Tourism Ireland will share the findings of its fifth phase of COVID-19 research today (1 December), at a virtual event which will be attended by hundreds of tourism companies from around the island of Ireland and overseas.
Since the pandemic began, Tourism Ireland has been tracking the opinions and behaviours of overseas consumers regarding travel to the island of Ireland. This work has included an extensive programme of consumer research in our main markets – to really understand what overseas consumers are thinking and how their mindset is changing, as we move through the crisis.
Tourism Ireland’s aim is to gain a comprehensive understanding of the changed consumer and the new international marketplace, to identify when consumers will be ready to consider holidaying again and which markets will offer us the best prospects in 2021.
The latest round of research was carried out in November in our top four overseas tourism markets: Great Britain, the United States, Germany and France, with a particular focus on the US. The research was undertaken by RedC Research.
Some of the main findings of the latest phase of Tourism Ireland’s COVID-19 research include:
This programme of research will fundamentally shape Tourism Ireland’s future activity as the organisation plans for 2021 and how we will begin to recover growth in overseas tourism.
Niall Gibbons, CEO of Tourism Ireland, said: “COVID-19 has had a devastating impact on overseas tourism to the island of Ireland. Recovery will depend on many factors – not least the mindset of the overseas consumer and how this is evolving. We have been tracking consumer opinion and behaviours in relation to travel here, since the pandemic began.