Overseas
Visitors
Quantitative
Research
2008/09
Prepared for
Prepared by Ian McShane & John O’Mahony
AUGUST 2009
IMAGE HERE INTO GREY AREA.
Introduction

This report presents the findings for the Overseas Visitor Survey for Fáilte Ireland and
Horse Racing Ireland. Fieldwork began in June 2008 and concluded in May 2009.

A detailed questionnaire was addressed to overseas visitors at race meetings and 638
interviews were completed in total.

Observation studies also recorded the number of Irish attendees to provide a
representational context: Over 6,000 observation records were made in total.
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Key Objectives

The key objectives for the survey were as follows:
 To accurately estimate the number of overseas visitors attending horse racing
meetings in Ireland and their expenditure;
 To establish the profile of these visitors in terms of their; country of residence,
gender, age, socio-economic group and, their party size.
 To determine the length of stay, accommodation usage and expenditure while in
Ireland;
 To establish which sources and quality of information prompted them to (a) visit
Ireland and (b) attend the race meeting that they attended.
 To gauge the likelihood of them attending future race meetings in Ireland.
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Methodology

A number of key considerations were taken into account to ensure the
representativeness of the data produced.

In brief, these considerations are as follows:
 As wide a representation of Irish race meetings as possible were included within
the sampling frame, so as to minimize as far as possible statistical sampling error.
 The specific race meetings selected for the survey were as representative as
possible of the total Universe of race meetings in terms of Type of Meeting,
Time of Day, Day of Week (incorporating festivals in appropriate proportions).
 A distribution of race meetings across different months of the year was also
incorporated to the schedule, particularly as the volume of overseas visitor to
Ireland varies from month to month.
 Controls were set within this overall sampling frame by individual race course,
so as to ensure that those courses which hold more regular meetings are
represented to a greater degree than those holding relatively irregular meetings.
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Methodology
 Critically, the total Sample Universe was recruited to represent all attendees at
Irish race meetings over the survey fieldwork period. The objective was to
survey a representative sample of all such individuals as our starting point, with
a representative sub-sample of non-Irish visitors emerging naturally from this
total Sample Universe.
 A systematic method of choosing respondents for interview at each individual
race meeting was selected, referred to as the Very Next Person (VNP) technique.
Interviewing was conducted at an agreed fixed point and the surveyor
approached the very next person passing that point for interview.
 If that person was identified as an Irish resident, their basic demographic
details were recorded on a contact sheet.
 If the person was a non-Irish visitor, the full interview was conducted.
 During the later stages of the survey, this approach to recording Irish residents
was revised to allow a short interview to be conducted with a small sample of
respondents.
 The overseas visitor dataset was weighted at analysis stage to reflect individual
course attendance figures gathered by Horse Racing Ireland.
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Sample Structure
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Sampling Structure
Spread Of Fieldwork
2008
No. of meetings
held
Interviewing
shifts
Irish contacts
2009
Total
Estimated
Target
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
33
37
42
29
30
25
22
15
16
20
30
40
334
(341)
2
7
9
15
18
7
22
10
4
3
15
5
117
(114)
200
5,837
+809
(6040)
108
385
493
825
990
462
1452
660
264
198
609
=6,646
Overseas full
interviews
14
52
57
87
110
21
127
21
21
10
80
38
638
(800)
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Irish Racecourses
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Sampling Structure
Spread Of Fieldwork
RACE MEETING DISTRIBUTION 2008-2009
2008
Ballinrobe
June
July
Aug
Sept
1
2
2
1
3
2
Bellewstown
Clonmel
1
Cork
2
1
3
Curragh
4
2
3
4
Down Patrick
1
1
2
1
Down Royal
3
1
1
1
2
Dundalk
Fairyhouse
2
1
3
Galway
3
2009
Oct
1
1
1
2
2
1
Mar
Apr
TOTAL
Survey
TOTAL
7
2
5
2
2
12
2
May
2
2
2
1
4
1
19
7
1
1
2
17
5
1
1
1
10
1
1
1
1
1
1
1
11
1
5
4
1
1
2
4
2
23
3
2
3
1
3
2
1
4
22
11
12
5
1
1
1
1
2
2
2
17
5
1
1
7
2
3
9
2
3
3
2
1
2
1
2
Kilbeggan
1
1
2
1
4
2
1
Leopardstown
3
3
Limerick
2
2
Listowel
1
Naas
2
Navan
2
1
1
2
1
1
Roscommon
2
2
2
Sligo
1
1
3
4
2
1
2
1
1
21
17
1
2
4
1
1
2
3
2
20
10
8
3
4
2
1
2
2
3
2
2
2
2
2
1
1
1
15
3
1
2
2
1
1
17
6
2
1
2
3
3
16
16
1
9
1
2
8
0
11
3
12
3
5
0
9
3
1
1
3
1
1
1
2
Thurles
1
1
7
Punchestown
3
1
3
2
1
1
2
Tralee
5
Tramore
4
1
2
1
Wexford
Feb
1
4
Tipperary
Jan
1
1
Laytown
Dec
1
Gowran
Killarney
Nov
1
1
1
2
1
2
2
1
TOTAL
34
37
43
29
30
25
22
17
18
20
%
10
11
12
8
9
7
6
5
5
8
2
11
2
30
29
334
117
8
9
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Irish Racecourse
Attendees
2008/09
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Racecourse Attendees 2008/09
Base: All observations and interviews (n=7,284)
Overseas Visitors
9%
91%
Irish Attendees
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Racecourse Attendees 2008/09:
Overseas Visitors vs Irish Attendees
GENDER
Overseas Visitors
Base: 638
Female
Irish Attendees
Base: 6,646
Female
37%
63% Male
36%
63%
Male
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Racecourse Attendees 2008/09:
Overseas Visitors Vs Irish Attendees
Overseas Visitors
Base: 638
-24
25-44
45-64
65+
Mean:
AGE
Irish Attendees
Base: 6,646
7%
-29
25%
30-44
28%
45-59
25%
60+
22%
44%
41%
6%
44
43
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Racecourse Attendees 2008/09:
Overseas Visitors vs Irish Attendees
PARTY SIZE*
Overseas Visitors
Base: 638
Irish Attendees
Base: 6,646
1
13%
17%
2
39%
51%
3+
48%
32%
Reference only – Comparing slightly different questions:
Overseas Visitors – “How would you best describe the party you travelled with to Ireland this time?”
Irish Attendees – Observation: Party size.
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Racecourse Attendees 2008/09:
Overseas Visitors vs Irish Attendees
Type of Meeting
38%
Total Mixed
35%
24%
Total Flat
21%
Overseas Visitors
Irish Attendees
38%
Total National Hunt
44%
55%
Total Festival
46%
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Racecourse Attendees 2008/09:
Overseas Visitors vs Irish Attendees
Meeting Time
Meeting Day
Overseas visitors
Base: 638
Mon-Wed
30%
Overseas Visitors
Base: 638
Irish Attendees
Base: 6,646
28%
Afternoon
Thurs-Sun
70%
Irish Attendees
Base: 6,646
72%
73%
28%
27%
72%
Evening
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Racecourse Attendees 2008/09:
Overseas Visitors vs Irish Attendees
Course Region
Overseas visitors
Base: 638
Irish Attendees
Base: 6,646
Dublin
14%
11%
Rest of Leinster
38%
40%
Munster
23%
24%
25%
25%
Connacht/Ulster
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Estimated No. of Racecourse Attendances
2008/09
Attendances by
Overseas Visitors
(9%)
123,129
1,180,706
Attendances by
Irish Attendees
(91%)
Total: 1,303,835 attendances
Attendance Figures Source: Horse Racing Ireland
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Irish Attendees
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Residence
Base: 737 (March ’09 – May ’09)
Northern Ireland
13%
87%
Rep. of Ireland
Q. Do you live in ROI or NI?
(*This question was added to survey in March ’09)
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Nights Away From Home
Base: 737 (March ’09 – May ’09)
RESIDENCE
Yes
TOTAL
ROI
NI
737
646
91
%
%
%
Yes
13
9
42
No
82
88
37
Don’t know
5
2
21
13%
Base:
5%
Don’t know
82%
No
Q. Have you or do you intend to spend one or more nights away from home either before or after this
race meeting?
(*This question was added to survey in March ’09)
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Overseas Visitors
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Sample Profile: Overseas Visitors
Base: All Overseas Visitors (n=638)
Gender
-34
Male
Class
Age
30%
63%
ABC1
71%
35-54
45%
Female
37%
55+
C2DE
25%
25%
F
3%
Mean:
44
Overseas visitors are predominantly Male, 40+ and middle class
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Sample Profile: Month of Attendance
Base: All Overseas Visitors (n=638)
100%
90%
80%
70%
60%
50%
41%
40%
30%
33%
38%
20%
21%
10%
16%
23%
17%
11%
0%
Jun-Aug
Sept-Nov
Dec-Feb
Mar-May
Total Attendance
Overseas Visitors
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Weighted Sample Profile: Type of Meeting
Base: All Overseas Visitors (n=638)
TOTAL MIXED
38%
Festival Mixed
31%
24%
TOTAL FLAT
Festival Flat
5%
38%
TOTAL NATIONAL HUNT
Festival National Hunt
TOTAL FESTIVAL
20%
55%
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Sample Profile: Country of Residence
Base: All Overseas Visitors (n=638)
60%
ANY BRITAIN
Britain – North East
2%
6%
Britain – North West
Britain – East Midlands
4%
1%
Britain – West Midlands
4%
Britain – Yorkshire & the Humber
Britain – East of England
1%
18%
Britain – London
9%
Britain – South East
Britain – South West
Britain – Wales
Britain - Scotland
4%
3%
7%
14%
USA
France
Australia
Germany
Other
6%
4%
1%
Spain
Taiwan
Sweden
Mexico
Japan
Canada
Italy
Switzerland
New Zealand
Denmark
%
2
1
1
1
1
1
1
1
1
1
15%
(All others less than 0.5%)
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Planning the Trip
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Planning the Trip
Base: Overseas Visitors (n=638)
Info. Used Before Trip
40%
Advice from friends/relations in own country
Travel agent
14%
Discover Ireland website
14%
Advice from local Irish people
3%
Previous experience of Ireland
3%
None/DK
Any internet
2%
7%
6%
5%
Other Irish travel/tourism website
Others
7%
13%
Horse Racing Ireland website
Tourism Information Office Ireland
20%
23%
General internet search
Irish Tourism Offices Overseas
Info. Used During Trip
1%
36%
1%
2%
0%
0%
15%
1%
2%
8%
22%
46%
21%
Q.2 And before you actually came to Ireland, which of these sources of information, if any, did you use
at all in considering or planning this trip?
Q.3 And since you arrived in Ireland, which of the following sources of information, if any, have you
used to help you plan your trip?
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Information Sources Used Before Trip
Base: Overseas Visitors (n=638)
MONTH
TOTAL
COUNTRY OF RESIDENCE
Jun-Aug Sept-Nov Dec-Feb
Mar-May
Any
Britain
USA
Others
%
%
%
%
%
%
%
%
Advice from friends/relations in own country
40
46
37
59
22
41
43
38
General Internet Search
23
19
29
13
29
26
15
22
Travel agent
14
14
21
6
7
8
31
19
Discover Ireland website
14
21
11
8
8
11
23
18
Horse Racing Ireland website
13
8
11
17
25
15
9
10
Other Irish travel/tourism website
5
4
7
5
4
3
10
6
Advice from local people
3
0
2
1
11
3
1
3
Previous Irish Experience
3
1
1
2
15
5
1
2
Irish Tourism Offices Overseas
2
4
1
1
0
1
2
5
Airplane
1
1
2
0
-
1
-
0
Newspapers/Print
0
-
1
0
1
0
1
0
Tourist Information Offices in Ireland
-
-
-
-
-
-
-
-
None
8
12
3
6
8
7
9
9
Other
0
-
0
1
1
1
-
-
46
46
48
36
50
46
43
48
Any Internet
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Information Sources Used During Trip
Base: Overseas Visitors (n=638)
MONTH
TOTAL
COUNTRY OF RESIDENCE
Jun-Aug Sept-Nov Dec-Feb
Mar-May
Any
Britain
USA
Others
%
%
%
%
%
%
%
%
Advice from local people
36
32
42
49
24
37
38
33
Advice from friends/relations in own country
20
23
21
31
8
18
19
27
Tourist Information Offices in Ireland
15
26
12
1
4
9
17
26
General Internet Search
7
3
12
10
5
6
14
6
Discover Ireland website
7
12
3
3
5
2
12
14
Horse Racing Ireland website
6
7
7
11
2
7
5
5
Travel agent
2
4
2
1
0
2
4
2
Other Irish travel/tourism website
1
2
0
2
-
1
-
3
Previous Irish Experience
1
1
0
-
6
2
-
1
Newspapers/Print
1
-
1
-
4
1
1
-
Advertising
1
1
0
1
-
0
-
1
None
22
19
17
8
46
30
15
7
Any Internet
21
22
21
25
12
16
31
25
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Time Spent in Ireland
Base: Overseas Visitors (n=638)
Time Spent So Far
Total Planned Duration
Less than 24 hours
10%
2%
14%
1– 3 days
39%
25%
27%
4 – 6 days
At least a week
At least two weeks
More than two weeks
Mean (days):
27%
13%
6%
5%
5.0
17%
14%
8.9
Q.4a How much time have you spent in Ireland so far on this trip?
Q.4b And what is the total planned duration of your current trip to Ireland – from the time you arrived
to the time you return home?
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Time in Ireland so far on this trip
Base: Overseas Visitors (n=638)
Country of Residence
TOTAL
Any Britain
Less than 24 hours
10%
14%
USA
Others
4%
3%
28%
1– 3 days
39%
49%
4 – 6 days
At least a week
At least two weeks
More than two weeks
Mean (days):
22%
27%
26%
26%
13%
6%
5%
5.0
19%
7%
2% 1%
3.4
6%
17%
7.7
32%
18%
15%
9%
7.4
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Total Trip Duration
Base: Overseas Visitors (n=638)
Country of Residence
TOTAL
Less than 24 hours
1– 3 days
4 – 6 days
Any Britain
2%
14%
4%
20%
25%
USA
Others
5% 0%
11%
1% 1%
16%
30%
25%
31%
At least a week
27%
27%
24%
27%
At least two weeks
More than two weeks
Don’t know
17%
14%
1%
12%
4% 1%
26%
32%
2%
1%
Mean (days):
8.9
6.6
12.1
12.7
Mean (days)
when attended:
5.0
3.4
7.7
7.4
British considerably more likely to be on short breaks
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On Package/Inclusive or Independent Trip
Base: Overseas Visitors (n=638)
Package
15%
85%
Independent
Q.12 Are you travelling on a package/inclusive trip, that is, a trip where an inclusive price for fares
to/from Ireland and at least one other element, such as accommodation, car hire, etc. was paid
fully or partly in advance?"
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On Package/Inclusive
Base: All Overseas Visitors (n=638)
15%
TOTAL PACKAGE
MONTH:
REASON FOR VISIT:
13%
Jun-Aug
To attend a race meeting(s)
25%
Sept-Nov
Dec-Feb
Mar-May
COURSE REGION:
COUNTRY:
10%
Any Britain
30%
17%
Other
TOTAL PLANNED
DURATION:
0 - 3 days
4%
37%
Munster
Conn/Ulster
9%
3%
19%
4 days - 2 weeks
More than 2 weeks
16%
Dublin
Rest of Leinster
USA
17%
Other
5%
6%
5%
10%
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Reasons for
Visiting Ireland
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Reasons for Visiting Ireland
Base: All Overseas Visitors (n=638)
General
holiday/vacation/leisure
break
44%
25%
Visiting family/friends
To attend a race
meeting/race meetings
24%
On business
6%
Others
6%
DK/not stated
1%
Q.5 And which of these was the primary reason for this trip to Ireland?
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Reasons for Visiting Ireland
Base: All Overseas Visitors (n=638)
COUNTRY OF RESIDENCE
TOTAL PLANNED DURATION
Any
Britain
USA
Others
0-3 days
%
%
%
%
%
%
%
To attend a race meeting(s)
24
35
6
7
59
17
16
Any Other Reason (Summary)
78
66
97
95
43
84
88
TOTAL
4 days – 2 More than
weeks
2 weeks
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Reasons for Visiting Ireland for Race Meeting
Base: All for whom race meeting(s) is primary reason for trip (n=161)
Quality of the horse racing
41%
The fun/atmosphere of the race meetings
41%
23%
Friendliness/hospitality of the people
17%
Proximity to country of residence
14%
Professional interest
9%
The view of the race track
8%
The quality of the services/facilities at the race courses
Attending/invited as part of Corporate Hospitality event
5%
Other
5%
Q.6 And which of these best describes the reason you visited Ireland to attend a race
meeting/meetings?
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Professional Interest or Stake in Industry
Base: All Overseas Visitors (n=638)
Yes
16%
84%
No
Q.7a And do you or any of your travelling party have a professional interest or stake in the horse
racing industry?
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Professional Interest or Stake in Industry
Base: All Overseas Visitors (n=638)
16%
TOTAL
MONTH:
GENDER:
Jun-Aug
17%
Male
13%
Female
6%
19%
Sept-Nov
28%
Dec-Feb
AGE:
15%
-34
20%
55+
TYPE OF
MEETING:
COUNTRY:
14%
35-54
5%
24%
Total Flat
21%
Total National Hunt
Total Festival
12%
19%
Any Britain
USA
Total Mix
22%
Mar-May
8%
13%
Other
COURSE REGION:
14%
Dublin
28%
Rest of Leinster
9%
Munster
Conn/Ulster
5%
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Influenced to Make This Trip By Stake in Industry
Base: All have professional interest in industry (n=117)
No influence
Minor influence
16%
12%
72%
Strong influence
Q.7b And did the fact that you or someone in your party had such a stake or interest in the industry
have a strong influence, a minor influence, or no influence at all on your decision to make this
trip to Ireland?
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No. of Days Racing on Current Trip
Base: Overseas Visitors (n=638)
At Current Race Course
1
70%
In Total
58%
26%
2
3
4
5
Don’t know
Mean (days):
21%
6%
2%
1%
1% 1%
1.4
8%
2%
5% 1%
1.8
Q.8 How many days of racing will you attend at this particular race course during your current trip to
Ireland?
Q.9 And in total how many days of racing will you attend in Ireland during your current trip, including
any days spent at this race course?
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Total No. Days Racing on Current Trip
– Mean Score (days)
Base: Overseas Visitors (n=638)
TOTAL
TYPE OF
MEETING:
1.8
REASON FOR VISIT:
Total Mix
Total Flat
Total National Hunt
Total Festival
1.7
2.3
To attend a race meeting(s)
1.6
Other
1.6
Dublin
1.6
COURSE REGION:
1.9
1.8
MONTH:
1.9
Rest of Leinster
Jun-Aug
Sept-Nov
Dec-Feb
1.6
2.0
Munster
1.7
Conn/Ulster
1.5
1.6
2.4
Mar-May
COUNTRY:
Any Britain
1.8
2.1
USA
Other
1.5
Those who attend most days racing on any trip are from the USA, travel specifically
for racing and attend in the spring.
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Information Sources on Race Meeting
Base: Overseas Visitors (n=638)
63%
Word of mouth
12%
Other internet site
11%
Horse Racing Ireland website
8%
Horse racing publications
6%
Travel agent
Advertising
3%
Previous Ireland experience
2%
Betting office
2%
Others
1%
Don't know
1%
Q.10 Thinking specifically of your visit to this race meeting, which of the following sources of
information did you use in finding out about it?
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Likelihood of Attending Future Race Meetings in
Ireland
Base: Overseas Visitors (n=638)
Total
Very likely
Reasons for Visit
To Attend a Race
Meeting(s)
Other
Reason
41%
50%
68%
79%
Quite likely
Neither likely nor unlikely
Quite unlikely
Very unlikely
Don’t know
27%
23%
9%
4%
11%
4%
10%
1% 3%
2%
5%
9%
5%
13%
4%
Of those who didn’t visit Ireland primarily for racing, two-thirds (68%) are likely to
attend a race meeting in Ireland in the future.
Q.11 Do you feel you are likely or unlikely to attend any more horse racing meetings during further trips
to Ireland over the next three years or so?
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Likelihood of Attending Future Race Meetings in
Ireland
Base: Overseas Visitors (n=638)
73%
TOTAL (VERY/QUITE LIKELY)
TYPE OF
MEETING:
Total Mix
Total Flat
TOTAL PLANNED
DURATION:
65%
60%
66%
More than 2 weeks
COURSE REGION:
70%
Total Festival
72%
4 days - 2 weeks
79%
Total National Hunt
83%
0-3 days
MONTH:
68%
Dublin
Jun-Aug
65%
80%
Sept-Nov
71%
Dec-Feb
86%
Rest of Leinster
77%
Munster
Conn/Ulster
53%
85%
Mar-May
COUNTRY:
83%
Any Britain
USA
Other
55%
63%
Those most likely to attend in future are British, visited in the Spring on short breaks
and attended in Rest of Leinster.
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47
Current Trip to
Ireland
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48
No. Adults/Children in Group
Base: Overseas Visitors (n=638)
Adults
0
Mean:
1
0%
14%
2
43%
3/4
25%
5-10
9%
11+
8%
4.4
Children
0
86%
1
2+
7%
4%
0.2
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Q.13 How would you best describe the party you travelled with to Ireland for this trip?
49
Accommodation Types Used
Base: Overseas Visitors (n=638)
Private home with
friends/family
34%
Top grade (4-5 star)
hotel
31%
17%
Guesthouse/B&B
15%
Other hotel
8%
Self-catering
Other
Don't know/None
2%
3%
1 in 3 stay in top grade hotel
J.9325
Q.14 And what type/types of accommodation did you decide to stay in during this trip to Ireland?
50
Accommodation Types Used I
Base: Overseas Visitors (n=638)
COUNTRY OF
RESIDENCE
MONTH
TOTAL
Jun-Aug Sept-Nov Dec-Feb Mar-May
TOTAL PLANNED
DURATION
Any
Britain
USA
Others
0-3 days
4 days –
2 weeks
More
than 2
weeks
%
%
%
%
%
%
%
%
%
%
%
Private home with
friends/family
34
36
35
54
14
27
43
46
14
30
67
Top grade (4-5 star) hotel
31
17
42
21
47
36
31
20
52
32
3
Guesthouse/B&B
17
30
11
2
8
11
27
24
7
20
12
Other hotel
15
20
12
13
10
13
24
13
11
17
10
Self catering
8
10
5
3
12
9
7
5
3
8
14
Other
2
4
0
3
-
3
-
0
3
1
6
None
2
0
3
0
5
2
1
1
8
1
0
Don't know
1
-
0
4
3
2
-
-
5
0
-
J.9325
Top grade hotel users are mainly from UK, on short breaks, visiting in Spring and Autumn.
51
Accommodation Types Used II
Base: Overseas Visitors (n=638)
REASONS FOR
VISIT
TOTAL
COURSE REGION
To Attend
a Race
Meeting(s)
Others
Dublin
Rest of
Leinster
Munster
Conn/
Ulster
%
%
%
%
%
%
%
Private home with friends/family
34
15
40
47
33
29
32
Top grade (4-5 star) hotel
31
44
27
27
40
37
13
Guesthouse/B&B
17
7
20
0
8
14
43
Other hotel
15
17
14
13
11
12
24
Self catering
8
6
8
8
10
7
5
Other
2
6
1
6
0
1
3
None
2
5
1
0
4
1
0
Don't know
1
3
0
3
1
2
-
Top grade hotel users are more likely to have visited for the racing and attended in Rest
of Leinster and Munster.
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Holiday Activities
Base: 118 (March ’09 – May ’09* Overseas Visitors)
Visit to
historic/cultural sites
28%
Cultural
event/festival
16%
14%
Walking
10%
Go to the pub
9%
Golf
8%
Visit to gardens
National Stud
3%
All others 2% or less
Q.17 Besides visiting horse racing meetings, which of the following have you done or do you intend to
do while on this holiday?
*This question was added to survey in March ‘09
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Expenditure in
Ireland
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How Many Adults/Children Covered By Expenditure
Base: Overseas Visitors (n=638)
Adults
0
0%
0%
0
0%
0%
1
32%
32%
1
32%
32%
2
42%
42%
3/4
18%
18%
0
Mean:
Total
Children
2
46%
46%
3/4
14%
14%
5+
6%
6%
2.4
1
2+
89%
89%
7%
7%
4%
4%
0.2
5+
8%
8%
2.6
Q.15a Firstly, how many adults aged 15 years and older, including yourself, will be covered by your
expenditure on this trip?
Q.15b And how many children aged less than 15 years will be covered by your expenditure on this trip?
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55
Average Spend at end of trip (€) – per total number of
adults and children covered by expenditure
To estimate annual expenditure is respondents’ spend is divided by the number of
adults and children covered by that expenditure. This chart presents this calculation
of average per capita spend by key sub sample groups.
€
TOTAL
GENDER
Male
Female
AGE
-34
35-54
55+
CLASS
ABC1
C2DE
F
TYPE OF MEETING
Total Mix
Total Flat
Total Nat Hunt
Total Festival
980
909
1108
717
1154
974
871
1254
1107
926
876
1096
1114
€
TOTAL
MONTH
June – Aug
Sept - Nov
Dec - Jan
Mar - May
Country of Residence
Any Britain
USA
Others
Total Planned Duration
0 to 3 days
4 days to 2 weeks
More than 2 weeks
Primary Reason for Trip
Attend race meeting
Others
980
1025
790
912
1263
676
1314
1532
554
822
2489
1117
935
€
TOTAL
Professional Interest
Yes
No
Total Days Racing Attended
1
2
3+
Total Covered by Spend
1
2
3+
Region
Dublin
Rest Leinster
Munster
Conn/Uls
980
1515
887
852
966
1549
1029
1060
789
775
1149
755
1035
J.9325
56
Estimated Annual Value of Trip Overseas Race
Meeting Visitor to the Irish Economy

There were 1,303,835 daily attendances across all Irish racecourse
meetings over the twelve month period June 2008 – May 2009.

Of these attendances, an estimated 123,129 were accounted for by
overseas visitors.

On the basis that the average overseas racecourse meeting visitor will
attend 1.8 days of racing during their trip to Ireland, we have an
estimated 68,405 overseas visitors to Ireland each year who attend at
least one race meeting during their trip here.

When average spend is calculated by individual overseas visitors including
the number of adults and children covered (avg. €980) the estimated
annual expenditure is €67,036,900.
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Summary &
Conclusions
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58
Summary & Conclusions

Overseas visitors comprised 9% of total attendees at Irish Race meetings during
2008/09. This translates to approximately 123,000 attendances from June 2008 to
May 2009, with the average overseas racecourse visitor attending 1.8 days of racing
during his/her 9 day trip to Ireland.

Overseas visitors are very similar to Irish attendees in terms of age and gender. They
have a slightly greater propensity to attend festivals.

Three quarters of overseas visitors come from either the UK (60%) or the USA (14%).

Over half attend racecourses in Dublin (14%) or the Rest of Leinster (38%).

85% are independent travellers.

Overseas racecourse visitors typically travel to Ireland in pairs or in small groups
(average group size is four adults). There are rarely children in the groups.
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Summary & Conclusions

Personal advice and internet research dominate the sources of information used both
before and during trips.
 Over 1 in 10 use the Horse Racing Ireland website (13%) and the Discover Ireland
website (14%).

Word of mouth is the critical source (61%) of information on the race meetings
themselves. However, about 1 in 4 receive their information on the race meetings
from a website.

Overseas racecourse visitors typically spend a second day at a race meeting during
their trip and visit a racecourse about halfway into their holiday. Those who attend
the most days of racing on their visits are likely to be from the USA, visit in the
Spring and often attend in Munster.

The total average planned duration of the visit to Ireland is about a week and a half.
However, British visitors are far more likely to be on short breaks.
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60
Summary & Conclusions

About 1 in 4 overseas visitors claim attending a race meeting was the primary reason
for their trip. However, half of all overseas visitors now claim they are very likely to
attend horserace meetings during further trips to Ireland.
 Of those who didn’t visit Ireland primarily for racing, two thirds (68%) now claim
they are likely to attend a race meeting in Ireland in the future.

Those most likely to attend a race meeting in Ireland in the future are: British; visit
in the Spring; are on short breaks; and attended course in the Rest of Leinster.

While the most used accommodation type is private homes with friends/family, close
to 1 in 3 overseas visitors stay in top grade hotels.
 These hotel users are mainly from the UK, on short breaks, visit in the Spring
and Autumn, and have visited principally to attend race meetings.

The average total trip expenditure by the overseas racecourse visitor (excluding cost
of travel) is just over €2,000 between roughly 2.5 people. The highest spenders
specifically visit to attend race meetings, often festivals, and most regularly at
courses in the Rest of Leinster.
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61
Summary & Conclusions

On the basis that the average overseas racecourse meeting visitor will attend 1.8
days of racing during their trip to Ireland, we have an estimated 68,405 overseas
visitors to Ireland each year who attend at least one race meeting during their trip
here. When average spend is calculated by individual overseas visitors (avg €2,028)
the estimated annual expenditure is €138,725,000. When calculated by the number
of adults and children covered by expenditure (avg €980) the estimated annual
expenditure is €67,036,900.
J.9325
62
Appendix
J.9325
63
Overseas Visitors Profile x Festivals 2008/09
MEETING
Total
13th to
26th to
Sunday
26th 29th
Tuesday 28th
19th
29th
12th-14th
December
April 2nd May
September
December
April
Leopardstown
Punchestown
Listowel
Limerick Fairyhouse
Overseas
Visitors
26th-29th
June 08
Curragh
27th July
2nd Aug
Galway
9
12
11
6
11
6
9
14
Male
63
57
70
81
68
46
63
71
Female
37
43
30
19
32
54
37
29
Age (Average):
44
40
44
46
41
37
34
47
ABC1
71
71
67
62
86
69
80
58
C2DE
25
21
30
23
14
31
20
38
F
3
7
3
15
1
-
-
4
Any Britain
60
36
38
45
46
86
72
92
USA
14
29
19
32
14
14
-
1
Others
26
36
43
23
39
-
23
8
Total Trip Duration
Mean (DAYS)
8.9
10.1
9.2
9.0
8.7
6.3
3.8
5.8
2028
2153
2455
1994
2152
2202
2319
3743
Overseas visitors
%
Gender:
CLASS:
Country of Residence:
Total Spend Mean (€)
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64
Overseas Visitors Profile x Region
REGION
Total
Overseas
Visitors
Dublin
Rest of
Leinster
Munster
Conn/Ulster
9
12
9
9
9
Male
63
74
58
64
64
Female
37
26
42
36
36
Age (Average):
44
41
44
44
46
ABC1
71
91
69
67
68
C2DE
25
9
27
27
30
F
3
0
4
6
2
Any Britain
60
54
65
68
48
USA
14
12
11
15
18
Others
26
34
23
17
35
Total Trip Duration
Mean (DAYS)
8.9
9.2
8.0
9.1
10.0
2028
1407
2504
1430
2175
Overseas visitors
%
Gender:
CLASS:
Country of Residence:
Total Spend Mean (€)
J.9325
65
Planning the Trip:
Info Used During Trip x Info Used Before Trip
PRE TRIP SOURCES USED
TOTAL
Base
Advice
from
friends/
relations in
own
country
Travel
agent
Any
Internet
Discover
Ireland
website
Horse
Racing
Ireland
website
Other Irish
travel/
tourism
website
General
Internet
Search
Irish
Tourism
Offices
Overseas
None
Other
638
287
65
280
73
85
33
151
14
41
7
%
%
%
%
%
%
%
%
%
%
%
Advice from friends/relations in own country
20
39
20
13
5
13
50
14
17
6
-
Travel agent
2
3
3
2
8
-
-
0
1
-
-
Discover Ireland website
7
4
12
14
35
2
3
8
17
-
-
Horse Racing Ireland website
6
3
-
13
4
37
14
4
-
-
-
Other Irish travel/tourism website
1
1
3
2
-
2
11
1
-
-
-
General Internet Search
7
6
13
9
0
6
-
16
12
2
13
Advice from Local Irish People
36
40
42
32
42
27
24
27
61
38
6
Tourist Information Offices in Ireland
15
14
33
14
22
5
13
11
8
-
-
Advertising
1
1
-
0
1
-
-
1
3
-
25
Previous Irish Experience
1
-
2
1
-
-
-
1
-
-
-
Newspaper/Print
1
0
-
1
-
3
-
2
-
-
26
None
22
12
9
23
15
24
19
33
1
56
43
Any Internet
21
13
22
36
38
46
28
25
29
2
13
J.9325
66
Thank you
J.9325
67