Northern Ireland Tourist Board

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Overview

Northern Ireland short break takers can continue to be a profitable market for the tourism industry. Typically, a third of short breaks booked by Northern Ireland residents are ‘staycations’. In 2013, Northern Ireland residents took 2 million domestic overnight trips, approximately half of which were for holiday/leisure purposes and a further quarter for visiting friends and relatives. The day trip market is also an important consideration with 7.5 million day trips taken by Northern Ireland residents in 2013.

Motivations

Convenience and value for money are the most important considerations in choosing to holiday at home with two thirds of customers spending more time looking for special offers than they used to. Having made the decision to stay in Northern Ireland customers are likely to seek out natural beauty and find somewhere they can spend time as a couple or a family. Nearly 50% of trips within Northern Ireland are to spend time with family and 25% of people want to relax and get away from it all.

Where else do NI customers want to go?

  • Short breaks in Republic of Ireland
  • Short breaks in GB (England and Scotland in particular)
  • European city breaks


Why might they go elsewhere?

  • Weather
  • Lack of differentiation
  • Perceived as expensive