2019 was a record year for overseas visitors from Canada to the island of Ireland, with the market continuing to perform strongly for the past number of years. Visitor numbers to the island of Ireland increased by +2% in 2019, totalling 248K+. Our current focus in 2021 is to engage with the travel trade & media and to keep Ireland top of mind with consumers via Publicity, Trade and Consumer (non-paid) promotions.
Why should you target this market?
Canada is the 5th strongest market for the island of Ireland in terms of holidaymaker revenue, with Canadian holidaymakers tending to stay longer and spend more. Canada is also the 9th largest source market to Northern Ireland, with a strong interest in getting off the beaten track across the island. Approximately one third of all Canadian visitors visit Northern Ireland. On average, Canada holidaymakers stay on the island of Ireland for ten nights and typically, they each spend €930 / £751. Canadians are highly likely to tour and to visit two or more regions on the island. They are also more likely to use a car during their trip than most other holidaymakers. Almost one-third of Canadians travel on escorted (organized) tours and they prefer to stay in hotels, but also like guesthouses and B&B’s.
How to work with this market
Ireland has an abundance of experiences that appeal strongly to Canadian visitors – from world class ancient heritage and potent contemporary history to the beauty of landscapes and density of experiences.
The Canadian holidaymaker craves a break from routine, and while they want to see the “must-visit” areas and attractions, they also want to learn and try new things while connecting with Ireland’s ancient culture and heritage. With +4.5M Canadians claiming Irish heritage, there are also a lot of ancestral and cultural connections between the two countries, ready to be explored.
Sharing organic content across our consumer and trade channels as part of the global #FillYourHeartWithireland campaign continues to keep Ireland top of mind in Canada, using inspirational and evergreen content for when the time is right to travel again. The themes of Ancestry/Genealogy, Luxury Castle Stays, Great Outdoors and Uniquely Irish Experiences continue to resonate strongly. In addition, virtual segments with industry members, including interviews on Facebook Live and Chef demonstrations broadcast live on Canadian television continues to maintain Ireland’s share of voice in Canada.
• Virtual Ireland Expo – North America: November 18-19
• Trade education programme
o Quarterly trade e-zine
o Webinar programme
o Travel trade Facebook group
to view our complete market profile for Canada.
Market contact: Sandra Moffatt