (26%) Other (16%)
What activities they engage in?
Hiking/cross country walking (2,679,000) Cycling (504,000) Golf (221,000) Angling (146,000) Equestrian (126,000)
Main reasons to visit….
Holiday (5,256,000)
Visit friends/relatives (2,705,000)
Business (1,248,000)
Other (400,000)
Sources of info for choosing/planning a holiday in Ireland
Guidebooks > choosing (23%) planning (26%) <
Travel agent > choosing (10%) planning (13%) <
Friends/family > choosing (51%) planning (35%)<
Internet > choosing (50%) planning (69%)
How did they arrange their holiday?
Britain >package (5%) independent (95%)<
ML Europe >package (10%) independent (90%)<
North America >package (23%) independent (77%)<
Rest of world >package (12%) independent (88%)<
TOTAL >package (14%) independent (86%)
Characteristics of holidaymakers in Ireland
EXPERIENCE OF IRELAND
1st visit - 67%
Repeat - 31%
Irish born - 1%
USE OF CAR
Car brought - 10%
Car hired - 33%
Car not used - 57%
AGE Under 25 y/o - 22% 25-34 - 23% 35-44 - 12% 45+ - 44%
SOCIAL CLASS Mgr/prof (AB) - 28% White collar (C1) - 60% Skilled worker (C2) - 9% Unskilled worker (DE) - 3%
PARTY COMPETITION Alone - 21% Couple - 40% Family - 18% Other adult group - 22%
Top fee-charging attractions.
Guinness Storehouse, Dublin (1,736,156 visits)
Cliffs of Moher Visitor Experience, Clare (1,580,000 visits)
Dublin Zoo, Dublin (1,230,145 visits)
Book of Kells, Dublin (1,057,642 visits)
Tayto Park, Meath (700,000 visits)
Top free attractions
Kilkenny Parklands, Kilkenny (799,032 visits)
National Gallery Ireland, Dublin (775,491 visits)
Glendalough site, Wicklow (732,824 visits)
National Botanic Gardens, Dublin (655,609 visits)
Castletown House of Parklands, Kildare (642,278 visits)
WHY DO HOLIDAYMAKERS CHOOSE IRELAND
Beautiful scenery (93%) Plenty to see and do (91%) Friendly people (88%) Natural attractions (88%)
ACESS TRANSPORT
Air
Airports: Primary airports (Dublin, cork, Shannon, (Belfast int'l) Regional airports (Donegal, Ireland west, Kerry, Waterford, (city of Derry, Belfast city)
Airline carriers:
Irish - Aer Lingus, Aer Lingus Regional, Ryanair
European - BA, Iberia, Lufthansa, Air France/KLM, SAS
U.S. - American Airlines, Delta, United
Middle East - Emirates, Etihad, Qatar
Asia - Cathay Pacific, Hainan Airlines
ACCESS TRANSPORT
Sea
Ferry ports: Dublin Rosslare Cork (Belfast, Larne)
Sea carriers: Irish Ferries Stena Line P&O Isle of Man Steam Packer Co
INTERNAL TRANSPORT
Internal transport options:
Car hire - (Hertz, Avis, Enterprise, Budget, Thriffy, Sixt)
Road Network - (Motorway, National, Regional)
Taxis - (National Transport Authority NTA)
Bus - Public & private - Bus Eireann, Aircoach, GoBus, Citylink
Rail - Public - Irish Rail
Air - internal airports and carriers
FORMS OF ACCOMMODATION
Hotels (min 10 bedrooms, min 15 in Dublin) Sharing Economy (Air BnB) Guesthouses (min 7 bedrooms) B&B's (min 2 bedrooms) Self catering/apartments (StayCity) Hostels (Generator) University accommodation (TCD, DCU, UCD) Caravan, camping, glamping
5 star hotels in Ireland
Dublin - the Merrion, The Marker, The Shelbourne, The Fitzwilliam, The Conrad, The Westbury, The InterContinental
Kildare - the K Club
Laois - Ballyfin
Limerick - Adare Manor
INTERNATIONAL BRANDS OPERATING IN IRELAND
ACCOMMODATION
IHG : InterContinental, Crowne Plaza, Holiday Inn Express
Rezidor : Raddison Blu
Hilton : Conrad, Hilton, Double Tree
Marriott : Renaissance, Moxy Dublin City, Aloft Dublin City
Whitbread : Premier Inn
RIU Hotels & Resorts : The Gresham
Hyatt : Centric Brand in Dublin Liberties
Major hotel operations in Ireland
Tetrarch Tifco Dalata Inua Hospitality Prem Group
Top Dublin Restaurants
Patrick Guildbaud’s
Chapter One
L’ecrivan
Drink
Wine bars - Ely
Traditional pubs - Doheny & Nesbitts, McDaids, Keoghs, Davy Byrnes, Palace Bar, Brazen Head, Johnny Foxes
Groups - Louis Fitzgerald, Mercantile, Porterhouse
National parks
Glenveagh Ballycroy Connemara Burren Killarney Wicklow mountains
Department of Transport, Tourism and Sport
The Department of Transport, Tourism and Sport is a department of the Government of Ireland that is responsible for transport policy and overseeing transport services and infrastructure.
The Irish Tourism Industry Confederation (ITIC)
Represents the leading tourism interests throughout Ireland.
Works with Government Agencies, Tourist Brands, North and South, Tourism Ireland Limited, the EU, and other organisations whose activities impact on tourism.
The focus is on research, case-making, and influencing policies, which shape the future of Ireland’s Tourism industry.
Irish Tour Operators Association
The representative association of Ireland’s premier inbound tour operators. Members design creative and itineraries for escorted tour groups, individual holidaymakers, and business tourists including incentive, corporate meetings and conferences.
Fáilte Ireland
Is the National Tourism Development Authority.
Role is to support the tourism industry and work to sustain Ireland as a high quality and competitive tourism destination.
Promotes Ireland as a holiday destination through their domestic marketing campaign DiscoverIreland.ie
Works with other state agencies and representative bodies, at local and national levels, to implement and champion positive and practical strategies that will benefit Irish tourism and economy.
Tourism Ireland
Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. Delivers world class marketing programmes in 23 markets across the world and reach a global audience over 600 million each year. Targeted marketing activity includes advertising online, on TV, outdoor sites, cinemas, newspapers and magazines.
Restaurant Association Ireland
The RAI was formed in 1970 with the initial goal of forming a strong lobby that would represent the industry at Government level on issues of importance to the Irish restaurant industry.
Represents in excess 2,500 members with establishments representing full service restaurants, coffee shops, hotel restaurants, gastropubs, golf clubs and cookery schools.
RAI efforts in 1986 to get VAT reduced from 25% to 10% and again in 2013 to maintain VAT at 9%.
Irish Hotel Federation
Is the national organisation of the hotel and guesthouse industry in Ireland.
Primary functions are to promote and defend the interests of its members.
The IHF represents almost 1,000 hotels and guesthouses nationwide and is a key stakeholder in the Irish tourism sector.
Commission for Aviation Regulation
The commission for aviation regulation regulates certain aspects of the aviation and travel trade sectors in Ireland.
The principal function of the Commission for Aviation Regulation is to set the maximum level of airport charges at Dublin Airport.
Also responded for licensing the travel trade in Ireland and grants licences to both tour operators and travel agents.
Also licenses airlines and approves groundhandling services providers under regulations implementing EU legislation.
Airbnb
What is it?
Airbnb is an online marketplace connecting travellers with local hosts. On one side, the platform enables people to list their available space and earn extra income in the form of rent. On the other Airbnb enables travellers to book unique home stays from local hosts saving them money and giving them a chance to interact with locals.
Airbnb
Value Propositions
Enables owners to list their space on the platform and earn rental money.
Airbnb provides insurance to listed properties.
Gives cheap options to travellers to stay with local hosts.
Facilitates to the process of booking living space for travellers.
Rating and review systems for hosts and guests.
User-friendly app and web based structure.
Airbnb
3 customer segments defining Airbnb’s Business Model
HOSTS
>hosts are people who own property and want to make some money by renting out their available space.
>they can create a listing for their property on Airbnb, add property details and set their own rent, check-in, check-out time etc…
>can accept or reject a booking after reading the reviews of the traveller or after going through socials.
TRAVELLERS
>travellers are the people who book the listed available spaces from local hosts.
>travellers have the option to search for a property by filtering them according to rent, amenities provided, location etc..
>travellers can book a space by paying through the portal.
FREELANCE PHOTOGRAPHERS
>Airbnb has a vast network of freelance photographers in all major cities of the world who go to a location and click high-definition photographs of the property.
>the high quality photographs get more responses and the freelance photographers are paid by Airbnb directly.
Airbnb
Revenue Model
COMMISSION FROM PROPERTY OWNERS (HOSTS)
>charges 10% flat commission from hosts upon every booking done through the platform.
TRANSACTIONS FEE FROM TRAVELLER (GUESTS)
>charges 3% of the booking amount as transaction charges upon every confirmed booking.
Airbnb
Future
The multi billion dollar company that has a presence in 190+ countries is now concentrating to further increase the daily transactions on its platform.
Types of tourism
Leisure
- Mass tourism V tailor-made travel
- Health >popular since Roman times (Bath UK, Budapest Hungary)
- Sun, Sea and Sand >overtook spa towns & sea side resorts
- Adventure tourism
- Cruise tourism
- Culture & Heritage tourism
- Food/Culinary tourism
- Ecotourism
- Sports tourism
- Dark tourism
- Disaster tourism
Types of Tourism
Business
- Meetings
- Conferences
- Exhibitions
- Product launches
- incentives
- Corporate hospitality
Travel Products/Experience
Adventure Beach City breaks Cruise Couples Cultural Family Hotel Romance Safari Spa Touring
Specialist Holidays
Baby & toddler Cookery & food Education Honeymoon Photography Wildlife Wellbeing Wine
Travel motivations
Push and pull factors
Factors that push people towards a holiday
>why did they travel?
Factors that pull them towards to a particular destination
>why did you go there?
Types of travel motivation
Business Culture Desire for adventure Escape Education Love and romance Physical reasons (R&R) rest and relaxation; passive activities Social reasons
Factors influencing tourist motivation
Personal and family
>age
>family life cycle
>gender
Social and situational influences
>nationality and national identity
>tourism and work
>social class and income
Future trends
Demo graphic change
~ people not taking holidays that they are typical of their demographic
Adventure/experience
>more people want to explore and experience
Independent travel
>GAP years, travel
Development of the tourist as a consumer
Increased affluence Better educated More experience More culturally diverse Greater exposure to media
Barriers to travel
Availability of access transport Distance Affordability/cost Time Concerns over safety, security, environment, water quality, pollution Visa requirements/restrictions Family circumstances Lack of awareness & interest
Main findings highlighted in FAILTE IRELAND KEY TOURISM 2018
- For the first time we welcomed more holidaymakers from North America than Britain.
- Every €1m of tourist expenditure helps support 27 tourism jobs.
- Tourism delivers €1.7bn in exchequer revenue which equates to €1,000 per household.
- Dublin welcomed more than 6 million overseas tourists for the first time. They spent €2.1bn worth €1,500 per head of Dublin’s population.
ADVANTAGES of holiday in Ireland
✅People ✅Beautiful scenery ✅Safe & secure ✅Plenty of things to see/do ✅Natural, unspoilt environment ✅Drinks/pubs
WHY TOURISM MATTERS - IRELAND
⚫️One of our most important economic sectors
> significant potential to play a key role in economic development
> Has the capacity of supported and developed to deliver even more for Ireland as part of an export-led economic growth.
⚫️Indigenous sector
⚫️Employment creation
> encourages social inclusion & access to the labour market - across all ages, skill levels & backgrounds and in urban and rural, central and peripheral locations
WHY TOURISM MATTERS - IRELAND (2)
⚫️Revenue
> significant revenues from ‘out of state’ and domestic visitors.
>significant contribution to government revenues.
⚫️Helps regional development & rural economy.
⚫️Infrastructure payback -transport, parks, attractions.
⚫️Contributes to the ‘green’ economy.
⚫️Helps re-shape North/South relationships through joint marketing.
>tourism Ireland is arguably the most successful of the North/South bodies set up under the Good Friday agreement.
M. I. C. E.
Meetings
Incentives
Conferences
Exhibitions / Events
Other :
Production launches
Corporate hospitality
