The Top Three Responding Attractions (excl Parks And .
Northern Ireland Visitor Attraction Survey 2019Published 22nd October 2020Frequency: AnnualCoverage: Northern IrelandTheme: People and PlacesThe key points are: The top three responding attractions (excl parks and gardens) during 2019 wereGiant’s causeway, Dundonald International Ice Bowl and Ulster Museum; There were a reported 13.0 million visits to visitor attractions in 2019 byrespondents to the survey; A reported 31% of visitors were made by visitors who lived outside of NorthernIreland; and Country parks/Parks/Forests accounted for 39% of all visitors reported in 2019Contents:Introduction 2Types of Attractions 3Top Ten Attractions 4Top Ten Country parks/ parks/ forests 5Residency of Visitors 6Seasonality 7Admission/Revenue/Employment/Upgrade 8Background Notes 9
IntroductionThis report is designed to give an overview of the performance of the Visitor Attraction market in Northern Ireland in 2019.Participation by attractions in the Visitor Attraction Survey is voluntary. The survey was issued to 423 attractions (details obtainedfrom Discover Northern Ireland) and 142 attraction owners replied; of these 135 provided data for analysis. Unless otherwisestated, the statistics presented in this report refers to these 135 attractions. It is important to note that response rates fellsignificantly (around 50%) most likely due to the Covid-19 crisis.Statistics presented in this report are given in good faith on the basis of information provided by proprietors of attractions.Respondents to the survey are given the opportunity to revise data supplied in the previous year. Participants are also given theoption for their information to remain confidential. Counting methods for individual attractions may also change from year to yearwhich might impact on results and patterns over time. Further details about the survey methodology are contained in themethodology section.This report should be read in conjunction with other tourism statistics reports for a full picture. When looking at the full picture,sources point toward a general upward trend in visits to NI visitor attractions since 2013, however, we cannot say that this is astatistically significant change. A full picture of all tourism activity can be found in the Northern Ireland Annual Tourism StatisticsPublicationWhat you can say.Looking at the full picture sources point to a general upward trend since 2013 of the number of visitors to attractions,based on those who participated in the survey.What you cannot say.In 2019 there was a definite increase in the overall number of visits to all NI attractions, rising 3% from 2018.2
Types of attractionsFigure 1 shows the proportion ofFigure 1: Percentage of attractions by attraction categoryOther,15%respondingMuseums/ArtGalleries, 24%Places nding(18%), and Visitor/Heritage Centres(17%).Visitor/HeritageCentre,17%Country Park,18%HistoricProperties,15%During 2019 a reported 13.0 atingparks/parks/forests attracted the largest proportionofvisitors(39%).Visitor/heritagecentres attracted the second highestFigure 2: Percentage of visits by attraction categoryWildlife/Zoo/NatureReserve, 4%Ineach(24%) followed by Country ParksWildlife/Zoo/Nature Reserve,5%Gardens, 1%category.inattractions were Museums/Art GalleriesGardens, 3%Places ofWorship, 1%attractionsproportion of visitors during 2019(16%). (Figure 2)Other, 17%Country Park,39%In total 131 participants returned datawith figures for both 2018 and 2019.Based on the estimates provided,HistoricProperties, 8%figures would suggest an estimatedincrease of 3% in the number of visits toattractions from 2018 to 2019.Museums/ArtGalleries, 14%Visitor/HeritageCentre, 16%Full information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction Statistics*Workplaces do not appear in Figures 1 & 2 as theyaccounted for less than 1% of visits to attractions in 2019.3
Figure 3: Top ten visitor attractions 2019 (excluding country parks/parks/forests/gardens)Ballyronan Marina19%Mount Stewart1%Giant's Causeway4%W513%263k239kgardens, there were a reported 7.8 millionvisits to attractions in Northern Ireland during2019.998k277kPickie FunPark1%Excluding country parks/parks/forests andWithin this group the Giant’s Causeway WorldHeritage Site attracted the highest number of394kvisits (1 million).719k413kThe Guildhall12%DundonaldInternationalIce BowlN/A466kDundonald International Ice Bowl attracted thesecond highest number (0.7 million visits).In total the top ten attractions had a reported4.8 million visits in 2019 accounting for 37% ofthe total visits to all attractions during 2019.522k486kDerry's Walls10%Ulster Museum11%Carrick-a-Rede1%*Arrow indicates increase/decrease between 2018 and 2019Full information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction Statistics4
Figure 4: Top ten country parks/parks/forests/gardens 2019Cuilcagh Boardwalk60% Edenvilla Park & Garden5%RowallanePeople's Park 22%84kBallymena131k 99kLagan Valley0%139kRegional ParkDungannon0%Park404k1,328k6%Lagan Valley Regional Park attracted thehighest number of visitors. A reported 1.3million visitors visited the park during 2019.449kHillsboroughForestn/a560kLurgan Park13%During 2019 a reported 5.2 million visits weremade to Northern Ireland country parks, parks,forests and gardens. Visits to the top tencountry parks/parks/forests and gardensaccounted for a reported 5.0 million.The Peace Bridge, attracted the secondhighest number of visitors with a reported 1.2million visits during 2019.1,167k608kThe PeaceBridge20%Portadown People'sPark5%*Arrow indicates increase/decrease between 2018 and 20195Full information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction Statistics
Residency of visitorsFigure 5: Proportion of attraction visitors by place of residence 2019Respondents to the survey were alsoasked to provide information on thecountry of residence of their visitors.69%9%9%13%Based on respondents who replied, areported 69% of visits were made byresidents of Northern Ireland.Therefore, 31% of all visitors wereNIROIGBOutside UK & IrelandFigure 6: Proportion of visitors external to NI by attraction type 2019external to NI. This includes 9% of allvisitors who were from the Republic ofIreland, 9% who were from Great BritainPercentage80and 13% who were from outside the UKand Ireland.7060The proportion of visitors external to NI50by attraction type can be seen in figure40306. Places of Worship attracted the20largest proportion (72%) followed by100Visitor Heritage Centres (70%). Thispoints towards visitors external to NIbeing drawn towards the larger visitorattractions such as Giant’s Causeway inthe Visitor/Heritage Centre category.6Full information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction Statistics
SeasonalityFigure 7: Number of visits to attractions by month 2019 (thousands)Number of visitors(thousands)According to the responding attractions,1,4001,1441,200August was the most popular month,1,000with 1.1 million visits reported. The least800popular month was December with areported 0.5 million visits made during600the n total 127 respondents suppliedinformation on the months attractionsFigure 8: Seasonality of attraction opening 2019were open (partially or fully). ThenumberNumber ofrespondents127130reportedasbeingopen(partially or fully) each month during1252019 varied slightly over the year with120the highest number of attractions being115open110June/July/August (127) and the lowest105number being open in the month of100January epOctNovDecFull information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction Statistics7
EmploymentFigure 9: Employment type 2019RevenuePercentageOf the 95 respondents who suppliedinformation on revenue, 25% reportedrevenue in 2019 had increased whencompared to 2018. Over half (59%)reported similar revenue to the previousyear, while 16% reported that revenuewas down.504540353025Upgrades20A total of 37 attractions indicated theyhad upgraded or made improvementsto their attraction in 2019. The medianspend on upgrades was 35,000 withattractions spending from under 3,000to over 1.2 million.151050Full TimePermanentPart TimePermanentFull TimeSeasonalPart TimeSeasonalUnpaid VolunteersA total of 107 attractions provided information on employment totalling 2,794employees and volunteers in 2019. Around 17% of staff were employed on a full timepermanent basis.Admission chargesOf the 42 attractions responding with information on admission charges in 2019 thehighest admission charge per adult was 25.00 whilst the highest admission chargefor a child was 25.00. The lowest admission charge reported per adult was 2.50while the lowest per child was 1.00.Full information on Northern Ireland visitor attraction statistics can be found at the following link: NI Visitor Attraction StatisticsAdult child ratiosThe average overall ratio of adult tochild visitors during 2019 for respondingattractions (99) was 64% adult to 36%children.8
Background notesIn total 423 attractions across Northern Ireland were invited to participate in the 2019 Visitor Attraction Survey by means of a selfcompletion questionnaire. The list of attractions was obtained from Tourism Northern Ireland (TNI).In 2019 there was a 31% response rate with 135 respondents providing visitor numbers. A total of 7 attractions respondedindicating they were closed; that their numbers were included with another attraction; their visitor numbers were not recorded; orthey were unable to provide visitor numbers to the attraction element of their business. It is important to note that response ratesfell significantly (around 50%) most likely due to the Covid-19 crisis.Respondents to the survey were asked to classify the attractions from a given list of categories and the classifications which theyprovided were used in the analysis of this report.Participants were also given the option for their figures to remain confidential.For the purpose of this research a visitor attraction is defined as:‘. an attraction where it is feasible to charge admission for the sole purpose of sightseeing. The attraction must bea permanently established excursion destination, a primary purpose of which is to allow access for entertainment,interest, or education; rather than being primarily a retail outlet or a venue for sporting, theatrical, or filmperformances. It must be open to the public, without prior booking, for published periods each year, and should becapable of attracting day visitors or tourists as well as local residents. In addition, the attraction must be a singlebusiness, under a single management, so that it is capable of answering the economic questions on revenue,employment etc. and must be receiving revenue directly from visitors’.Details regarding individual attractions (description, address, contact details etc.) may be obtained by visitingwww.discovernorthernireland.com.9
Where this report refers to ‘visits’ to attractions, unless specified as ‘external to NI’ this refers to all visits made to an attraction,regardless of the country of residence of the visitor, therefore including Northern Ireland residents.For the purpose of analysis, the attractions have been classified by types (e.g. country parks/parks/forests, gardens, historicproperties, museums/art galleries, visitor/heritage centres, wildlife/zoo, workplaces and places of worship). The procedure excludedestablishments whose main component is a retail or leisure facility. It is, however, recognised that these facilities do offer asignificant service to both the home market and out-of-state visitors.Visitor figures:Statistics presented in this report are given in good faith on the basis of information provided by proprietors of attractions.It should be noted that respondents to the survey are given the opportunity to revise data supplied in the previous year. Countingmethods for individual Attractions may also change from year to year which might impact on results and patterns over time. Fullinformation on visitors to Northern Ireland during 2019 can be found at NI Visitor Attraction Statistics Additional TablesData revisionsThe information here-in may be subject to revision due to improvements to the survey/analysis methodology or the inclusion of datareturned after the publication date. The figures presented in this bulletin are the most up-to-date available at the time of publication.Full information on the revision of tourism statistics can be found at Tourism Statistics Branch Revisions PolicyA full picture of all tourism activity can be found in the Northern Ireland Annual Tourism Statistics Publication.10
Further informationTables containing data used in this publication can be found at: NI Visitor Attraction Statistics Additional Tables.For more information relating to this publication or if an alternative format is required, please contact us attourismstatistics@nisra.gov.ukMore information on the data quality of tourism statistics can be found at Data Quality Report.Information on the quality of administrative sources can be found at Data Quality Administrative Sources.CopyrightThis publication is Crown copyright and may be reproduced free of charge in any format or medium. Any material used must beacknowledged, and the title of the publication specified.11
Figure 1: Percentage of attractions by attraction category Figure 2: Percentage of visits by attraction category 1 shows the proportion of responding attractions in each category. In 2019, the largest proportion of the 135 responding attractions were Museums/Art Galleries (24%) followed by Country Parks
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