Consumer Sentiment Analysis

Tourism NI has completed the latest wave (Wave 17) 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 spring and summer 2025.

Fieldwork was undertaken in March 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:

Early 2025 Performance

• Findings indicate that the number of short and long breaks taken in NI during Jan to March 2025 remained largely unchanged in both markets compared to when this research was conducted in 2024, despite increased numbers of ROI and NI consumers going abroad during the first quarter of the year. Day trips taken in NI also remained relatively stable over the same period.

• Satisfaction with recent trips in NI remains strong for both NI and ROI consumers, with a notable increase in the proportion of consumers in both markets reporting that expectations were exceeded.
• The range of places to eat & drink, opportunities to enjoy the outdoors and the welcome & hospitality were particularly highly rated by consumers in both markets.

Travel Intentions 

• Looking ahead to spring and summer 2025, intentions to take a trip in NI remain broadly stable among ROI consumers, while NI domestic intentions see some softening — particularly for summer.
• There is notable growth in the number of consumers in both markets considering a longer overseas break in spring compared to March 2024 findings.
• Relaxation continues to be the top motivator for a domestic break for NI consumers, while fun remains the leading driver for ROI consumers taking an NI trip.

Value for Money

• Overall perceptions of NI’s value for money remain relatively stable compared to the previous wave.
• ROI and NI consumers continue to view NI as offering better value for money than ROI and GB, with shopping and public transport considered good value for money by both markets.

Cost of living impact

• Cost of living remains the top barrier to taking an NI break. Increases are evident for NI consumers who expect to be ‘significantly impacted’ by cost of living increases in the coming months, with this figure remaining stable for ROI consumers.
• There is also increased pessimism in both markets around the cost of living outlook, with more ROI and NI consumers expecting things to get worse in the coming months.
• For some, this shift in sentiment is reflected in holiday planning, with an increased amount of NI consumers indicating they may take no holidays at all in the near future due to financial pressures.

Outlook

• A more negative economic outlook, potentially influenced by broader global issues, may impact both domestic and international travel plans in the months ahead, bringing opportunities and threats for NI tourism.
• Personal finances remain a key factor influencing travel decisions and it is important we continue to highlight NI’s value for money, as well as our exceptional visitor experiences.

Download:

Consumer Sentiment 2025

Consumer Sentiment 2024

Consumer Sentiment 2023

Consumer Sentiment 2022

Consumer Sentiment 2021

Consumer Sentiment 2020