Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Food tourism market worth €2.2 billion
- Food tourism faces strong competition from home and abroad
- Local independent restaurants are the top choice
- Standards rise with income
- Demographic patterns suit food tourism
- Economic conditions show mixed signals
- Internet is the key channel to market
- Internal Market Environment
- Key points
- Measuring diner satisfaction
- Figure 1: Satisfaction rating with selected food service establishments
in RoI, 2007
- B&Bs challenge hotels
- Quality restaurants are worth the extra spend
- Pub grub finds favour
- Entertaining at home shows potential for cookery schools
- Figure 2: Agreement with selected statements, 2003-08
- Festivals a big hit
- It' s not just the Irish with a fascination for drink
- We can' t help the weather, but what about the price?
- Figure 3: Most cited disadvantages of holidaying in RoI, 2003-07
- Cead Mú‰e Fáilte! (One Hundred Thousand Welcomes!)
- Figure 4: Very satisfied response on selected tourist issues in RoI,
2003-07
- Public spending on marketing Ireland proves effective
- Figure 5: Expenditure on marketing, by Irish tourism authorities, 2006-07
- Taxation reduces competitiveness
- Environmental concern
- Broader Market Environment
- Key points
- Economic environment
- Figure 6: Economic outlook for NI and RoI, 2008-10
- RoI
- NI
- Consumer confidence hits a low
- Figure 7: Consumer Sentiment/Confidence Index for 12 months ended
February 2009
- Mixed signals for Irish tourism in the recession
- Figure 8: Consumer responses to statement ' When feeling the pinch, which
of these are you most likely to do when trying to cut back your personal
spending?' , NI and RoI*, January 2008
- Exchange rates a boost for NI
- Figure 9: Euro/US Dollar and Euro/Sterling exchange rates, Jan 2007-Apr
2009
- Internet usage
- Figure 10: Internet and broadband penetration, RoI and NI, 2005-08
- An aging population
- Figure 11: Population projections, by age group, NI, 2006-26
- Figure 12: Population projections, by age group, RoI, 2006-26
- Two for tea
- Figure 13: Household size, NI and RoI, 2000-05
- Market Value and Forecast
- Key points
- Rapid growth for NI tourism
- Figure 14: Index of tourist market value, 2003-09
- Irish tourism revenues exceed €7 billion
- Figure 15: Tourism market value, Ireland, 2003-09
- RoI attracts long haul visitors
- Figure 16: Tourists by region of origin, RoI, 2007
- NI still heavily reliant on UK market
- Figure 17: Tourist by region of origin, NI, 2007
- NI food tourism exceeds all-island pace
- Figure 18: Index of market value of tourist spending on food, Ireland,
2003-09
- Food becoming a bigger priority for tourists
- Figure 19: Tourist spending on food, Ireland, 2003-09
- Poor signals for Irish tourism in the recession...
- ...but stability to come from the NI market
- Channels to Market
- Key points
- Internet vs travel agent
- Figure 22: Agreement with statement, ' When I need information, the first
place I look is the internet' , NI and RoI, 2003-08
- Food festivals
- Companies and Brands
- Key points
- Fáilte Ireland
- ITIC (Irish Tourist Industry Confederation)
- NITB (Northern Ireland Tourist Board)
- Tourism Ireland
- Figure 23: Tourism Ireland offices and market agent locations, 2009
- Good Food Ireland
- Food Promotion Northern Ireland
- Restaurant Patrick Guilbaud
- Ballymaloe House and Cookery School
- Michael Deane
- Consumer Dining Preferences while on Holiday in Ireland
- Key points
- Local independent restaurants are the tourist' s top choice
- Figure 24: Most likely place to eat a main meal while holidaying in
Ireland, NI and RoI, 2009
- Quality increases with age
- Figure 25: Most likely place to eat while holidaying in Ireland, by age,
RoI, 2009
- Figure 26: Most likely place to eat while holidaying in Ireland, by age,
NI, 2009
- High earners avoid the chip shop
- Figure 27: Most likely place to eat while holidaying in Ireland, by
socio-economic group, RoI, 2009
- Figure 28: Most likely place to eat while holidaying in Ireland, by
socio-economic group, NI, 2009
- Role of Food in the Tourist Experience
- Key points
- It' s quality, not quantity
- Figure 29: Agreement with selected statements about food eaten on
holidays in Ireland, RoI and NI, 2009
- Younger adults remain uninterested
- Figure 30: Agreement with selected statements about food eaten on
holidays in Ireland, by age, RoI, 2009
- Figure 31: Agreement with selected statements about food eaten on
holidays in Ireland, by age, NI, 2009
- The more affluent can afford to be more choosy
- Appendix
- Figure 34: Agreement with selected statements about food eaten on
holidays, by socio-economic group, RoI, 2009
- Figure 35: Agreement with selected statements about food eaten on
holidays, RoI and NI, 2009
- Figure 36: Statements that apply to food when on a short break in
Ireland, by all demographics, NI, 2009
- Figure 37: Statements that apply to food when on a short break in
Ireland, by all demographics, RoI, 2009
- Consumer typologies
- Figure 38: Agreement with statements relating to food eaten while on
holiday in Ireland, RoI, 2009
- Figure 39: Agreement with statements relating to types of food eaten
while on holiday in Ireland, RoI, 2009
- Figure 40: Factors that motivate consumers to take a holiday/short break
in Ireland, RoI, 2009
- Figure 41: NI typologies, by all demographics, RoI, 2009
- Figure 42: Agreement with statements relating to food eaten while on
holiday in Ireland, NI, 2009
- Figure 43: Agreement with statements relating to types of food eaten
while on holiday in Ireland, NI, 2009
- Figure 44: Factors that motivate consumers to take a holiday/short break
in Ireland, NI, 2009
- Figure 45: NI typologies, by all demographics, NI, 2009
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