Over half of Irish consumers plan a short break in Ireland
[26 June 2020] Recently published insights from Tourism NI, in conjunction with Fáilte Ireland, delved into our summer holiday plans. Travel intentions show an optimistic outlook exists, with domestic short breaks in particular, with over half of NI and ROI consumers planning a short break in the next 6 months. The appetite for short foreign trips continues to decline. 33% NI audiences feel at ease or completely at ease going on holiday in Ireland, while 54% are very nervous about taking foreign holidays.
The pandemic is having a significant financial impact on households, with two-thirds of families across the island of Ireland already, or expecting to, experience a loss in income. Value for money and safety remain clear priorities, with reassurance required and visible hygiene measures to ensure guests feel comfortable in hotels and visitor attractions. Continued uncertainty, and staggered relaxation of lockdown restrictions has also had an effect, with bookings not yet following consumer intent. It’s likely that August and September will be popular months to take trips.
61% want to relax and unwind
After a stressful few months with a range of concerns, its unsurprising that audiences most want to take a trip to relax and unwind (61%) and to escape and get away from it all (50%). Those who intend to take a short break to NI or ROI, getting close to nature and experiencing historical or cultural locations are high on the list.
Out of Home has a huge role to play in the tourism and travel sector, from information campaigns about local attractions which would be popular with tourists to reassurance and safety messages. Clear communication is vital, as are visible supporting actions across the industry to ensure the comfort of guests.
