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TOURISM ADVENTURE AND ACTIVITY FORUM Get out there!

TOURISM ADVENTURE AND ACTIVITY FORUM Get out there!. Marketing Update – where the best prospects are Galway 5 th November 2009. Activity Tourism. Worth €1.2 billion in 2008. Activity Tourism. €650 million from Overseas Markets €540 million from the Domestic Market

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TOURISM ADVENTURE AND ACTIVITY FORUM Get out there!

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  1. TOURISM ADVENTURE AND ACTIVITY FORUMGet out there! Marketing Update – where the best prospects are Galway 5th November 2009

  2. Activity Tourism Worth €1.2 billion in 2008

  3. Activity Tourism • €650 million from Overseas Markets • €540 million from the Domestic Market • € ? million from the Northern Ireland Market

  4. Economic Contribution of Activity Tourism High yield segment Average spend of overseas visitors engaging in activities 38% higher than the average overseas visitor

  5. Activity Tourism

  6. Activity Tourism

  7. Activity TourismOverseas Holidaymakers

  8. Activity TourismOverseas Holidaymakers

  9. Activity TourismOverseas Holidaymakers

  10. Activity TourismOverseas Holidaymakers

  11. Activity TourismOverseas Holidaymakers

  12. Activity TourismOverseas Holidaymakers

  13. Activity TourismOverseas Holidaymakers

  14. Fishing Water-based 11% Activity TourismOverseas Holidaymakers“Product Bundling” • Hiking/Walking 18%

  15. Hiking/Walking 24% Fishing 16% Activity TourismOverseas Holidaymakers“Product Bundling” • Water-based

  16. Hiking/Walking 17% Activity TourismOverseas Holidaymakers“Product Bundling” • Equestrian Pursuits

  17. Hiking/Walking 31% Activity TourismOverseas Holidaymakers“Product Bundling” • Cycling

  18. Activity HolidaysOverseas Satisfaction with Quality (%)

  19. Activity HolidaysOverseas Satisfaction with Price (%)

  20. Profile of Domestic Holidaymakers Engaging in Activities • Primarily April to September (60%) • Two-thirds on short breaks (1 – 3 nights) • Those on longer holidays (4+ nights) more likely to participate (61% - rising to two-thirds of those staying 6 or more nights) • Better regional spread – 73% on the western seaboard • Above average number of family holidays (35%) • 35 – 54 years the most significant cohort

  21. Hiking/Walking 56% Water-based 58% Activity TourismDomestic Holidaymakers“Product Bundling” • Fishing

  22. Water-based 42% Cycling 23% • Hiking/Walking • 43% Activity TourismDomestic Holidaymakers“Product Bundling” • Horse Riding

  23. Hiking/Walking 61% Water-based 43% Activity TourismDomestic Holidaymakers“Product Bundling” • Cycling

  24. Water-based • 39% Cycling 14% Fishing 13% Activity TourismDomestic Holidaymakers“Product Bundling” • Hiking/Walking

  25. Hiking/Walking 39% Fishing 13% Activity TourismDomestic Holidaymakers“Product Bundling” • Water-based

  26. Activity HolidaysDomestic Satisfaction with Quality (%)

  27. Activity HolidaysDomestic Satisfaction with Price (%)

  28. Value of The Adventure Holiday Sector by Market 2003-2008 *Retail Value RSP of adventure/trekking holidays via tour operators and travel agents - Year-on-Year Exchange Rates Source: Euromonitor 2009.

  29. Potential6 Key Markets:Britain, France, Germany, Italy, Netherlands, USA

  30. PotentialEuropean “Sports” Holidays Source: IPK European Travel Monitor

  31. Trends Likely to Impact on Activity Holidays

  32. Recession & Recovery% Change in GDP by Country Source: IMF, World Economic Outlook., April 2009.

  33. Healthy & Active Lifestyles Increased emphasis on Keeping Healthy Maintaining a youthful appearance Increased participation in physical exercise. Growth driven by the more affluent and educated ABC1 socio-economic group.

  34. EU Population Projections 2008-2019 Population in Millions Source: Eurostat 2009.

  35. Demand for Family Activity Holidays • Water based activities, cycling and walking. • Centre based, multi-activity holidays. • Good quality accommodation (i.e. hotels or self-catering). • Babysitting. • Short breaks in convenient locations.

  36. In The UK Global make-up of adventure travellers Source: Adventure Travel Trade Association, 2006. Source: Mintel 2008 Increasing Female Participation.

  37. Source: Tripadvisor 2008. (Sample 1,000). Responsible Tourism Incidence of considering environment in holiday plans.

  38. Other Trends • Proliferation of new and more extreme activities, • BASE jumping (parachute off buildings/cliffs), • coasteering (jump off cliffs into the sea), • speedriding (skiing meets hang-gliding), • canyoning (using a variety of activities while travelling through a canyon). • Demand for more exotic locations. • Volunteering while on holiday.

  39. www.failteireland.ie Thank you for your attention

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