Consumer Sentiment Analysis

Tourism NI has completed the latest wave (Wave 20) of our research to track consumer sentiment in the Northern Ireland (NI) and Republic of Ireland (ROI) markets, measuring travel behaviour in early 2026 and travel intentions for the coming months.   

Fieldwork was undertaken in March and April 2026 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.

Executive summary 

The latest research suggests an overall positive performance from our key NI and ROI markets so far this year. While cost of living pressures and value for money continue to shape travel behaviours, this momentum carries into summer 2026. Domestic travel intent strengthens further, and ROI interest holds steady, alongside stable intentions across both markets for summer holidays abroad. 

Cost pressures and geopolitical tensions are, however, causing consumers to reconsider long-haul travel. NI could benefit from consumers seeking less risky, closer-to-home breaks, although this shift also intensifies competition and sustains pricing pressure to attract value-conscious travellers. 

2026 Performance 

• Early 2026 saw a rise in breaks taken by NI and ROI consumers: The number of consumers in both markets taking holidays in NI in early 2026 increased versus the same period in 2025, with trips abroad also increasing. 

• Visitor satisfaction remains exceptionally strong: The vast majority of NI visitors reported that their trip met or exceeded expectations. Outdoor experiences, the range of things to see and do, food and drink options, and the overall sense of welcome and hospitality continue to be key strengths.  

Travel Intentions 

• NI domestic travel intent is strengthening as overseas plans decline: Among NI residents’ intentions to take both short and long domestic breaks have increased slightly for the coming months, and this domestic intent strengthens further looking ahead to summer 2026. Conversely, their intention to take longer breaks abroad has declined compared to last year, and intent to take a short break in ROI has also reduced. NI consumers’ intention to take a break abroad in the summer is stable.  

• ROI intent to visit NI remains steady alongside a dip in foreign travel: ROI residents show stable intent to visit NI for day trips and short breaks in the next couple of months, alongside a slight increase in longer break intentions. This steady interest in visiting NI continues into summer 2026. Like the NI market, ROI intention to travel abroad over the coming months has declined, while their intent to take domestic breaks within ROI remains stable. ROI consumers’ intention to take a break abroad in the summer is stable.  

• Long-haul cancellations present a clear domestic opportunity: Around one in five NI and ROI consumers have cancelled or scaled back their long-haul travel plans for the coming six months. Financial pressures remain the primary driver for reducing long-haul travel, but one in three NI and ROI consumers cite the Middle East conflict as a key reason for changing their plans. Consumers reconsidering long-haul flights are increasingly pivoting towards closer destinations. ROI respondents still favour ROI and mainland Europe, but half say they are more likely to visit NI. NI respondents show a stronger local preference, with over 6 in 10 more likely to holiday within NI. 

• The top motivation for taking a break in NI continues to be relaxation for both domestic and ROI consumers: For the NI market, staying in nice accommodation and exploring unfamiliar destinations are the other primary motivators. In contrast, ROI consumers are particularly driven by the desire to escape and get away, followed by having fun. 

Cost of living impact 

• Cost-of-living concerns have intensified across both markets: Compared to previous research waves, a larger proportion of residents in NI and ROI expect to be significantly negatively affected, with almost 70% now believing the worst is still to come.  

• Sustained financial pressures are a major barrier to taking a break in NI: For domestic consumers, the rising cost of living and the weather are the primary barriers to taking a NI break, whereas ROI consumers cite the cost of living and rising fuel prices as their biggest obstacles. 

Value for Money 

• NI outperforms key competitors on value, despite a dip in overall perceptions: Perceptions of NI as a value-for-money destination have declined in both markets compared to the last wave of research, however, those who visited NI in 2026 show markedly stronger value perceptions. NI continues to outperform ROI and GB on overall value across both markets, with shopping and meals out remaining the top value drivers.  

 

Download:

Consumer Sentiment 2026

 

Consumer Sentiment 2025

 

Consumer Sentiment 2024

 

 

Consumer Sentiment 2023

Consumer Sentiment 2022

Consumer Sentiment 2021

 

Consumer Sentiment 2020