AVEA LAUNCHES ITS ANNUAL BUSINESS SURVEY REPORT FOR 2024
- Mixed Outlook for Irish Visitor Attractions in 2025 as Rising Costs and External Pressures Bite
- 60% of Attractions Hold Prices and focus on Delivering Value despite Mounting Business Costs
Ireland’s visitor attractions are facing a mixed outlook for 2025, with a competitive trading environment, rising operating costs, and external pressures challenging growth, according to new figures from the Association of Visitor Experiences and Attractions (AVEA).
In 2024, over 19.3 million visits were recorded to Irish attractions, with many businesses seeing visitor numbers return to pre-pandemic levels. However, rural and regional attractions continue to trail behind their urban counterparts, particularly Dublin-based experiences.
Concerns are mounting over the long-term impact of uncertainty surrounding the passenger cap at Dublin Airport, the key gateway for international visitors. “Connectivity by air has never been better, with 28 gateways in North America alone for summer 2025,” said Catherine Flanagan, CEO of AVEA. “But uncertainty about Dublin Airport’s capacity could lead airlines to seek more reliable alternatives elsewhere — and international visitors might follow.”
Tourism’s Local Impact
The 114 surveyed attractions generated €261 million in revenue in 2023, supporting nearly 6,000 jobs — with much of that income reinvested into local economies through wages and local suppliers. Rising staff costs, now making up 52% of operating costs, reflect increased wage legislation and competition for skilled workers. “Visitor attractions provide sustainable, flexible employment — often in extraordinary settings — but we are experiencing staff shortages, particularly for tour guides and visitor experience teams,” Flanagan added.
Rising Insurance Costs, Flat Pricing
For the second consecutive year, attractions reported an average 12% increase in insurance premiums, with AVEA calling for meaningful insurance reform to relieve pressure on members.
Despite soaring costs, 60% of attractions plan to freeze ticket prices in 2025. The median ticket price remains at just €11.00 (excluding VAT), with a modest median retail spend of €4.00 per visitor.
“Our members are working hard to deliver exceptional value for visitors, despite shrinking margins,” said Anne O’Donoghue, Chair of AVEA and CEO of the Irish Heritage Trust. “However, increasing overheads, including VAT at 13.5%, are making it harder to maintain that value proposition.”
“Making visitor attractions and experiences affordable, accessible and engaging is a top priority for AVEA member businesses,” said Catherine Flanagan, CEO of AVEA.
Challenges in Northern Ireland
Northern Ireland’s attractions are now navigating the first summer of the Electronic Travel Authorisation (ETA) requirement, imposing a £16 visa fee on international visitors. AVEA plans to work closely with Northern Ireland tourism partners to monitor the impact on visitor numbers and cross-border travel.
Outlook for 2025
Looking ahead, 53% of respondents feel positive about the coming year, with Dublin attractions the most optimistic. By contrast, 43% of Northern Ireland attractions expressed concern, particularly over the ETA’s potential to deter international visitors.
While official CSO data shows overseas visitor numbers down 17.5% in early 2024, early signs for 2025 are cautiously optimistic, with positive signals from airlines and tour operators. “Ensuring that visitors spend time beyond our major cities remains a priority,” Flanagan said. “We’ll be closely watching trends in regional tourism and visitor length of stay.”
Recent good weather has also boosted hopes for a strong domestic tourism season, with many attractions welcoming staycationers throughout the summer and into the shoulder season. “There’s an incredible range of experiences to enjoy across the island of Ireland,” O’Donoghue said. “The domestic market is reliable and valued, and we’re ready to welcome visitors from near and far.”
Pictured at the launch of the AVEA 2024 Survey Report: Anne O’Donoghue (Chair), with Síle Boylan, Anne Marie Hallinan and Biddy Hughes (Directors)
