Market Profile

Visitor Market Australia is our 11th largest source market and accounts for 2% of all visitors to the island.

+2%Visitor growth in 2016

16.7MOutbound

There were 16.7M outbound trips from Australia in 2016

Latest Performance

To access the latest performance on visitors, holidaymakers and

revenue from Australia.

Visits to Ireland and Northern Ireland

will total more than the island figure

due to visitors spending time in both

locations.

51K

177K

Ireland Northern Ireland

+0.5% +9%

The island of Ireland welcomed

193Kvisitors from

Australia in 2016

READ MORE

€237M/£191M�Revenue

Revenue and BednightsSpend by visitors from Australia and New Zealand increased by +4% to €237M/£191M in 2016. This represents 4% of all overseas visitor revenue to the island.

14Average nights on the island

Length of stay

3.1MBednights

Data in this section refers to Australia

and New Zealand combined.

1 to 5nights

15+ nights

31%

6 to 8 nights

17%

25%

9 to 14 nights27%

€1,045/£844Spend per visitor

19%are on package holiday

19% of Australian holidaymakers visited the island on a package

holiday, with 90% of these travelling as part of an

escorted tour.

69%of Australians think

Ireland is good or very good value for money

Interest in Visiting62% of Australian holidaymakers are interested in taking a holiday to the island of Ireland.

Driving Holiday Growth

Tourism Ireland has created a tailor-made marketing programme targeting Australian holidaymakersto stimulate interest and holiday

booking from this market.

GET INVOLVED

Australian ExplorerWe welcomed 106K Australian holidaymakers in 2016. Australian holidaymakers like to travel around and explore the regions of Ireland. 41% of them hire a car and discover the island by self-driving.

70%Holiday April-September

24%Visit Northern Ireland

Jan-Mar

16%

Apr-Jun

35%

Oct-Dec

15%

Jul-Sep

35%

80%8%

45%

35%15%

1%

27%28%

24%

41%Hire car

Active HolidaymakersAustralian holidaymakers are active visitors, exploring historical sites and engaging in multiple events and activities while on the island.

98%Visited

historical sites

79%Engage in

excursions/events

28%Take part in hiking/cross

country walking

Traced Roots

or Genealogy

Visited National

Parks & Forests

Visited

Gardens

79%Participated in

events/pastimes

15%12%

98%Visit sites of historical

interest

Heritage/Visitor

Centres

Monum

ents

Historic H

ouses

or Castles

Churches or

Cathedrals

77%70%77%71%

Hiking /

Cross-country

Walking

Golf

Cycling

28%6%7%

Organised

Sporting Events

1%64%56%

Attended a Festival or

Cultural Event

or Concert

Reasons for visiting

Holiday

55%

Visiting friends and relatives

44%

Business and other

2%

Partnering for SuccessGet in contact with our team in Australia who can partner with you to help deliver more visitors and revenue from Australia to your business and the island of Ireland.

www.tourismireland.com

All the information contained

within this publication is based

on information provided by NISRA’s

Northern Ireland Passenger Survey,

The CSO’s Country of Residence

Survey and the Passenger Card

Inquiry and Fáilte Ireland’s Survey

of Overseas Travellers and Tourism

Ireland overseas research

programme.

Market Insights

Learn about opportunities in other markets and keep up-to-date on

latest visitor numbers andmarket intelligence.

Contact us

Get in contact with our Australia team who can partner with you to help deliver more visitors and revenue

from Australia to your business and the island of Ireland.

Marketing Opportunities

Select the marketing opportunity that’s right for you to help attractadditional visitors and grow your

business from Australiaand other markets.

READ MORE READ MORE READ MORE

Holidaymaker Profile62% of Australian holidaymakers to the island are over 35 years of age. 85% of all Australian visitors are first time visitors.

25%0-24

13%25-34

21%35-54

41%55+

86%ABC1 holidaymakers

Socio-economic group

AB: 35%DE: 1%

C2: 11%

C1: 51%

F: 2%

Age Profile

46%Holiday as a couple

Holidaymakers from Australia are more likely to holiday as a couple (46%), with 27% travelling alone, 15% travelling with another adult, and the other 12% travelling with their children or other adult family.

Where in Australia do they come from?

37% New South Wales24% Victoria

18% Queensland10% Western Australia

6% South Australia 4% Australian Capital Territory

1% Tasmania