Tim Kyne, one of Kippure Estate’s Directors, attended the Fáilte Ireland Roadshow at the Killashee House Hotel in January. He learned some valuable information about Ireland tourism trends:
It is estimated that about half a million people living in Ireland will be holidaying at home in 2012. This means that Irish travel operators, hotels and leisure companies can benefit from those who choose to stay at home as they potentially will take breaks across the country. That being said, Kyne learned that visitors that come from other countries are generating the most revenue for the Irish tourism industry. (In 2010, 5.9 million out-of-country tourists visited Ireland). It is predicted that visitors coming to Ireland fromFrance, Germany and the United States will increase by 7%, from Asia and Australia by 12% and from Britain by 5%.
With ever increasing technological advancements, more and more prospective travellers research and look for deals via the Internet; in fact, 60% of visitors now use the Internet versus the phone to book trips. The speed of the virtual world also allows for last minute bookings and two thirds of visitors arrange their travel plans within two weeks of departure.
Thus as a business affiliated with the travel and tourism industry, your presence on the web is key. About half of the international visitors that come to Ireland are from Britain; on average British citizens are more web-savvy than those living in other European countries.
Overseas visitors are intrigued by Ireland for its history, culture, unique heritage and welcoming people. To increase tourism demand, it is important to showcase these elements, not only for international visitors but also for locals so they can take pride in their homeland.
Seventy percent of tourists spend at least one night in Dublin. In 2010, 600,000 tourists visited “Dublin Doorstep” region (which consists of Counties Wicklow, Kildare, Meath and Louth) compared to 3.5 million to Dublin itself. Ireland’s scenic and easy access tour routes should be emphasized so that those from abroad and within the country are encouraged to take road trips and explore the countryside.
Fáilte Ireland recommends that all companies and organizations that are part of Ireland’s travel industry provide a unique experience to attract more and more visitors. This can be done through exploring other niches, learning from well-established businesses and differentiating from what is already offered. Fáilte Ireland also focuses on the importance of learning about your target market so you can sell effectively and to increase marketing efforts which should include online avenues.