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

2. Asia - Opportunities
for Irish Tourism
Thursday, June 5, 2014
Niall Gibbons
Chief Executive

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

19. Most of all - Team Ireland

20. Thank You