Northern Ireland Tourist Board

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Overview

The Republic of Ireland (ROI) market represents a significant tourism opportunity for Northern Ireland. In 2016 Northern Ireland attracted more overnight visitors from ROI (456,000) than from mainland Europe (358,000) or North America (250,000). Furthermore, the economic outlook now and into the future for the ROI market is very positive and ROI residents have been holidaying more at home, with ROI domestic holiday trips increasing by one fifth between 2012-2016. However, in the recent past (2012-2015), due to a number of factors, holidaymaker trips to Northern Ireland from ROI declined by 29 percent.

Unlocking the Growth Potential 

An independent ROI Tourism Taskforce was set up back in 2015 to look at ways to stabilise performance and drive sustainable growth from this market. The Taskforce launched a report and action plan for unlocking the full potential of the ROI Short Break Market. Download the ROI Market Recovery Taskforce Review and Strategy here (pdf). 

Motivations
Motivations for taking a short break from Republic of Ireland are similar to those from Northern Ireland with people seeking an escape from daily pressures and somewhere to spend time with family or as a couple.

Value for money and good offers are key considerations for Republic of Ireland short break takers.

Where else do ROI customers want to go?

  • Staycations in Republic of Ireland
  • Short breaks in Great Britain
  • European city breaks


Why might they go elsewhere?

  • Ease of access to other (cheaper) destinations by air
  • Concerns about safety and security
  • Hassle of converting to sterling and currency fluctuations
  • Lack of awarness of what to see and do in NI
  • Poor value of money perception