New Research Uncovers Top Adventure Trends for Summer 2021
Tourism NI Launches New Interactive Experience To Help You Choose Your Giant Adventure
One third of adults on the island of Ireland say they feel more adventurous than before the pandemic, a survey has uncovered.
With the ebb and flow of recent lockdowns impacting consumer behaviour across the board, new independent research commissioned by Tourism Northern Ireland has found that peoples’ spirit of adventure and discovery has increased.
After a year in lockdown, when asked what they most associate with adventure, one third of adults said ‘freedom’, ‘new experiences’, and ‘exploring’.
Also high on the list of what people associate with adventure were ‘making memories’, ‘discovery’ and ‘nature/wildness’.
The new research also revealed an interesting variety in people’s perception of adventure, with 15% of people associating relaxation more strongly with adventure than adrenaline or action.
Commenting on the results, leading Irish psychologist Dr. Malie Coyne said:
“On a basic human level, we need to feel safe and assured in order to discover new experiences and expand our horizons.
It’s reassuring to see that people are now ready to step out of their comfort zones and discover places we haven’t yet visited.”
With almost half of the Irish population never having visited Northern Ireland, and with almost 4 in 10 research respondents remarking that ‘being somewhere new’ would give them the best sense of adventure, a new campaign has been launched encouraging everyone to capitalise on this spirit of adventure and discover new giant experiences in Northern Ireland, less than a two-hour drive from Dublin.
Dr. Malie Coyne continued:
“It’s great to see that making memories and feeling a sense of freedom are up there in peoples’ minds.
It shows a longing for special moments rather than quick fixes, and appreciating that we can explore somewhere closer to home, like Northern Ireland, can fulfil that need.”
Inspired by these consumer attitudes Tourism Northern Ireland has come up with the perfect solution to help you ‘Choose A Giant Adventure’ and book your next short break in the form of a new interactive video experience.
Through the immersive video experience on Discover Northern Ireland’s website, visitors will go through a captivating visual journey, clicking through a decision tree of attractions that will lead them straight to their ultimate short break.
If seaside is your preference - and you will be one of 40% of adults for whom seaside and coasts are the epitome of adventure - the online platform will take you to your ultimate seascape in Northern Ireland.
Using curated videography and stunning drone footage, visitors can visualise themselves paddle boarding along the River Foyle with Far & Wild, riding the waves at Benone Beach with Long Line Surf School or navigating the rugged coastlines and ravines with Causeway Coast Kayaking.
If you prefer more gentle experiences that still give you a unique sense of adventure, you can listen to artist Adam Turkington from Seedhead Arts guiding you through the funky street art on the cobbled streets of the Cathedral Quarter in Belfast or check out the ‘Derry Girls Afternoon Tea and Tour’ package.
Someone who knows all too well about adventure is professional ‘big wave surfer’ and one of Northern Ireland’s greatest explorers, Al Mennie. Urging people to uncover the corners of Northern Ireland from the mountain peaks to green fields and beautiful waters, Al said:
"As a certified thrill seeker it was inspiring to see the huge interest in outdoor activities and giant experiences such as hiking in the Mournes with Life Adventure Centre and Off-Road Driving and Zip Lining at Todds Leap in Co. Tyrone.
Experiences like these make adventures in Northern Ireland unforgettable, and really, unmissable.”
Fiona Cunningham, Tourism NI ROI Market Manager said:
“Northern Ireland is very compact, meaning visitors can design a short break taking in plenty of experiences on land and by the sea within a short distance of each other while also embracing accommodation offerings from glamping to luxury city stays.
Over 24-48 hours you can cover many locations and really mix and match your itinerary to suit your personal sense of adventure.
With the research showing a huge appetite for trying something new and a little bit different, we wanted to build a platform that would immerse people in these experiences so they can make the best choices for their short break, whether that be with friends, a partner or family, at the click of a button.”
Play the interactive video experience and Discover Northern Ireland here.
You can also enter a competition to win your ultimate stay in Northern Ireland.
With many places less than two hours from Dublin, you're just a click away from a giant adventure in Northern Ireland.
