- To carry out initial research using existing international and national sources.
- To present preliminary findings aimed at highlighting areas where more conclusive research would benefit the Irish tourism industry.
Approach Taken (Terms of Reference)
The Consultants covered the following areas:
- Trends in key markets 1989-94;
- Product preferences and trends;
- Competitor analysis – characteristics of competition;
- Opportunities related to broader developments;
- Identification of market changes based on the views of ITIC’s members;
- Highlight gaps in the 1989 Research Report;
- Seasonality, access modes, etc.
This approach is designed to help Industry choose:
- Where to focus any international research;
- Who to focus this research on;
- What areas/topics the research should cover.
The methodological approach underpinning this research involved:
- Visits to competitor destinations – Scotland, Sweden, Hungary and Brittany were chosen – and discussions with key informants therein;
- Discussions with a selection of overseas tourism operators;
- Analysis of available data on overseas markets;
- Analysis of the Irish Survey of Travellers database on inbound tourism to Ireland;
- Discussions with key informants in the Irish tourism industry;
- Desk-based analysis of Ireland’s recent tourism performance and issues arising.
The Report is set out under a number of headings:
- Trends in International Tourism;
- Irish Tourism in the 1990s;
- Analysis of Main Origin Markets;
- Analysis of Secondary Markets (Western Europe);
- Distant and Emerging Markets;
- Competitor Destinations/ Case Studies;
- Summary of Issues/ Markets, Phase II Priorities.
The Report in its Executive Summary covered:
- Performance of Irish Tourism;
- Developments in International Markets;
- Competitor Analysis.
This Report represents Phase I of a two Phase Study. On completion of Phase I it was decided that the next Phase of the Analyses would be dealt with by Bord Failte.