Cooler Irish climate a draw for one in three tourists

A third of overseas tourists are now choosing Ireland because of its weather, according to new research published by Tourism Ireland.

The survey, carried out by RED C among more than 8,000 potential visitors in eight key markets, found that 35 per cent of respondents identified Ireland’s climate as a factor in their holiday decision. The findings reflect a growing international trend towards so-called “coolcations”, with travellers increasingly reconsidering traditional sun destinations in favour of countries with milder summers.

The research was unveiled at a virtual event hosted by Tourism Ireland on 2 September, attended by hundreds of tourism and travel operators at home and abroad.

While landscapes, culture and heritage remain the leading reasons for considering a trip, the weather was found to be an emerging competitive advantage for Ireland when compared with Northern European destinations.

Other findings highlight the challenges facing the sector. Although 65 per cent of respondents said international holidays are still worth spending on, 41 per cent reported that the cost of living was limiting their travel plans, and one in four are holding off on booking trips due to economic uncertainty.

American travellers in particular were found to have the most positive view of value, with 71 per cent seeing Ireland as either “good value” or “premium and worth it”. Perceptions of value were lower in closer markets such as Britain, Germany and France.

Alice Mansergh, Chief Executive of Tourism Ireland, said the study provides vital insight into shifting consumer behaviour.

“It’s encouraging to see Ireland ranking strongly among Northern European destinations, with our landscapes, culture and heritage still key motivators,” she said. “The fact that a third of potential visitors cite our weather as a reason to travel shows how attitudes are changing, with more holidaymakers actively seeking a cooler escape.”

Tourism Ireland said the findings will inform its promotional activity for the remainder of the year, as it works with airlines, ferry operators and the wider industry to attract visitors.