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    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.