ASIA BUSINESS WEEK DUBLINAsia Ireland Trade and Investment Summit

5 June 2014

Asia - Opportunities for Irish TourismNiall Gibbons

Chief Executive, Tourism Ireland

Asia - Opportunities for Irish Tourism

Thursday, June 5, 2014

Niall GibbonsChief Executive

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

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

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)

Multi - country holidays most popularBest 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)

Spouse/partner is most likely travelling group

Preferred travelling partyBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

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)

Almost 5 other information sources per holidaymaker claimed. WOM and guidebooks most influentialInfluencing 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)

Multiple Sources Used And Travel Agents Most InfluentialInfluencing 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)

Visa process and money accessibility are key to country choiceRelative importance of products and services when choosing location for European holidayBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

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)

Ireland is in tier two of countries researched on familiarity Familiarity with European holiday destinationsBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

Ireland outside Top 6 markets in terms of communications awarenessCommunication awareness by destinationBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

Safety, beautiful scenery and things to see and do dominate destination choice Relative importance of factors in choosing a holiday to EuropeBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

Brand Architecture - Ireland (Spontaneous mentions)

Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)

Celtic Heritage, Trinity College and Riverdance are best known iconsBrand 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?

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

Most of all - Team Ireland

Thank You