Every extra

1,000tourists supports

14 JOBSin the industry

businesses took on more full time staff

1in4

3 4attractions welcomedmore visitors

80%of hotels, guesthouses and B&Bs reported increased profitability

7 in 10 restaurants in tourism hotspots reported more customers

MORE tourists means MORE jobs

€1m =€1m of tourist expenditure

Supports 29 tourism jobs

That would be 10% of all total employment in

Ireland – comparable to the agri-food and drink

sector at 8.6%

people are estimated to be employed in the tourism sector

10%

Tourism

Agri-Food and Drink Sector

220,000

Fáilte Ireland Overseas Holidaymakers Attitudes Survey 2016Fáilte Ireland Barometer 2016Fáilte Ireland EstimatesCSO Overseas Travel 2016 and National Household Survey Q3 2016European Commission

Sources

Tourism Industry worth €7 bn

Tourism Drives Economic Growth

OUTOF

8.8 million

OVERSEAS DOMESTIC

overseas tourists

That’s almost 2 overseas tourists for every member of our population

Overseas revenue worth €5bn

to€1.8bn

Where our visitors are coming from...

2%

2%

10%

DomesticSpending

8%

Fáilte Ireland Overseas Holidaymakers Attitudes Survey 2016Fáilte Ireland Barometer 2016Fáilte Ireland EstimatesCSO Overseas Travel 2016 and National Household Survey Q3 2016European Commission

Sources

9.3 Million Trips

UP

UP

UP

UP

1.51m 3.66m3.11m

0.53m

Growth in Main Markets

+17% +9%+8%

+3%

NorthAmerica

GreatBritain Mainland

Europe Other LongHaul Areas

Our overseas holidaymakers are happy

57%

Almost three out of five holidaymakers said they would definitely return to Ireland with a further 39% expressing the hope to do so sometime again.

Friendly hospitable people

MATCHED EXPECTATIONS

EXCEEDED EXPECTATIONS

Beautiful scenery & plenty of things to see and do

Safe and secure destination

Good range of natural attractions / Interesting history and culture

Ireland Meets Holidaymakers’ Expectations

63 36

Brochures & Promotional Literature

Travel Agent / Tour Operator

Guide Books

Internet53%

Fáilte Ireland Overseas Holidaymakers Attitudes Survey 2016Fáilte Ireland Barometer 2016Fáilte Ireland EstimatesCSO Overseas Travel 2016 and National Household Survey Q3 2016European Commission

Sources

Top reasons why overseas holidaymakers choose Ireland

1 2 3 4

62%

Would they recommend Ireland?

Likelihood of return

How Ireland is chosen

62% of those who holidayed here said they would strongly recommend an Irish trip (i.e. registered 9-10 out of 10 in terms of the scale of their recommendation).

1

2

34

5 67

8

9

10

RECOMMEND-O-METERFriends/Relatives/

Business associates51%

20%

9%

9%

Our investment continues in 2017...

Fáilte Ireland Overseas Holidaymakers Attitudes Survey 2016Fáilte Ireland Barometer 2016Fáilte Ireland EstimatesCSO Overseas Travel 2016 and National Household Survey Q3 2016European Commission

Sources

Win €157m worth of business tourism and

events for Ireland

Develop 550 business event leads with a value

of more than €330m

Generate greater activity in regional conference centres

Grow business tourism delegates to 105,000

Grow visitor numbers to 3.2 million

Help businesses sell internationally

Help businesses bring Ireland’s story to life

Develop ‘must-see’ standout experiences

Grow visitor numbers to 3.8 million

Grow visitor numbers to 5.4 million

Expand visitor activity in Spring & Autumn

Compelling festival programme

Make Dublin easier for visitors to navigate

Develop new drives off the Wild Atlantic Way

Promote visitor activities and events

Festivals and Events

Marketing Home Holidays

Training, Education & Skills

Industry supports for 3,000 businesses to battle Brexit and position themselves overseas

Investment in Capital Funding

Food

International trade events

Tourist Information

International Publicity

Research and Innovations

International Events

Overseas distribution

channels

Expand visitor activity in Spring & Autumn

!NEWS

€43 Million

MEDIA