- 66pc of potential overseas visitors prioritise spending on holidays as “worth it”.
- 63pc consider overseas holidays as “essential for me”.
- 30pc believe the world is too uncertain to book overseas travel.
- 9 out of 10 visitors plan historic sites, food, walking, and nature experiences.
- AI use as a primary research method doubled to 16pc.
Tourism Ireland has revealed findings from its latest consumer research programme, showing that 66pc of potential overseas visitors prioritise spending on holidays as “worth it”, while 63pc consider overseas holidays as “essential for me”. However, 30pc believe the world is too uncertain right now to book overseas travel, up 5pc year-on-year. Potential visitors are researching costs carefully (59pc) and seeking reassurance through flexible bookings (53pc), monitoring government travel advice (52pc), and reconsidering travel to certain regions based on global tensions (52pc).
Interest in visiting Ireland remains robust, with increases in visitors planning to travel to the island over the next 12 months. Potential visitors are motivated to choose Ireland based on scenery, culture, and history, with historical sites, food and drink, walking and hiking, and experiences in nature having the broadest appeal. 9 out of 10 potential visitors plan to undertake these activities on a trip to Ireland. Sporting experiences are high-value attractors but are more targeted in their appeal.
AI is the fastest growing way of researching travel, with almost double the number of potential visitors using AI as a primary way to research and plan trips now versus one year ago (16pc, +7pc y/y). Alice Mansergh, Chief Executive of Tourism Ireland, stated it is positive to see that travel intent remains strong, but amidst global uncertainty, there is cost consciousness. She noted the digital paradox where visitors are motivated by authentic experiences but the planning process is increasingly digital.
Alice Mansergh, CEO of Tourism Ireland, shared, “It is positive to see that travel intent remains strong, with 66pc of potential overseas visitors prioritising spend on holidays as ‘worth it’.”
