niall gibbons aitis - asia business week dublin
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ASIA BUSINESS WEEK DUBLINAsia Ireland Trade and Investment Summit
5 June 2014
Asia - Opportunities for Irish TourismNiall Gibbons
Chief Executive, Tourism Ireland
Asia - Opportunities for Irish Tourism
Thursday, June 5, 2014
Niall GibbonsChief Executive
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
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
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)
Multi - country holidays most popularBest 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)
Spouse/partner is most likely travelling group
Preferred travelling partyBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
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)
Almost 5 other information sources per holidaymaker claimed. WOM and guidebooks most influentialInfluencing 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)
Multiple Sources Used And Travel Agents Most InfluentialInfluencing 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)
Visa process and money accessibility are key to country choiceRelative importance of products and services when choosing location for European holidayBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
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)
Ireland is in tier two of countries researched on familiarity Familiarity with European holiday destinationsBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
Ireland outside Top 6 markets in terms of communications awarenessCommunication awareness by destinationBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
Safety, beautiful scenery and things to see and do dominate destination choice Relative importance of factors in choosing a holiday to EuropeBase: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
Brand Architecture - Ireland (Spontaneous mentions)
Base: All earning 8,000+ ¥ and intending or previous visitors to Europe (n=1,001)
Celtic Heritage, Trinity College and Riverdance are best known iconsBrand 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?
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
Most of all - Team Ireland
Thank You