The Nordics

The Nordics

Market Performance 

Over 260,000 visitors from the Nordic region visited the Island of Ireland in 2019. 

The Nordic region – Sweden, Denmark, Norway, Finland and Iceland –accounts for one of the highest average spends per visitor. With stable economies and political systems, Nordic consumers are willing and able travellers, collectively taking around 50m overseas trips per annum.  
 
Tourism Ireland’s Nordic office in Copenhagen is active in Sweden, Denmark, Norway, Finland and Iceland. These are in order of priority, with Sweden and Denmark representing the largest prospects in the medium term. We run online activity in all five countries driving to one English language website. We have a very active publicity programme in Sweden, Denmark and Norway and we have relationships with Nordic travel trade in all five countries. We also work with air carriers operating services to Ireland from the region.  
 
The majority of Nordic visitors to Ireland are slightly older (40+) and they are likely to be travelling in couples or with small groups of adult friends. The typical Nordic holidaymaker stays for an average of five nights in Ireland. Nordics are very comfortable speaking English and enjoy meeting and talking with Irish people. City breaks, especially Dublin, are a key attraction for Nordic visitors. They are interested in Ireland's culture and history and enjoy high-quality local food and drink.

Direct Air Access 

Pre Covid 19, direct air access to Dublin was very good with Ryanair, SAS, Norwegian and Finnair operating frequent weekly services year-round from all four Nordic capital cities. Ryanair also operated two regional routes - Gothenburg-Dublin (Sweden’s 2nd city) and Billund-Dublin (second largest catchment area in Denmark) . Due to the huge geographic area of the Nordic region, Nordic travellers are accustomed to taking connecting flights from small regional airports through the main city hubs to reach overseas destinations.

Why should you target this market? 

  • Positive outlook post Covid 19 – Nordic economies been able to weather the global crisis comparatively well. The coronavirus spread has been kept largely under control, and economies reopened quickly and have largely remained open. The safety nets of longstanding welfare states, solid public finances, strong online cultures facilitating working from home, and a large public sector, all have helped to limit the damage so far and consumer confidence remains relatively high. 
  • Higher Revenue - With higher salaries compared to other European markets, Nordics are less price sensitive. They are willing to pay for high quality food and drinks and authentic, uniquely Irish experiences. Of all the short-haul markets they have one of the highest spends per head. Nordic economies expect to recover faster than others after Covid.  
  • Short haul - Direct flights to Ireland from the four main Nordic capital cities are around 2 hours.  
  • English speaking - Nordic visitors are the English-speaking Europeans. They can enjoy a trip to Ireland and engage with local people entirely in English without the need for any translation. Industry partners can appeal to them very easily through English both at home and in market.  
  • Golf - With over 500k registered golfers in Sweden there is good awareness of Ireland’s golf product, especially our links courses which are open longer than most courses in the Nordics. 

How to work with this market 

Tourism Ireland in Copenhagen offers a range of industry opportunities to any industry partners who wish to work with the Nordic market.  

Our Trade Account Executive, Maarit Karkainnen, continues to meet and update our Nordic buyers. We are always looking for new ways to engage with the Nordic travel trade including identifying new online workshops and events where we can offer platforms to Industry Partners.  
 
In the Publicity area, we continue to share inspiring and motivating stories about the Island of Island. Until media visits resume, we are providing story ideas and resources to media platforms to produce ‘desk-based’ content – if you have a story to tell and images to support it please get in touch.  

 In the area of Consumer Marketing we are sharing the highly inspirational content from the #FillYourHeardWithIreland campaign including content created by Industry partners, so we encourage you to join this fantastic global campaign. 

Marketing Activity 

Our social media fan base grew substantially in 2019 – we gained many valuable social connections and increased direct customer engagement. We have 110,000+ Nordic Facebook fans, a steadily increasing number of Nordic followers on our English language Instagram page and 32,000+ GDPR-compliant contacts on our consumer database.  Inspiring photos of beautiful scenery, videos of music and content that has a Nordic connection tend to perform very well. 
  
We will continue to focus on engaging with potential visitors through these platforms in 2020 using the global #FillYourHeartWithIreland campaign as well as local activities. 

Market contact: Peter Maag