Consumer Sentiment Analysis

Tourism NI’s Consumer Sentiment Analysis gives in depth analysis on consumer confidence, propensity to travel and consumer concerns.

Tourism NI’s consumer sentiment research provides an in-depth analysis on ROI and NI consumer confidence, propensity to travel and consumer concerns to help inform your business decisions.

Fieldwork for the latest wave was undertaken in September and October 2022.

Key findings include:

  • A significant reduction in anxiety relating to Covid-19 for consumers, with the majority in both markets believing that the worst has passed.
  • Levels of comfort with indoor activities and events are at their highest ever since we began this research in September 2020.
  • Results point to continued high levels of ROI and domestic visitor volumes in 2022, with over half of ROI visitors enjoying their first NI holiday/short break.
  • NI and ROI consumers’ travel intentions point to a generally steady performance for short breaks over the remainder of the year and the early months of 2023.
  • Increased market competition is also evident however, with significant increases in the proportion of NI and ROI consumers considering taking a break abroad in the next six months. Competition from ROI also remains strong.
  • Value for money (VFM) perceptions for NI as a tourist destination are down among both NI and ROI residents. By comparison, however, VFM ratings remain significantly above perceptions for ROI.
  • There has been a notable increase in concerns about cost-of-living increases, with half of NI and ROI residents now expecting to be significantly negatively affected.
  • While findings indicate that NI and ROI consumers are likely to reduce spend on holidays (both at home and abroad), at this point in time only a minority (less than one fifth) anticipate giving up their holidays completely due to cost-of-living increases.
  • Booking behaviours point to continued short lead in times for island of Ireland trips.