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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 l.jpg

TOURISM ADVENTURE AND ACTIVITY FORUMGet out there!

Marketing Update – where the best prospects are

Galway

5th November 2009


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Activity Tourism

Worth €1.2 billion in 2008


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Activity Tourism

  • €650 million from Overseas Markets

  • €540 million from the Domestic Market

  • € ? million from the Northern Ireland Market


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Economic Contribution of Activity Tourism

High yield segment

Average spend of overseas visitors engaging in activities 38% higher than the average overseas visitor




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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Activity TourismOverseas Holidaymakers


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Fishing

Water-based 11%

Activity TourismOverseas Holidaymakers“Product Bundling”

  • Hiking/Walking 18%


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Fishing 16%

Activity TourismOverseas Holidaymakers“Product Bundling”

  • Water-based


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Activity TourismOverseas Holidaymakers“Product Bundling”

  • Equestrian Pursuits


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Activity TourismOverseas Holidaymakers“Product Bundling”

  • Cycling


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Activity HolidaysOverseas Satisfaction with Quality (%)


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Activity HolidaysOverseas Satisfaction with Price (%)


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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


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Water-based 58%

Activity TourismDomestic Holidaymakers“Product Bundling”

  • Fishing


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Water-based

42%

Cycling

23%

  • Hiking/Walking

  • 43%

Activity TourismDomestic Holidaymakers“Product Bundling”

  • Horse Riding


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Water-based 43%

Activity TourismDomestic Holidaymakers“Product Bundling”

  • Cycling


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Cycling

14%

Fishing

13%

Activity TourismDomestic Holidaymakers“Product Bundling”

  • Hiking/Walking


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Fishing 13%

Activity TourismDomestic Holidaymakers“Product Bundling”

  • Water-based


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Activity HolidaysDomestic Satisfaction with Quality (%)


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Activity HolidaysDomestic Satisfaction with Price (%)


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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.


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


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PotentialEuropean “Sports” Holidays

Source: IPK European Travel Monitor



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Recession & Recovery% Change in GDP by Country

Source: IMF, World Economic Outlook., April 2009.


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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.


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EU Population Projections 2008-2019

Population

in Millions

Source: Eurostat 2009.


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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.


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In The UK

Global make-up of adventure travellers

Source: Adventure Travel Trade Association, 2006.

Source: Mintel 2008

Increasing Female Participation.


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Source: Tripadvisor 2008. (Sample 1,000).

Responsible Tourism

Incidence of considering environment in holiday plans.


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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.


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www.failteireland.ie

Thank you for your attention


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