Tourism Eire has spent greater than €540,000 on market analysis to attempt to observe the affect of Covid-19 on customer journey plans, with the nation thought-about “one of the comfy locations for a brief break or vacation throughout social distancing”.
The tourism physique stated the expenditure included 5 separate waves of analysis between Could and November.
They stated the primary two phases had been carried out by Kantar Millward Brown in a “mini-tender” as a part of an current tender association.
The later phases have been carried out by Crimson C Analysis following what Tourism Eire described as an EU-wide procurement course of utilizing particular Covid-related “grounds for urgency” guidelines to hurry up the method.
The invoice thus far has come to €543,328, excluding VAT. The newest stage of the analysis – carried out in November – noticed the “lowest ranges of consolation” about taking a European journey.
Whereas Tourism Eire stated the survey pre-dated the announcement of efficient vaccines, Eire nonetheless ranked extremely amongst vacationers on the time when it got here to consolation ranges in regards to the prospects of journey to varied international locations.
The analysis confirmed holidaymakers have been nonetheless “planning and dreaming of their subsequent journey”.
“Private indulgence and a deal with after the tough lockdown interval are driving motivations in journey,” stated a briefing notice.
Decrease charges of Covid-19 and a vaccine have been thought-about key components in encouraging journey, but additionally complete insurance coverage, the provision of high-quality healthcare, and entry to testing.
The Tourism Eire temporary stated: “The island of Eire is taken into account one of the comfy locations for a brief break or vacation throughout social distancing. Nevertheless, consolation ranges have diminished – for each the island of Eire and for different locations.”
The analysis – involving surveys of individuals within the UK, US, Germany, and France – discovered that many have been uncertain a couple of vacation location for 2021.
And people surveyed stated word-of-mouth, official authorities sources, worth comparability web sites and journey agent web sites can be essentially the most influential sources for vacation spot.
Tourism Eire stated that whereas confidence round journey was low in November, they anticipate an “enchancment” within the subsequent wave of analysis.
They stated this could be used to determine which teams are prepared to begin holidaying once more this summer season and which markets supply the “finest prospects” for Eire.
A spokeswoman stated: “The insights we achieve will be sure that our future promotional plan is as tightly focused and as powerfully motivational because it presumably may be, to be able to drive a robust restoration.”