Attendees : Paul J Crowley (CSO), Mairead Griffin (CSO), Patsy King (CSO), David Marshall (NISRA), Patricia McDowell (NISRA), Joanne Henderson ( NISRA), Bernie Morris (Failte Ireland), Caeman Wall (Failte Ireland), Peter Nash (Tourism Ireland), Olivia Mulhern (Tourism Ireland), Roisin Liston (Tourism Ireland), Ray O Leary (DTTAS), Noel Sheahan (DTTAS), Vivienne Malone (DTTAS), Anne-Marie Montgomery (Tourism Northern Ireland).
Apologies: Pamela Wilson (Tourism Northern Ireland), Eamonn McKeon (ITIC), Lorraine Fleming (DETI), Paul Rutherford (DETI), Bernard O Shea (DTTAS), Ian Stanley (NISRA), Patrick O Kane (NISRA), Sarah McAuley (NISRA).
Agenda:
1. Introduction, Welcome, Agenda & Minutes of 2014 Meeting
2. Feasibility of Joint North South Publication - CSO
3. Developments in Northern Ireland Tourism Statistics - NISRA
4. Policy Review on Tourism- Dept. of Transport, Tourism & Sport
5. DETI Policy on Tourism – update
Coffee Break
6. Research/Use of data/Other facts- Failte Ireland
7. Research/Use of data/Other facts –Tourism Ireland
8. Research/Use of data/Other facts- Tourism Northern Ireland
9. Updates on Developments North/South- CSO/NISRA
10. Any other business
11. AIB - Owen Travers
The chairperson welcomed members of the Liaison Group to the meeting. The minutes of the previous meeting were agreed. There was one amendment to the agenda as representatives from DETI were unable to attend the meeting.
A proposal was made at the All Island Tourism Statistics Liaison Group Meeting in June 2014 that there should be a joint CSO/NISRA publication on Tourism (Overseas Visitors to Ireland and Northern Ireland).
At the moment Tourism Ireland (who are responsible for marketing the island of Ireland overseas) combine North/South data in a publication called ‘Overseas Visitors to the Island of Ireland- Facts and Figures 2013’ which gives an overview for the whole island. The Joint North /South Publication would have a different focus and be complimentary to the existing Tourism Ireland publication. It was proposed that the publication would be produced every three years. It will need the approval of North/South Ministerial Council. There has already been a precedent for such a joint North/South publication. In June 2014, CSO and NISRA published a special census report titled ‘Census 2011 Ireland and Northern Ireland’. This was the first time that comprehensive results for both parts of the island of Ireland were brought together in a single report.
The North/South publication will include analysis of the differences between the two Tourism markets, North and South. It will also possibly include data on key overseas markets, purpose of visits, average expenditure, duration of visits, tourism employment, key routes by mode of transport, data by port of entry (airports/seaports on the island), data on cruise ships and major
visitor attractions. Initial analysis of 2013 data has shown that the two markets are quite different and that there is an interest in comparing and contrasting these.
Comments from representatives at the meeting were positive and the proposal was welcomed.
Action: It was agreed that members of the group would be kept informed of progress in the development of the North/South publication.
Joanne outlined the methodologies of the three surveys that collect information on visitors to Southern Ireland- Country of Residence (CRS), Passenger Card Inquiry (PCI) and Survey of Travellers (SOT). She then outlined the similarities and differences between the SOT and PCI methodologies and the impact on 2013 results of using data from these two sources. Currently NISRA use SOT data to estimate visitors to Northern Ireland that use ROI ports. There would be larger estimate of trips to NI if NISRA were to use the PCI. If/when NISRA change the source for their data there will be a break in the series which will have consequences for any targets.
The options for NI estimates
Background- the Minister Leo Varadkar made this review a priority for 2013 and a public consultation document was launched in September 2013. A first draft was published in July 2014 and there was a formal launch of the Review in March 2015.
The main points of the Review are
The Minister for Tourism is to announce the establishment of the Tourism Leadership Group in coming weeks. A Tourism Action Plan for 3 year period based on agreed policies (will have 3 year targets) will be developed. Meetings with relevant agencies and stakeholders will take place in the second half 2015 and it is hoped that an Action Plan will be published by the end of the year.
Bernie Morris from Failte Ireland showed the meeting how mapping was used with 2014 Failte Ireland’s Survey of Travellers (SOT) data to show the main areas visited by different segments of overseas visitors to Ireland. Holiday visitors to Ireland were asked the location(s) they stayed for at least one night (up to 8 locations were possible on the form). The mapping gives the data more meaning and identifies patterns.Failte Ireland will publish/make available the heat maps as soon as the data is approved. Bernie was complimented by all at the meeting on her presentation and the potential of the data analysis.
Tourism Ireland has a three year Corporate Plan (2014- 2016). They announced that the 2014 results of the ‘All Island Facts and Figures’ will be published at the start of July. The publication uses a combination of CSO, NISRA and SOT data to present an overall view of the Tourism Market on an all island basis. Tourism Ireland also does market profiles and market reviews. One market review is usually done once a year (2 have been done each year for the past few years). They look at markets and set targets. Situation and Outlook Analysis Reports which are published 8 times a year show sentiment on the ground and present all available data to give an overview of how the industry is performing.Tourism Ireland values their relationships with all agencies and they appreciate the fact that high quality of results has been maintained despite cuts in resources. Ideally they would like to have more granular data on markets, revenue and promotable visitors to the island. They focus mainly on revenue targets, but do monitor number of nights also.David Marshall from NISRA cautioned about the need to be careful when interpreting data for smaller markets with small sample sizes and against only having a short term focus on statistics. They should also focus more on longer term data (due to sample sizes etc.).
Anne-Marie Montgomery outlined the uses of data/research in a number of key areas, including Strategic Planning, Product Development and Market Planning. Data are used to highlight the value of tourism to the local economy and monitor trends and performance against targets. In terms of product development data feed into both ends of the product lifecycle – pre and post development. Research also helps Tourism Northern Ireland to understand key markets and identify best prospects.
Tourism Northern Ireland produces a range of summary reports based on data released by NISRA, including quarterly tourism performance reports, monthly accommodation occupancy reports and annual Local Government District fact cards. Anne-Marie outlined the variety of research and event evaluation that Tourism Northern Ireland undertakes and highlighted some examples, including Visitor Attitude Surveys (at both NI and Key Tourism Destination Area levels) which Tourism Northern Ireland conducts to understand visitor behaviours and attitudes towards their NI/Destination experience.
The CSO gave an update on recent releases and developments in Tourism area.
Releases
Update on CAPI
Implementation schedule for CAPI- indicative completion dates
Comments from group – there was a concern re Q4 2016 being first quarter will full migration to CAPI. It was decided that it would suit users better to delay the full migration until Q1 2017 and this was agreed with all at the meeting. DTTAS offered a supporting voice (if requested/necessary) to the CSO in request for additional resources.
NISRA gave an update on developments with respect to the publication of tourism statistics. Annual 2014 statistics were published on 28/5/2015 and this included a summary report, a number of satellite reports, infographics and detailed tables. Q1 2015 and LGD are due to be published on 30/7/2015.
Data is available to AIB on when and where visitors to Ireland make cash withdrawals from AIB banks. The data AIB has available to it enables it to know where these visitors are from (i.e. the location of the bank they are withdrawing money from). Philip Kinlen showed the group maps for the main residencies, covering a number of years and there were clearly identifiable different patterns for the various residencies shown. The group complimented AIB on these maps and all expressed an interest in the data.
The next meeting will be held in Belfast in June 2016.