1. IRELAND NOW! Current Performance and Visitor Trends Brian Maher, Head of Policy and Futures, Fáilte Ireland

2. Global View International Tourist arrivals up 7% in 2010 Up almost 5% in the first half of 2011 Forecast for 2011 – World arrivals +4%–5% Europe arrivals +2%–4% Source: World Tourism Organisation (UNWTO)

3. Source: IPK International European Travel Monitor Potential European “Sports” Holidays

4. Source: IPK International European Travel Monitor Top Ten European “Sports” Holidays

5. Source: IPK International European Travel Monitor European “Sports” Holidays Top Ten Originating Countries

6. Source: IPK International European Travel Monitor European “Sports” Holidays Top Ten Destination Countries

7. Irish Tourism 2010

8. Overseas Tourism Performance (000s) 2000-2010(p) CSO/NITB/Fáilte Ireland

9. Overseas Tourism Performance (000s) 2000-2010(p) CSO/NITB/Fáilte Ireland

10. Overseas Performance January-August (000s) 2007-2011 CSO/NITB/Fáilte Ireland

11. Tourism Earnings 2009 and 2010 (p) 200720092010 (p) % Change 2010 vs 2009 Overseas Visitors (000s)7,7396,5555,865-11% Foreign Exchange Earnings (€m)4,9023,8793,412-12% Domestic Trips (000s)7,9428,3408,000-4% Domestic Revenue (€m)1,5511,3901,251-10% Total Tourism Earnings6,4535,2694,663-12%

12. Overseas Activity Tourism in Ireland Worth €830 million in 2010

13. Economic Contribution of Activity Tourism High yield segment Spend 45% higher than the average overseas visitor

14. Activity Tourism 2010

15. Volume and Value of Activity Tourism

16. Length of Stay (%) Source: Survey of Overseas Travellers 2010

17. Types of Walking (%) Source: Survey of Overseas Travellers 2010

18. Types of Walking (%) Source: Survey of Overseas Travellers 2010

19. Visitors 693,000 Holidaymakers 462,000 Exclude roads and paths 257,000 5km + 161,000 Important in choice of Ireland 245,000 The Walking Product among Overseas Visitors Source: Survey of Overseas Travellers 2010

20. Types of Water-based Activity excluding fishing and swimming (%) Source: Survey of Overseas Travellers 2010

21. Types of Fishing – 123,000 overseas participants (%) Source: Survey of Overseas Travellers 2010

22. Participants by Market (%) Source: Survey of Overseas Travellers 2010

23. Participants Vs Specialists Source: Survey of Overseas Travellers 2010

24. Social Class and Age Source: Survey of Overseas Travellers 2010

25. Party Composition and Experience of Ireland Source: Survey of Overseas Travellers 2010

26. Route of Entry (%) Source: Survey of Overseas Travellers 2010

27. Use of Car (%) All HolidayActivity Holiday Source: Survey of Overseas Travellers 2010

28. Regions Visited Regions Visited (%)Any HolidayActivity Holiday Galway Bay/Connemara/Clew Bay28 40 West Clare13 19 Dingle Peninsula9 17 North West Arc58 Ring of Kerry22 30 West Cork4 10 Cork Harbour16 21 South East Triangle1315 Dublin and its Doorstep7257 Shannon Corridor76 Source: Survey of Overseas Travellers 2010

29. Information sought Source: Visitor Attitudes Surveys Type of Information (%)Activity Holiday Attractions/sights to visit59 Tours/activities35 Things to see and do generally63 Directions28 Maps24 Accommodation56 Public transportation12 Food and eating out18 Special offers8

30. Where looked for information Source: Visitor Attitudes Surveys Source of InformationActivity Holiday Internet/web80 Guide books50 Word of mouth23 Irish tourist board22 Travel agent/tour operator14 Brochures/promotional literature21 Newspapers/magazines7 TV/radio3 TIO2

31. Accommodation Used Source: Survey of Overseas Travellers 2010 Type of Accommodation (%)Any Holiday Activity Holiday Hotels5739 Guesthouse/B&B2536 Self-catering915 Hostels1418 Caravan/Camping46 Friends/Relatives1013

32. Rating of accommodation - facilities and value Rating (%)FACILITIESVALUE Very good4431 Good3849 Poor25 Very poor1* Source: Visitor Attitudes Surveys in Destinations

33. Rating of Activities Source: Visitor Attitudes Surveys Rating (%)EquestrianFishingHiking/ Walking Water- based Cycling Very good5548636752 Good4050363146 Poor51112 Very poor -1*--

34. Rating of Other Aspects (Activity Holidaymakers) Rating (%)Very Good PoorVery Poor Friendliness of people7228*- Natural environment6732** Quality of architecture50482* Condition of roads2157202 Cleanliness of locality47513* Signposting for roads/directions2759122 Signs for attractions286191 Availability of things to see/do47521* Value for money24679* Source: Visitor Attitudes Surveys

35. THANK YOU FOR YOUR ATTENTION