The Association of Visitor Experiences and Attractions (AVEA) Unveils Key Tourism Data Ahead of Its Annual Conference
The Association of Visitor Experiences and Attractions (AVEA) will host its eighth annual conference on 13 and 14 October 2025 in Waterford, welcoming more than 200 leaders from the visitor attraction sector across Ireland.
AVEA Conference 2025: Setting the Stage
The conference, themed Ireland’s Tourism Mosaic of Amazing Places, will explore the resilience, diversity, and challenges facing the sector, alongside opportunities to drive innovation, regional growth, and sustainable tourism.
This year’s conference coincides with the publication of AVEA’s summer snapshot survey. The association records 19.2 million annual visitors, still falling short of pre-pandemic levels of almost 23 million (in 2019). Staffing costs account for 52% of operating expenses, insurance represents 3%, and recruiting guides and front-of-house staff remain a significant challenge, particularly for smaller and regional attractions. Ticket sales make up 46% of revenue, with the median admission price at €11 and median retail spend at €4 per visitor, highlighting the sector’s high overheads and tight margins.
Challenges Facing Ireland’s Visitor Attractions
While tourism in Ireland is in a stronger position than five years ago, global economic uncertainty, rising operational costs, and changing holiday patterns present ongoing challenges. International visitor numbers are down 11% to the end of July 2025, and visitor spend has fallen by 14.75% compared with 2024, according to the latest CSO data, with shorter length of stay being a contributing factor. Two-thirds of attractions reported flat or reduced visitor numbers year-to-date. Attractions outside major tourist hubs continue to rely heavily on the domestic market, and the cost of doing business remains the most pressing barrier to growth, with soaring energy, insurance, food, and maintenance costs placing intense pressure on margins.
In response, AVEA is calling for urgent policy measures in advance of Budget 2026. The sector’s priorities include targeted support for SMEs to offset the cost of doing business, reduction of VAT on admissions to 9%, and strengthened investment in Ireland’s tourism ecosystem. Extending the 9% VAT rate, currently under consideration for food services, to visitor attractions would cost the Exchequer just €15 million in 2026, while delivering substantial benefits to regional economies.
Looking Ahead: Priorities and Policy Needs
AVEA is also advocating for tourism to be fully embedded in enterprise, innovation, productivity, competitiveness, and employment strategies, ensuring the sector can reach its full economic potential. This includes increased budgets for Fáilte Ireland and Tourism Ireland, investment in overseas marketing and new market development, removal of infrastructure barriers such as the Dublin Airport cap, and support for digital innovation, sustainable tourism, accessibility initiatives, and regional SMEs. Minister Peter Burke, with responsibility for Enterprise, Tourism and Employment, is due to publish a new tourism policy in the coming months.
All of these issues will be delved into at the upcoming conference in Waterford, home to AVEA members, including Mount Congreve Gardens, Waterford Treasures, House of Waterford Crystal, and Lismore Heritage Centre, which provides an ideal backdrop for the conference. Delegates will enjoy exclusive access to local attractions, a Sunday Supper at Waterford Treasures in partnership with Taste Waterford, and a gala dinner at Mount Congreve Gardens. The Learning Journey morning will feature workshops, including Theatre Skills for Business with The Abbey Theatre, and an access and inclusion session with Fáilte Ireland.
The conference will feature presentations from international and national speakers, including Donna Speed, CEO of We The Curious in Bristol, Kat Brogan of Mercat Tours in Edinburgh, Mark Kelly, President of AI Ireland, and academics from the University of Limerick Centre for Tourism Policy Research. Tourism Ireland will share insights on emerging overseas markets, while an industry panel will discuss challenges and opportunities facing Dublin.
Catherine Flanagan, CEO of AVEA, said,
“This conference is an essential forum to discuss the latest data from our members, review current performance trends, and set out the sector’s priorities for Budget 2026. Visitor attractions are a vital part of Ireland’s tourism ecosystem, providing 6,000 jobs, supporting regional economies, and creating incredible visitor experiences. By addressing operational costs, enabling competitive pricing, and strengthening tourism agencies, the Government can ensure our attractions continue to thrive and contribute to Ireland’s international appeal.”
“Visitor attractions, particularly those in the regions, are highly seasonal, and we will face quite a challenging autumn/winter when we combine a flat summer season with rising operating costs. Reassurance on measures to provide meaningful support to SMEs, and a solid commitment to the 9% VAT rate to commence on 1st January 2026, would greatly reassure businesses, and send a strong signal that this Government supports and values tourism.”
For further details on the AVEA Annual Conference, see https://avea.ie/conf25/
