Consumer Sentiment Analysis

Tourism NI has completed the latest wave (Wave 18) of our research to track consumer sentiment in the Northern Ireland (NI) and Republic of Ireland (ROI) markets, measuring travel behaviour and travel intentions for the rest of 2025 and early 2026.  

Fieldwork was undertaken in September and October 2025 with a robust, nationally representative sample from both markets. Results presented below are based on a sample of 750 adults in ROI and 400 adults in NI.  

The NI report can be accessed here and the ROI report can be found here.

Key findings include:

January to September 2025 Performance 

• Overall, results show that the number of NI and ROI residents who took either a long or short break in NI during the first nine months of the year is largely stable compared with the same period in 2024. 

• Overall, the proportion of NI and ROI consumers taking breaks in either ROI or going abroad declined during January to September 2025, compared to the same period in 2024. 

• NI domestic day trips declined considerably over the same period, compared with 2024. 

• Satisfaction with recent trips in NI remains strong for both NI and ROI consumers, with the vast majority reporting that expectations were either met or exceeded. 

• The range of things to do and see, the choice of places to eat & drink, and the perceived welcome and hospitality were particularly highly rated by consumers in both markets. Opportunities to enjoy the outdoor also scored highly as a key aspect of the visitor experience. 

Travel Intentions  

• Looking ahead to the last quarter of the year and early 2026, a decline in NI trip intentions is evident among ROI consumers, with domestic holiday break intentions also marginally down. 

• Whilst competition from abroad remains strong, there has been a marginal decline in the number of NI and ROI consumers considering taking a break abroad in the next six months. Among ROI consumers, intentions to take a domestic break have also decreased over the next six months.  

• Key motivations for taking a break in NI continue to centre around relaxation and escapism. For consumers in both markets, opportunities for enjoying good food and drink and the appeal of staying in quality accommodation remain strong drivers. There are also signs of growing interest in more luxurious and pampering experiences.  

Value for Money 

• Consumers in both markets continue to view NI as offering better value for money than ROI and GB, with shopping particularly likely to be perceived as offering good value for money by NI and ROI residents. 

• The continued negative perception of value for money associated with domestic breaks within ROI presents a potential opportunity for NI, particularly given the current economic climate. 

Cost of living impact 

• The rising cost of living continues to affect the majority of consumers in both markets. The number expecting to be negatively impacted in the coming months remains stable in both ROI and NI, compared with earlier in the year.  

• Around two fifths of consumers in both markets said that, compared to the same time last year, they have less disposable income to spend on holidays and other leisure activities.  

• For both NI and ROI consumers, the increased cost of living, concerns over personal finances and the cost of accommodation are key potential barriers for taking a trip to NI over the next six months, with the weather featuring as the top barrier for NI consumers.   

Outlook 

• While overall satisfaction with NI trips remains high and perceptions of value for money have improved, softer demand for short breaks suggests a cautious outlook for the remainder of 2025 and early 2026. 
• The rising cost of living and financial concerns continue to act as barriers to travel, especially for ROI consumers. However, NI’s relative affordability and strong appeal for quality experiences may help sustain interest in taking a break in NI.  

Download:

 

Consumer Sentiment 2025

 

Consumer Sentiment 2024

 

 

Consumer Sentiment 2023

Consumer Sentiment 2022

Consumer Sentiment 2021

 

Consumer Sentiment 2020