In this section

Markets

In Ireland, our four main overseas markets deliver 70% of visitors and revenue between them, so when allocating resources it makes sense to focus on countries where the best return is possible.

This section concentrates on the markets that have shown the most potential - Great Britain, US, France and Germany. Exploring these demographics is key to tailoring experiences and increasing international sales.


Market snapshots

Take in each market at a glance - from how many times a year the French holiday to who likes activity-filled breaks the most...

GB market snapshots

USA market snapshot
German market snapshot

French market snapshot

Compare the markets

  • When do they visit Ireland?
  • Visit all year round
    62% visit outside of July and August
    73% visit outside of July and August
    62% visit outside of July and August

  • Where do they go in Ireland?
  • Majority spend their time in one destination, and enjoy short breaks and less touring
    53% Dublin
    28% Southwest
    19% West
    11% Midwest
    Most will visit more than one region
    80% Dublin
    48% Southwest
    35% West
    32% Midwest
    41% like to tour around
    24% visit Dublin only
    65% Dublin
    50% Southwest
    33% West
    Most will visit more than one region
    6% Dublin
    50% West
    43% Southwest

  • How long do they stay in Ireland?
  • Average 5 nights
    Average annual leave 28 days
    Average 6.8 nights
    Average annual leave 12 day
    Average 8.3 nights
    Average annual leave 29 days
    Average 8.9 nights, 13% short breaks (1-3 nights)
    Average annual leave 7.5 weeks, min. 5 weeks
     

  • What accommodation do they use when in Ireland?
  • 33% hotels
    13% rented
    9% guesthouses/B&Bs
    26% friends and relatives
    50% hotels
    25% B&Bs and guesthouses
    7% rented
    8% hostels
    34% hotels
    25% Guesthouses/B&Bs
    10% rented
    23% guesthouses and B&Bs
    20% hotels
    13% rented

  • Where are they from?
  • 21% South East
    15% London
    22% South and North West
    10% West Midlands
    16% Scotland & Wales
    New York
    California
    Massachusetts
    Florida
    Illinois
    Bavaria
    Baden-Wurtemburg
    Nord Rhein
    Westphalia Rheinland-Palatinate
    Hessen
    33% from Paris
    20% from Western France
    14% South East
    12% South West
    11% Mediterranean and 6% East

  • What age are they?
  • A greater portion over 35s
    48% are over 45
    Mostly couples and adult groups, less child-focused
    Slightly older than European visitors
    25% are over 55
    44% are over 45, and almost 50% visit as part of a couple
    22% are under 24, 24% are 25-34 and 16% are 35-44
    38% are over 45
    39% couple, 12% family and 23% travel with other adults
    Younger than other markets
    Just 27% of visitors are over 45
    36% couple, 25% family and 19% travel with other adults

  • How do they get here?
  • 8 out of 10 air
    2 out of 10 hire a car
    2 out of 10 bring their car
    99% air
    46% hire a car
    75% air
    25% by sea
    32% hire a car
    23% bring their car
    80% air
    20% sea
    18% bring their car
    37% hire a car

  • Have they visited Ireland before?
  • 59% previously visited
    75% are on first visit
    65% are on first visit and 25% are repeat visitors
    65% are on first visit

  • Will they return to Ireland?
  • 76% will return
    50% will return
    54% will return
    50% will return

  • Is the language important to them?
  • N/A
    N/A
    Very important if attending consumer shows in Germany.
    Many like to do their holiday research and planning in their own language, 
    so knowledge of the language is a definite advantage.
    Being able to speak French is important both for consumer and trade engagement.