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Global segmentation
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Global segmentation

Fáilte Ireland is the National Tourism Development Authority. Our role is to support the tourism industry and work to sustain Ireland as a high-quality and competitive tourism destination. We provide a range of practical business supports to help tourism businesses better manage and market their products and services.

We also work 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 the Irish economy. We promote Ireland as a holiday destination through our domestic marketing campaign,, and manage a network of nationwide tourist information centres that provide help and advice for visitors to Ireland. 

Welcome to the global segmentation toolkit. Here you will discover ways to help your business attract more visitors from a number of key overseas target markets. 

The aim for visitor numbers in 2014 is 8.4 million, and to inform tourism businesses around Ireland on how best to achieve this target, we have carried out a study using a tried and tested consumer global segmentation model.

What is global segmentation?

Segmentation is simply the grouping of people according to criteria and the model used in this study is based on values and motivations. It looks at why people take holidays and what they want to feel both during and after.

Who are the segments? 

This section provides a unique insight into three priority consumer segments - "Culturally Curious", "Social Energisers" and the "Great Escapers" - and showcases each demographic's motivations, the kinds of experiences they will buy, associated market differentiators and the key booking channels that they use.

Explore the toolkit and learn how you can use the research to increase international sales for your tourism business. 

Culturally Curious

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Independent thinkers with a craving for culture and history...

Learn about the Culturally Curious segment

Social Energisers

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Travellers with a passion for new experiences and excitement...

Learn about the Social Energiser segment

Great Escapers

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Adventurous and committed to spending quality time in a breathtaking place...

Learn about the Great Escapers segment

Target markets

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Great Britain, USA, France and Germany deliver 70% of visitors and revenue to Ireland.

Find out more about the four target markets

International sales

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Learn how to develop your sales plan and make the most of opportunities.

Find out more about sales and planning

Domestic segmentation

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Discover new, unique insights into key consumer segments within the domestic market.

Find out more about the domestic market