ROI Market Review

The Republic of Ireland (ROI) market represents a significant tourism opportunity for Northern Ireland.

Visitors crossing Carrick-a-Rede rope bridge

Having conducted a complete review of the ROI market we have developed a new segmentation strategy.

Comprehensive segmentation in our last strategy proved to be a successful enabler for industry; allowing complete packages and connected experiences to be developed for the ROI market.

A new segmentation solution has been established which identifies six potential segments, three of which have been defined as priority segments.

These three segments represent the best opportunity to drive tourism growth from ROI.

The priority segments are:

Active Maximisers and Open-Minded Explorers in the short, medium and long term, and Indulgent Relaxers in the short term.

The strategy to deliver growth embodies three inter-related and dependent strategic pillars. These are key areas of focus, guiding decision making and setting the agenda for actions to drive and sustain growth from the ROI market.