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Niall gibbons aitis - asia business week dublin

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Niall gibbons aitis - asia business week dublin

  1. 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. 2. Asia - Opportunities for Irish Tourism Thursday, June 5, 2014 Niall Gibbons Chief Executive
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. Brand Architecture - Ireland (Spontaneous mentions) Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
  17. 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. 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. 19. Most of all - Team Ireland
  20. 20. Thank You

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