Kilkenny set to host Ireland’s largest gathering of visitor attraction operators

Ireland’s largest gathering of visitor attraction operators is set to take place in Kilkenny, with the 7th annual AVEA (Association of Visitor Experiences and Attractions) Conference planned for October 13 to 15 at the Kilkenny Ormonde Hotel.

AVEA is the collective voice of the sector, with members ranging from the Guinness Storehouse to Fanad Lighthouse, and provides a strong voice in tourism for businesses operating as Visitor Attractions and Visitor Experiences that entertain and engage visitors in Irish heritage and culture.

Speaking of the upcoming conference Catherine Flanagan CEO at AVEA says, “This year the owners and operators of Ireland’s leading visitor attractions will gather to discuss how the industry can drive further visitor numbers and future-proof their businesses under the theme of ‘Innovation - Agility – Inclusion.’ Several experts in each of these areas will share their expertise and knowledge with our conference delegates as we continue to work towards innovation, how to be more agile and inclusive as an industry.”  Delegates will take part in guided Learning Journeys, visiting Kilkenny attractions including the Butler Gallery, St Canice’s Cathedral, and Kilkenny Castle.

The conference’s leadership panel will include Tourism Ireland CEO Alice Mansergh, Failte Ireland’s Jenny De Saulle, Chief Executive at Irish Tourism Industry Confederation Eoghan O’ Mara Walsh, CEO at Tourism Northern Ireland John McGrillen.

In addition to the leadership panel, the international speakers include Ciaran Connolly founder of ProfileTree, Laura Magee, CEO, of Thoroughbred Country, Nik Wyness, Head of Marketing, the Tank Museum, Dorset, Alison Bowyer, Executive Director, Kids in Museums, Eleanore Hutch and Kat Riddell, Diageo Brand Homes, Kathryn Havelock, Board Member, VocalEyes, Michael Faley, Sector Lead for Travel, Google, Gary Farrington, Senior Partner Manager EMEA, Expedia Group, Rachel Kuhn, Senior Director, BOP Consulting and Anne O'Donoghue, CEO, Irish Heritage Trust. 

Visitor numbers to Ireland’s leading visitor attractions in 2023 are still lagging behind pre-pandemic times says Ireland’s Association of Visitor Experiences and Attractions (AVEA) based on its most recent industry survey.

Figures just published in the industry research survey by AVEA detail that some 18.1 million visitors enjoyed a visit to an Irish visitor experience or attraction during 2023; this compares to significantly more than in 2022 but still well below 22.9 million visitors in 2019. The 2023 figure is 6% below the 2019 total however AVEA members noted that it was a strong performance given that Ireland’s inbound tourist numbers in 2023 were still about 35% below that recorded in 2019, showing that the domestic visitor market is hugely valuable for AVEA members.

Given this reliance on the domestic visitor market, CEO of AVEA Catherine Flanagan says, “There is no doubt that, while the pandemic is in the rear-view mirror, we are still in a period of transition. 2023 was considered the first ‘full’ year of tourism where aviation connectivity was restored to pre-pandemic levels; however, the ‘staycation’ market segment is still one that is of vital importance to Ireland’s visitor attractions.”

AVEA member visitor attractions employ over 6,400 people and generated an estimated €362 million in revenues in 2023, a very high proportion of which flowed into their local economies in wages and purchasing of goods and services. Staff costs account for the largest share of operating costs at 49%, a proportion that is forecast to increase significantly as the ripple effect of successive changes to wage legislation take hold. There was an increase of just over 5% in average ticket prices to enter attractions reaching a median of €11.32, net of VAT and on the other hand, the average retail spend per head fell by 8% to €4.70 while the majority of survey respondents also experienced an increase in insurance premiums, the average being about 12%.

Catherine says, “Benchmarked internationally, Irish visitor attractions provide excellent value for money, and it is clear from our findings that our median yield is extremely modest.  Our challenge, as year-round businesses that operate in a highly seasonal sector, is to increase visitor numbers year-round, and external factors are making this extremely difficult.  Costs are up significantly. The current VAT rate exacerbates this and it is certainly proving to be a barrier for our sector. We are dealing with increased costs of doing business on all fronts which must be balanced against the value proposition that attractions can offer to visitors living in a ‘cost of living’ crisis.”

A highlight of the conference is sure to be the Gala Dinner at St Canice’s Cathedral, which expects to welcome over 150 of Ireland’s tourism leaders.  St Canice’s will be showcasing the illuminated Book of Ossory, which is on display in its new home for the first time in its 700-year history.

For details on the upcoming AVEA conference see www.avea.ie