Association of Visitor Experiences and Attractions calls for urgent policy measures to revive Irish tourism sector
The Association of Visitor Experiences and Attractions (AVEA) is preparing to convene its eighth annual conference in Waterford on 13 and 14 October 2025, gathering over 200 key figures from Ireland’s visitor attraction sector. Under the theme Ireland’s Tourism Mosaic of Amazing Places, the event aims to tackle the resilience, diversity, and challenges faced by the sector, while exploring innovation, regional growth, and sustainable tourism. The conference, coinciding with the release of AVEA’s summer snapshot survey, it provides timely insights into the current state and future direction of tourism in Ireland.
According to the AVEA’s latest figures, Ireland’s visitor attractions welcomed 19.2 million visitors in the past year, still lagging behind pre-pandemic levels of nearly 23 million in 2019. The sector continues to grapple with high operating costs, with staffing expenses accounting for over half of total outlays. Recruiting front-of-house staff and guides is particularly difficult for smaller and regional attractions. Ticket sales remain a critical revenue source, constituting 46% of income, with the median admission price standing at €11, while median retail spend per visitor is €4—reflecting tight margins amidst soaring overheads.
Tourism in Ireland stands on a firmer footing than five years ago but faces several persistent headwinds. National statistics from the Central Statistics Office reveal a worrying 11% drop in international visitor numbers through July 2025, coupled with a 14.75% decrease in visitor spend compared to 2024. Shorter stays are also contributing to the downturn. Most strikingly, two-thirds of attractions report static or declining visitor numbers this year. Attractions located outside major urban tourist hubs remain heavily dependent on the domestic market. The cost of doing business—especially energy, insurance, food, and maintenance—continues to squeeze profit margins, posing a significant barrier to growth.
In response, AVEA calls for urgent policy interventions ahead of Budget 2026. Key measures sought include targeted support to help small and medium-sized enterprises (SMEs) offset rising operational costs, a reduction in VAT on admissions to 9%, and stronger investment in Ireland’s tourism infrastructure. The association highlights that extending the 9% VAT rate, currently under consideration for the food service industry, to visitor attractions would entail a relatively modest Exchequer cost of €15 million in 2026 but could deliver substantial economic benefits across regional economies.
Beyond fiscal measures, AVEA advocates for tourism’s full integration into enterprise, innovation, productivity, competitiveness, and employment strategies to unlock the sector’s full economic potential. This calls for increased funding for agencies like Fáilte Ireland and Tourism Ireland, expanded overseas marketing and new market development initiatives, removal of infrastructural constraints such as the Dublin Airport passenger cap, and enhanced support for digital innovation, sustainable tourism efforts, accessibility, and regional SMEs.
The Waterford-hosted conference will serve as an ideal platform to explore these issues, with AVEA members like Mount Congreve Gardens, Waterford Treasures, House of Waterford Crystal, and Lismore Heritage Centre providing a rich local backdrop. Delegates will benefit from exclusive visits to these attractions, alongside engaging experiences like a Sunday Supper in partnership with Taste Waterford and a gala dinner at Mount Congreve Gardens. The Learning Journey programme includes practical workshops such as Theatre Skills for Business by The Abbey Theatre and an accessibility session with Fáilte Ireland.
The event will feature presentations from prominent figures, including Donna Speed, CEO of Bristol’s We The Curious; Kat Brogan of Mercat Tours, Edinburgh; Mark Kelly, President of AI Ireland; and experts from the University of Limerick’s Centre for Tourism Policy Research. Insights into emerging overseas markets will be provided by Tourism Ireland, while an industry panel will address challenges and opportunities, particularly concerning Dublin’s visitor ecosystem.
Catherine Flanagan, CEO of AVEA, emphasised the conference's critical role in shaping sectoral priorities and policy advocacy for the coming year. Speaking ahead of the event, she highlighted, “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.” She also warned of a challenging autumn and winter as the sector faces a flat summer season compounded by rising 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.”
As Ireland’s visitor attractions navigate a complex environment marked by shifting patterns and financial pressures, the insights and discussions arising from AVEA’s conference will be essential in charting a path toward resilience and sustainable growth in the sector.