Survey conducted at major air and sea ports Between May and October 2012 F ace to face interviews with 1,578 overseas ho

1. Survey conducted at major air and sea ports • Between May and October 2012 • Face to face interviews with 1,578 overseas holidaymakers

2. Information sources that influenced choice of Ireland Base: All Respondents • The internet and word of mouth are the most frequently used sources of information which influence overseas holidaymakers’ choice of Ireland • About three-quarters said that the internet was used when choosing Ireland for their holiday. • More than a quarter mentioned advice from friends/relatives or business associates. • Guide books were key for non-British holidaymakers – one in four said that they influenced their choice of Ireland.

3. Information sources in planning the holiday in Ireland Base: All Respondents • Four in every five overseas holidaymakers said that the internet was an important source of information when planning their holiday. • Those travelling from long haul markets, (North America/Rest of World) are more likely to use travel agents/tour operators, about one in five North Americans and one in three of holidaymakers from other long haul markets said this channel was an important source of information. German holidaymakers are more likely to use travel agents/ tour operators than other Europeans. • While just one in ten British holidaymakers said that guide books were important for them when planning their Irish holiday, they were important for three in ten French holidaymakers.

4. Importance of factors in considering Ireland for a holiday (I)Very important/important Base: All Respondents • Most overseas holidaymakers say that the opportunity to engage with friendly hospitable people and enjoy beautiful scenery were important factors when considering Ireland for a holiday. • Value and price were particularly important for British holidaymakers, nine out of ten said that good value for money and competitively priced air and sea fares were important factors when considering Ireland.

5. Importance of Factors in considering Ireland for a holiday (II)Very important/important Base: All Respondents • North Americans and Mainland Europeans were more interested in Ireland’s history and culture than British holidaymakers or those from other long haul markets. • Those from long haul markets said that Ireland’s suitability as a touring destination was an important/very important factor for them when considering Ireland for a holiday.

6. Rating of Ireland on destination issues (I)Very satisfied/satisfied Base: All Respondents • The majority, almost 100%, of overseas holidaymakers said that they were satisfied/very satisfied with the hospitality they experienced and the scenery and the natural environment they enjoyed while in Ireland. • British holidaymakers, in particular, found themselves very satisfied/satisfied with the easy, relaxed pace of life in Ireland.. • More than nine in every ten North American visitors expressed high levels of satisfaction with all aspects of the environment in Ireland.

7. Rating of Ireland on Destination Issues (II)– Very Satisfied Base: All Respondents • Ireland is seen as a safe and secure destination by more than 95% of overseas holidaymakers, who said they were satisfied/very satisfied with this aspect of their holiday. • Over 90% of overseas holidaymakers expressed satisfaction with their experiences of Ireland’s history and culture.

8. Advantages – Most Frequently Mentioned Base: All Respondents • In keeping with the level of satisfaction expressed previously, overseas holidaymakers tended to mention Irish people and Irish scenery as the main competitive advantages that Ireland has compared to other destinations. • Ireland’s culture and history was also mentioned by about half of overseas holidaymakers. • Two in five (39%) British holidaymakers said that Ireland’s pubs and pub culture are an advantage compared to other destinations.

9. Overall Opinion of Their Irish Holiday Base: All Respondents • Almost all (99%) of holidaymakers said that their holiday either matched or exceeded their expectations. • The North Americans were the most enthusiastic about their trips, more than half (53%) said that their Irish holiday exceeded their expectations.

10. The Reasons Why Expectations Exceeded • Ireland’s people and scenery are the main reasons given for why overseas holidaymakers’ expectations were exceeded. • For North Americans, four out of five of those who said their holiday was better than expected mentioned Irish people as the reason why. • For French holidaymakers whose holiday experience exceeded their expectations, about seven out of ten said it was because of the scenery they enjoyed.

11. Would Ireland be Recommended? Base: All Respondents Yes,definitely • The majority of overseas holidaymakers would definitely recommend Ireland for a holiday. • While just over half of British holidaymakers would do so, this rises to about two thirds among Mainland Europeans and within Europe, it increases to seven out of ten Germans. • North Americans are the most enthusiastic advocates of an Irish holiday, almost four in five North Americans interviewed said that they would definitely recommend Ireland for a holiday. Score of 9 or 10 (top 2)