US Joins Key Markets, Including UK, Canada, Germany, France, Spain, Italy, and Netherlands, in High Interest for Irish Holidays, New Tourism Research Reveals - Travel And Tour World
Home » EUROPE » US Joins Key Markets, Including UK, Canada, Germany, France, Spain, Italy, and Netherlands, in High Interest for Irish Holidays, New Tourism Research Reveals Image generated with AiNew tourism research reveals that the US, alongside key markets like the UK, Canada, Germany, France, Spain, Italy, and the Netherlands, shows strong interest in visiting Ireland. The findings highlight Ireland’s appeal due to its stunning landscapes, rich culinary offerings, and value-for-money perception.Tourism Ireland has unveiled the results of its most recent research, offering valuable insights into the preferences and perceptions of potential travelers. The study was commissioned to gauge current attitudes toward international travel and understand what could motivate tourists to choose Ireland as their next holiday destination. The findings, shared on February 17th, were presented at a virtual event that attracted hundreds of tourism and travel operators from both Ireland and abroad.The study, conducted in collaboration with RED C, involved surveying over 8,000 potential holidaymakers across eight key international markets. These markets include Great Britain, the United States, Germany, France, Spain, Italy, Canada, and the Netherlands, all of which are crucial sources of visitors for Ireland’s tourism sector. The research aimed to provide a comprehensive understanding of the factors influencing travel choices, shedding light on what makes Ireland an appealing destination for travelers.High Interest in Ireland as a Travel DestinationThe research revealed that the interest in visiting Ireland remains exceptionally high among potential travelers, with over 70% of respondents expressing interest in visiting the island at some point. This interest is not just casual, as the intention to visit in the next two years and active planning for trips remains stable. This indicates a strong foundation of future travel demand, suggesting that Ireland continues to hold a significant place in the minds of travelers.Exploration and Disconnect: Key Motivators for TravelersWhen it comes to what drives travelers to choose a destination, exploration emerged as the most significant factor. A remarkable 79% of respondents cited the desire to explore new places as a primary motivator. This aligns with Ireland’s reputation as a country rich in natural beauty, history, and culture, making it a perfect destination for those looking to discover something new.Additionally, 67% of participants noted the importance of being able to disconnect from their daily routines when choosing a destination. Ireland’s tranquil landscapes, charming towns, and serene countryside offer the perfect backdrop for travelers seeking to escape the hustle and bustle of modern life. The opportunity to relax and unwind in such a peaceful environment is clearly a strong selling point for Ireland as a holiday destination.AdvertisementAdvertisementValue for Money: A Competitive EdgeAnother important finding from the research was the consideration of value for money when planning holidays. Half of the potential visitors expressed confidence that they would find good value on the island of Ireland, putting it in a competitive position compared to other Northern European destinations like England, Norway, and Switzerland. While Ireland’s value for money perception ranks just behind some Southern European destinations, it shows promise in appealing to tourists seeking affordability without compromising on quality.Interestingly, visitors who have previously traveled to Ireland are more likely to rate their experiences as offering good value for money. This suggests that the island’s ability to deliver exceptional experiences is helping to build a positive reputation, encouraging repeat visits and boosting overall perceptions of Ireland as a destination that delivers on its promises.Advertisement AdvertisementIreland’s Scenic Beauty: A Major DrawWhen asked about the key reasons for considering Ireland as a holiday destination, beautiful landscapes were the standout response. The island’s renowned scenic beauty is a major attraction, particularly for visitors from mainland Europe, including Germany, France, and the Netherlands. The dramatic coastal cliffs, rolling green hills, and charming countryside appeal to nature lovers and adventure seekers alike.Accommodation Preferences: A Blend of OptionsAccommodation preferences among potential visitors varied depending on the type of trip. Hotels were the most considered accommodation option overall, but other types of lodging also play a significant role. For countryside retreats and longer stays, B&Bs, guesthouses, and rental properties are highly favored. This highlights the diverse needs of travelers, from those seeking luxury and convenience in urban areas to those preferring a more intimate and authentic experience in rural settings.The Growing Influence of Technology and Social MediaIn today’s digital age, how travelers find inspiration for their trips has evolved. While word of mouth remains a powerful influence on travel decisions, a growing number of travelers are turning to online sources. A significant 37% of respondents reported that they use online searches to discover new destinations, while 23% rely on social media platforms, such as Instagram and Facebook, to help inform their choices. TV and film also remain influential, with 23% of potential visitors drawing inspiration from media.Furthermore, the research highlighted the growing role of artificial intelligence (AI) in the travel planning process. About a third of potential overseas visitors have already experimented with AI tools for trip research, with 11% using it regularly. This trend is expected to continue, as AI becomes an increasingly valuable tool for travelers looking for personalized recommendations and streamlined planning experiences.Culinary Appeal: A Strong Selling PointFood plays an essential role in the decision-making process for travelers, with 70% of respondents citing it as a factor when choosing a holiday destination. The island of Ireland is well-positioned to meet these expectations, with over 70% of potential visitors expressing confidence that the food will be of high quality. This sentiment is especially strong among travelers from the United States (90%) and Great Britain (83%), indicating that expectations for Irish cuisine are high.However, there is room for improvement in some markets. Visitors from Mediterranean countries, including Spain and Italy, had slightly lower expectations, closer to 60%. This presents an opportunity for Ireland to strengthen its culinary image, particularly around its diverse offerings. While the island is renowned for its farm-to-fork dining, pub food, and home-cooked traditional fare, there is potential to showcase more variety, especially its seafood and contemporary dining experiences.Ireland’s Food Identity: An Opportunity for GrowthVisitors currently associate Ireland with hearty, traditional meals, such as Irish stew and pub fare. However, there is a growing opportunity to expand the perception of Irish food to include a wider range of culinary experiences. Ireland’s seafood, in particular, is an area where the destination could benefit from a stronger marketing push, highlighting its fresh, sustainable offerings from the surrounding waters. Additionally, emphasizing the diversity of the country’s culinary landscape could help attract a broader range of food enthusiasts.ConclusionThe latest research commissioned by Tourism Ireland underscores the island’s strong appeal as a destination, with high interest levels and positive perceptions across key international markets. As travelers increasingly seek destinations offering exploration, relaxation, and high-quality experiences, Ireland is well-positioned to capitalize on these trends. With its stunning landscapes, rich culinary offerings, and growing use of technology, Ireland continues to stand out as a top contender in the global tourism market. By focusing on enhancing its value for money proposition and expanding its food and accommodation offerings, Ireland can further cement its position as a must-visit destination for international travelers.
