Britons Cool on Ireland as a Holiday Destination
- new research from Tourism Ireland reveals a significant disparity in how potential holidaymakers perceive the value of a trip to Ireland, especially among those in Britain.
- The research, encompassing over 8,000 consumers across eight key tourism markets, focused on individuals who had traveled internationally in the past three years or planned to do so...
- Despite the value perception issue, inbound tourism is currently down 11% year-to-date, even though July saw a smaller decrease of 1.4% compared to the previous year.
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Ireland Faces Perception Problem: Is It Too Expensive for British Tourists?
The Value Perception Gap
new research from Tourism Ireland reveals a significant disparity in how potential holidaymakers perceive the value of a trip to Ireland, especially among those in Britain. Barely half (53%) of British respondents consider Ireland to be good value for money, a considerably lower figure than tourists from the United states (70%), Germany (62%), and France (62%). This perception gap poses a challenge to Ireland’s tourism industry, especially given the UK’s position as its largest tourism market.
Market Breakdown & Tourism Numbers
The research, encompassing over 8,000 consumers across eight key tourism markets, focused on individuals who had traveled internationally in the past three years or planned to do so in the next 12 (excluding sun holidays). the UK and the United States dominate as Ireland’s primary tourism sources, accounting for 32.5% and 25.4% of visitors respectively, according to recent central Statistics Office (CSO) data from July.Germany follows at a distant 6.5%.
Despite the value perception issue, inbound tourism is currently down 11% year-to-date, even though July saw a smaller decrease of 1.4% compared to the previous year. Overseas visitor spending has increased by 9% this year, suggesting that those who *do* visit are spending more, possibly offsetting some of the impact of fewer arrivals.
| Top Tourism Markets for Ireland (July CSO Data) | Percentage of visitors |
|---|---|
| United Kingdom | 32.5% |
| United States | 25.4% |
| Germany | 6.5% |
Why the Disconnect? & What’s being Done
The discrepancy in value perception likely stems from a combination of factors, including the relative strength of the British pound against the Euro, the cost of accommodation and activities in Ireland compared to other destinations, and potentially, marketing messaging. The research indicates that perceptions of value improve significantly *after* a visit, suggesting that Ireland delivers a positive experience once tourists arrive.
Tourism Ireland’s Chief Executive, Alice Mansergh, emphasizes the opportunity to “elevate perceptions of what’s on offer to motivate travel.” This will likely involve targeted marketing campaigns highlighting the unique experiences Ireland provides, focusing on value-added packages, and potentially addressing the cost of key tourism components.