Recruiting guides and front-of-house staff remain a significant challenge, particularly for smaller and regional attractions – just one of the insights from the Association of Visitor Experiences and Attractions (AVEA) summer snapshot survey.
The association has recorded 19.2 million annual visitors, which is still falling short of pre-pandemic levels of almost 23 million (in 2019). Staffing costs account for 52% of operating expenses and insurance represents 3%. 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.
The publication of the survey coincides with the AVEA’s eighth annual conference, set to take place on 13th and 14th October in Waterford, welcoming more than 200 leaders from the visitor attraction sector across Ireland.
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.
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.
Catherine Flanagan, CEO of AVEA, said that: “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.”
CONFERENCE
All of these issues will be delved into at the upcoming conference in Waterford, home to AVEA members, including Lismore Heritage Centre and Mount Congreve Gardens, which provides an ideal backdrop for the conference.
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. Delegates will enjoy exclusive access to local attractions, a gala dinner, workshops, an access and inclusion session with Fáilte Ireland, as well as presentations from international and national speakers.
For further details on the AVEA Annual Conference, see https://avea.ie/conf25/
