Tourism NI has released its latest Consumer Sentiment Survey to coincide with one of the premier events in the travel and tourism calendar, World Travel Market, which is taking place at the Excel Centre in London with the theme of ‘The Future of Travel Starts Now’.
The latest survey has highlighted positive trends and increasing optimism around travel on the island. Key findings include:
- A significant reduction in anxiety relating to Covid-19 for consumers, with the majority in both markets believing that the worst has passed.
- Levels of comfort with indoor activities and events are at their highest ever since we began this research in September 2020.
- Results point to continued high levels of ROI and domestic visitor volumes in 2022, with over half of ROI visitors enjoying their first NI holiday/short break.
- NI and ROI consumers’ travel intentions point to a generally steady performance for short breaks over the remainder of the year and the early months of 2023.
- Increased market competition is also evident however, with significant increases in the proportion of NI and ROI consumers considering taking a break abroad in the next six months. Competition from ROI also remains strong.
- Value for money (VFM) perceptions for NI as a tourist destination are down among both NI and ROI residents. By comparison, however, VFM ratings remain significantly above perceptions for ROI.
- There has been a notable increase in concerns about cost-of-living increases, with half of NI and ROI residents now expecting to be significantly negatively affected.
- While findings indicate that NI and ROI consumers are likely to reduce spend on holidays (both at home and abroad), at this point in time only a minority (less than one fifth) anticipate giving up their holidays completely due to cost-of-living increases.
- Booking behaviours point to continued short lead in times for island of Ireland trips.
John McGrillen, Chief Executive of Tourism Northern Ireland, commented:
“It is encouraging that Northern Ireland continues to rank highly in terms of value for money and it will be important that we continue to offer good value to our visitors given the concerns everywhere about cost-of-living increases.
“While the latest findings indicate that people in Northern Ireland and the Republic of Ireland are likely to reduce spending on holidays because of cost-of-living pressures, both at home and abroad, it is positive that more than four fifths of those surveyed do not expect to give up their holidays.
“The findings on booking behaviours, and the developing economic situation, make it likely that operators will have to continue to anticipate short lead times from consumers who choose to make island of Ireland trips in the coming months.”
