1. ASIA BUSINESS WEEK DUBLIN
Asia Ireland Trade and Investment Summit
5 June 2014
Asia - Opportunities for Irish Tourism
Niall Gibbons
Chief Executive, Tourism Ireland
3. Asian Outbound Travel Market – last 5 years
460M
Global tourist arrivals from Asia in 2013
+120M
44M
Visitors to Europe from Asia in 2013
+20M
33M
Visitors to Western Europe
from Asia in 2013
+13M Source:
Oxford Economics,
May 2014
4. Who did we speak to?
Adults aged 18+:
‣ Residents of :
‣ Tier 1 cities: Shanghai, Beijing, Guangzhou (10% of Chinese population)
‣ Tier 2 cities : Chengdu (9% of Chinese population)
‣ Income
‣ At least 8,000RMBS per month
(7% of Chinese population)
‣ Have visited Europe at least once and/or
intend to travel on holiday to Europe
in next 10 years
Shanghai
Beijing
Guangzhou
Chengdu
Fieldwork : March/April 2014
5. More than half of target holidaymakers earn more than 15,000 ¥
per month
Analysis of sampleBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
6. Multi - country holidays most popular
Best description of Itinerary
Visiting as many countries as possible by demos
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
7. Spouse/partner is most likely travelling group
Preferred travelling party
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
8. Almost 4 online influencers used per holidaymaker
Influencing online information sources
Average number of ONLINE influencers per holidaymaker = 3.95
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
9. Almost 5 other information sources per holidaymaker claimed.
WOM and guidebooks most influential
Influencing other information sources
Average number of OTHER influencers per holidaymaker = 4.87
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
10. Multiple Sources Used And Travel Agents Most Influential
Influencing online information sources by segment and intending to visit Ireland
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
11. Visa process and money accessibility are key to country
choice
Relative importance of products and services when choosing location
for European holiday
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
12. Sights, culture and quality time with fellow travellers are key
Preferred activities on European Holiday
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
13. Ireland is in tier two of countries researched on familiarity
Familiarity with European holiday destinations
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
14. Ireland outside Top 6 markets in terms of communications
awareness
Communication awareness by destination
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
15. Safety, beautiful scenery and things to see and do
dominate destination choice
Relative importance of factors in choosing a holiday to Europe
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
16. Brand Architecture - Ireland (Spontaneous mentions)
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
17. Celtic Heritage, Trinity College and Riverdance are best
known icons
Brand Image Profiles - II
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
* Q: Which, if
any, of the
following have
you heard of?
18. Key learnings
‣ Importance of air connectivity
‣ Importance of visa regime
‣ Marketing
‣ Travel trade
‣ On line
‣ Media
‣ Joint marketing
‣ Product
‣ Language
‣ Food
‣ China Union Pay
‣ Team Ireland – Embassy, Agencies, Industry working together
Across the globe there were over 460m tourist arrivals from Asia in 2013. This is over 120m more than five years previously.
Europe welcomed 44m visitors from Asia last year, a 61% increase on the figure for 2009 (20m).
Arrivals from Asia to Western Europe reached over 33m in 2013, 13m more than in 2009, or a +64% increase.
