Scotland's Visitors from Ireland


Due to proximity to the UK market and similarities in travel behaviour (and a common language), the Republic of Ireland is targeted in some of our major marketing campaigns. More information on VisitScotland's UK & Ireland marketing campaigns can be found in the What We Do section.


Information on market statistics and research with consumers and visitors from Ireland is available to download below.


PDF document Ireland: Market Statistics (1.5MB) published August 2017


Irish Market Segmentation


In order to understand the Irish market better, VisitScotland undertook a segmentation study in 2008 to identify the key Irish segments (this was a separate study from the UK segmentation model). During this study it was identified that only 35% of consumers within the Republic of Ireland had previously visited Scotland - leaving a large potential market to target. The segmentation identified 11 small consumer segments for the Republic of Ireland.  From these, the top six segments that would provide the best current and potential value for Scotland were identified and amalgamated into three larger segments for marketing purposes. Documents are available to download for these three segments:


PDF document Well-travelled Empty Nesters - size 1.3 mb


PDF document Busy City Dwellers - size 1.52 mb


PDF document Cautious Comfort - size 1.12 mb


Please note that during the current economic climate in Ireland that only Well travelled Empty Nesters and Busy City Dwellers are being targeted.


Additional Resources


For more information, please read VisitBritain's market snapshot on Ireland.

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