The Association of Visitor Experiences and Attractions will host its eighth annual conference in Waterford on October 13 -15
The Association of Visitor Experiences and Attractions (AVEA) will host its eighth annual conference this October in the lively Viking city of Waterford, bringing together over 200 delegates from across the island of Ireland. Themed Ireland’s Tourism Mosaic of Amazing Places, the event will explore the diversity, resilience, and innovation shaping Ireland’s visitor experience sector at a time of global uncertainty.
Waterford, home to a cluster of AVEA members, including Mount Congreve Estate, Waterford Treasures, House of Waterford Crystal, and Lismore Heritage Centre—will serve as a dynamic backdrop for this year’s gathering.
A Destination-Curated Experience
“When selecting our conference venue, we aim to create a programme that’s deeply rooted in the local tourism ecosystem to create something really special,” said Catherine Flanagan, CEO of AVEA.
“Delegates will enjoy exclusive ‘behind the velvet rope’ access to standout attractions and engage with local partners to experience Waterford’s unique hospitality. We’re especially excited about our Sunday Supper ‘Night at the Museum’ at Waterford Treasures, curated in partnership with Taste Waterford to showcase regional food and producers and our gala dinner in the historic charm and natural beauty of Mount Congreve Gardens.”
Learning Journeys
A highlight of the programme is the Learning Journey morning, where delegates can choose from a range of masterclasses and interactive sessions. “These learning elements foster openness and knowledge-sharing, which in turn build a strong spirit of collaboration and camaraderie,” said Flanagan. This year will see a Theatre Skills for Business workshop to be delivered by Ireland’s national theatre, The Abbey, as well as an access and inclusion workshop with Fáilte Ireland. Delegates will also be able to enjoy complimentary visits to local attractions, and to try out Visit Waterford’s newly launched digital trail and AR experience.
Global Insights and Cutting-Edge Innovation
The conference will feature a stellar lineup of speakers, including:
- Donna Speed, CEO of We The Curious, Bristol’s science and discovery museum
- Kat Brogan, Managing Director of multi award-winning Mercat Tours, Edinburgh
- Mark Kelly, leading commentator and President of AI Ireland, who will explore how artificial intelligence can transform marketing, digital innovation, and operational efficiency in tourism
- Clare County Council/University of Limerick Professor Jim Deegan, Ernesto Batista Sánchez, and Geraldine O’Rourke will share details of their large-scale research programme which has delivered game-changing insights
- Tourism Ireland will also present exclusive research on emerging opportunities in key overseas markets, with actionable insights for attraction managers and marketers.
Celebrating Waterford’s Tourism Renaissance
Anne O’Donoghue, Chair of AVEA and CEO of the Irish Heritage Trust, expressed pride in welcoming the conference to her native county.
“Waterford has undergone a remarkable tourism transformation, especially with the success of the Waterford Greenway—a scenic, strategic, and sustainable triumph, and the extensive investment under way in the city. I’m thrilled to share the treasures of the Déise* with colleagues from across Ireland.”
A Mosaic of Experiences
Representing over 130 attractions — from the Tower Museum in Derry-Londonderry, the Guinness Storehouse in Dublin to Valentia Island Lighthouse in Kerry — AVEA celebrates the rich tapestry of Ireland’s tourism offering. “The incredible diversity of our members is the inspiration behind this year’s theme,” said Flanagan. “Each attraction, large or small, contributes to Ireland’s appeal and leaves a lasting impression on our visitors. Together, we form a mosaic of unforgettable places.”
Further Information
The conference will welcome visitor attraction managers, marketers, designers, creators, suppliers, and representatives from local authorities and Government agencies—united in their mission to elevate Ireland’s visitor experience sector.
Registration is open now at https://avea.ie/conf25/, and non-members are welcome to attend. Contact Catherine Flanagan [email protected] +353858621730
*Déise is an ancient name for the county and people of Waterford.
