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The Nordics

The Nordics

Market conditions/ performance

Off the back of 2017 we saw a 10% increase in visitor numbers we were delighted to welcome 223,000 Nordic visitors to Ireland. The Nordics represents a huge opportunity as a visitor source for Ireland, due to the frequency of trips taken by Nordic travellers (44.7M per annum). Access grew in 2017 with routes from Ryanair, SAS, Norwegian, Finnair and WOW air and the Nordics are expected to continue building on the positive trend. The long term prospects are good with a 20% increase in visitors from the region predicted by 2020.

What countries in the region is Tourism Ireland active in?

Tourism Ireland’s Nordic office is based in Copenhagen and covers Sweden, Denmark, Norway, Finland and Iceland. These are in order of priority, Sweden representing the best prospect in the medium term for Ireland. We run online activity in all 5 countries driving to one English language website. We have a very active publicity programme in Sweden, Denmark and Norway. We have relationships with members of the local trade in all five countries. We work with all the airlines operating services to Ireland from the region.

Nordic profile of the Culturally Curious

The Nordic visitor to Ireland is slightly older (45+) and they are likely to be travelling as a couple or with other adult friends. The typical Nordic holidaymaker stays for an average of 5 nights in Ireland. 

What they want from a holiday

  • Vibrant city life: they are looking for bars with Irish music and lively atmosphere.
  • Top quality food is very important and Nordic travellers are less price sensitive about this than other visitors.
  • Irish whiskey and Irish coffee are very popular in these countries. Distilleries and whiskey products are a big attraction for the Nordic visitor.
  • Traditional Irish Music resonates very well; Nordic visitors are among the largest attendees to TradFest every year.
  • Higher average spend, the majority will stay in 3* and 4* hotels.
  • Golf: almost 500k registered golfers in Sweden. Very high awareness of Ireland’s golf product particularly links courses.
  • A notable characteristic is the domination of city breaks, 66% visit Dublin only. Nordic visitors are reluctant to rent a car, but are open to using public transport.
  • Being active in nature and getting off the beaten track, easily accessible opportunities from cities to do this are popular related to the point above.
Access

Due to the huge geographic area, access is centralised to the main cities. More than other European travellers, Nordic travellers are accustomed to flying to destinations indirectly from their small regional airports.
  • Sweden: SAS and Norweigan year round service from Stockholm to Dublin.
  • Denmark: Excellent access with daily Dublin flights from Ryanair, Norwegian and SAS from Copenhagen.
  • Norway: Access from Oslo to Dublin with Ryanair, SAS and Norwegian.
  • Finland: Year-round access with Finnair and Norwegian.
  • Iceland: EasyJet to Belfast and WOWAir to Dublin.

Our platforms

Our social media fan base has grown further in 2017, gaining many valuable social connections and increasing customer engagement. We have: 

  • Over 90,000 Facebook fans
  • Over 4,000 Twitter followers
  • Over 100,000 engaged subscribers to our e-zine
We will continue to focus on engaging with potential visitors through these platforms in 2018. Traffic is driven to our consumer website Ireland.com/en-no year round through search engine marketing, online advertising and social media campaigns. We encourage and promote special offers from the island of Ireland industry, which we advertise on our site and through our weekly consumer e-zines on a continuous basis to entice the Nordic visitor to book now. 

Key themes in 2017
  • City breaks; longer stays in cities by promoting Dublin Breath of Fresh Air and Belfast.
  • Longer holiday coastal tours including the Wild Atlantic Way and Causeway Coastal Route.
  • Outdoor activities including golf.
  • Ireland’s Ancient East: particularly using the shared Viking heritage as a hook.
  • Northern Ireland: Games of Thrones and the Causeway Coast as a Slow Road via the Gobbins will be highlighted in publicity and online.
We look forward to working with you in 2018 and beyond to bring more visitors from the Nordic region to the Island of Ireland.

Tourism Ireland Nordics
Market Contact: Maarit Karkkainen
Email: mkarkkainen@tourismireland.com
Tel: 00 45 3317 7231