Perceptions of Derry~ Londonderry
Northern Ireland
UK City of Culture
2013
Perceptions of Derry~Londonderry, UK City of Culture 2013
Feedback on the perceptions of Derry~Londonderry UK City of Culture 2013 –
NITB Industry and Consumer Barometer Survey Results
NITB included a number of questions regarding the perceived impact of Derry~Londonderry UK City
of Culture in two recent surveys:


NITB’s Leisure Consumer Barometer survey 2013 Wave 2 comprising a sample of 1,000
interviews in both NI and ROI, representative of the adult population in each respective market.
Fieldwork was conducted between 15th and 29th August 2013.
NITB’s Tourism Industry Barometer 2013 Wave 2 comprising 600 on-line interviews with tourism
businesses in NI during September
Consumer Feedback
Awareness of the UK of City of Culture was very high in August among NI residents (88%), In ROI,
two fifths of residents (40%) were aware of the event taking place in NI, with awareness higher in
border counties and Dublin. The following views are based on those who were aware that the event
is taking place in NI.
The NI and ROI markets agree that the Derry~Londonderry UK City of Culture 2013 will help put NI
on the tourist map by enhancing the perceptions of the tourism potential of Northern Ireland.
It will improve NI's reputation as a destination for
tourists
NI market
29%
ROI market
52%
35%
0%
20%
12% 3%
49%
40%
60%
8% 5%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
100%
Source: NITB NI and ROI Consumer Barometer

Over 80% in both markets felt that it would improve NI’s reputation as a destination for tourists
with a similar majority recognising that it would also improve our reputation as a place that can
hold major events.
Perceptions of Derry~Londonderry, UK City of Culture 2013
It will improve the reputation of NI as a place that can
host major events
NI market
32%
ROI market
34%
0%
20%
51%
12% 3%
50%
40%
60%
9% 5%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
100%
Source: NITB NI and ROI Consumer Barometer
Furthermore, they also believe that the City of Culture impact goes beyond tourism, helping to
create a legacy of an improved image and changed perceptions not just of Derry/Londonderry but
the country itself conveying the message that Northern Ireland is confidently moving on.
Choosing Derry/Londonderry as the Uk City of Culture in
2013 demonstrates that people from outside NI feel that
NI is confidently moving on
NI market
31%
ROI market
47%
37%
0%
20%
13%
46%
40%
60%
11% 4%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
Perceptions of Derry~Londonderry, UK City of Culture 2013
5%
100%
It makes me feel differently about Derry/Londonderry
NI market
17%
ROI market
37%
21%
0%
20%
42%
20%
40%
20%
19%
60%
5%
11% 6%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
100%
Source: NITB Consumer Barometer
It makes me think differently about NI
NI market
18%
ROI market
23%
0%



41%
20%
41%
20%
40%
17%
22%
60%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
3%
8% 5%
100%
The prevalent view in both the domestic and ROI markets was that the selection of
Derry/Londonderry as UK City of Culture demonstrates that people outside NI think that NI is
confidently moving on (around 80% in agreement).
Not only did the majority agree that it made then think differently about Northern Ireland, but
the positive impact that UK City of Culture has also had on perceptions of Derry~Londonderry is
evident within both markets.
Almost two thirds of ROI agreed that it made them think differently about Derry~Londonderry,
and over half of respondents in NI also agreeing .
Civic Pride
Furthermore, despite the UK City of Culture only taking place in Derry~Londonderry, it has
engendered a sense of civic pride among residents across Northern Ireland. Two thirds of those who
were aware of the event reported that it made them feel more proud of Northern Ireland.
Perceptions of Derry~Londonderry, UK City of Culture 2013
It makes me feel more proud of my country
NI market
22%
45%
0%
20%
40%
21%
60%
9%
80%
strongly agree
tend to agree
neither
tend to disagree
strongly agree
don't know
100%
Source: NITB Consumer Barometer
NI Industry View
The tourism industry shares the view that, so far, the 2013 UK City of Culture has delivered a
significant positive impact, with recognition that the benefit is not just felt by Derry~Londonderry.
Q15 "Derry~Londonderry is the UK City of Culture for 2013.
What impact this year, if any, do you think this is having on
generating tourism revenue for:"
Significant positive impact
Slight positive impact
No impact
Slight negative impact
Significant negative impact
Don't know
Derry~Londonderry
Other parts of
Northern Ireland
Your business
57%
8%
5%
0%



17%
41%
9%
28%
16%
20%
71%
20%
40%
60%
16%
5%
80%
100%
87% of tourism businesses from the North West felt a positive impact on tourism revenue
Significantly, 49% felt that other parts of NI had also benefited, expressed by nearly half of
respondents from Belfast (47%), North East(46%) and South East (49%). Those in the South West
were most likely to perceived that benefits would spread beyond Derry~Londonderry
Overall one fifth reported a direct financial benefit to their own business so far
Most importantly, the industry also endorsed the legacy effect of the UK City of Culture for future
tourism growth. They appreciate the role it will play in raising the reputation of Northern Ireland.
Perceptions of Derry~Londonderry, UK City of Culture 2013
Q16 "What long-term impact, if any, do you think that
hosting the UK City of Culture will have on:"
Significant positive impact
Slight positive impact
No impact
Slight negative impact
Significant negative impact
Don't know
Future growth of tourism
in Northern Ireland
Future growth of your
tourism business revenue
23%
8%
54%
34%
Improving the reputation
of NI as a place that can
host major events
39%
Improving the reputation
of NI as a place that is
confidently moving on
37%
0%


20%
10%
47%
10%
47%
7% 6%
47%
40%
60%
13%
9% 7%
80%
100%
Widespread recognition that it’s legacy not only significantly impacts on Northern Ireland’s
reputation as a place that can host major
butNITB
alsoTourism
greatly Industry
improves
our reputation as a place
Source:
Barometer
that is confidently moving on.
Affirmation of the potential impact on the future growth of tourism in Northern Ireland as
recognised by over three quarters of industry translates into an albeit smaller, but
significant proportion, who anticipate a long term positive impact for their own tourism
business.
NITB is in the process of completing full evaluations of the 5 City of Culture Events funded by NITB





Return of Colmcille
Fleadh Cheoil
Walled City Tattoo
Lumiere
Turner Prize
These will measure impacts such as perceptions, civic pride and return on investment. Reports will
be available in due course.
Perceptions of Derry~Londonderry, UK City of Culture 2013