AVEA publishes strategy document 2027-2031 at AVEAconf26
Staff costs make up 54% of visitor attractions’ operating spend as AVEA launches five-year plan
New strategy promises a cost index, AI training and sector benchmarking data
Dublin, 19 October 2026: Staff costs account for 54% of what visitor attractions on the island of Ireland spend to operate, according to AVEA’s most recent business survey. The Association of Visitor Experiences and Attractions says the sector needs deeper analysis of costs, and better tools to compete.
AVEA’s five-year strategy, launched today at its annual conference at the National Gallery of Ireland, sets out three early priorities:
- The AVEA Dashboard for Decision-Making, which will bring sector data and benchmarks into one place so attractions can see how they compare.
- AIDA, the AVEA AI Digital Academy, to help members use AI and digital tools as visitors increasingly rely on them to decide where to go.
- A Cost of Doing Business Index to track what attractions are paying, and give AVEA hard evidence for engagement with government agencies.
AVEA CEO Catherine Flanagan said: “Visitor numbers alone don’t tell you whether an attraction is doing well. When we consulted with members and stakeholders, three top priorities emerged: better data, AI tools and digital competency, and a continued focus on cost of business pressures.
“That’s why we’re building a dashboard to help attraction businesses benchmark against each other, and to identify the key metrics of success.”
AVEA Chair Anne O’Donoghue said: “Attractions are vital to Ireland’s tourism offering, and most are open year-round, welcoming visitors in every season, in every part of the country. But costs such as wage bills, insurance, and repairs and maintenance, especially in heritage buildings, are challenging the bottom line. Building resilience for the future, with data-based decision-making and a deeper knowledge of how AI Is used by our visitors, has to be a strategic priority for the association.
“A site can be busy but operating on wafer-thin margins, and we must continually invest and innovate to ensure visitors can find us and enjoy us.”
The Association expressed disappointment that the 9 percent Vat rate was not extended to attractions tickets in the recent Budget. “Extending the lower Vat rate – which is 9 percent for food service businesses – to visitor tickets would have been a strong signal of government support for small and medium tourism businesses consistently delivering year-round value for money in the face of ever-rising costs,” said Ms Flanagan.
The strategy was launched at the conference by Ms O’Donoghue and Vice Chair Biddy Hughes. The conference, Beyond the Visit: Storytelling for Success in Visitor Attractions, also heard from Fáilte Ireland’s Orla O’Keeffe and Google Travel’s Rory Griffin on how AI is changing the way visitors search and book.
According to its most recent survey, AVEA’s 140 members, which include the Guinness Storehouse, Kylemore Abbey and Blarney Castle, welcome more than 25 million visitors a year. ““The indication so far for 2026 is that overall numbers have been flat, which makes it all the more important that we plan ahead. This strategy gives attractions the tools to make smarter decisions, reach visitors where they’re searching, and build businesses that will thrive for the next five years and beyond,” said Ms O’Donoghue.
ENDS
Notes to editors
- AVEA is the trade association for visitor attractions and experiences on the island of Ireland. Founded in 2017, it has more than 140 members, from the Guinness Storehouse and Cliffs of Moher to Fanad Lighthouse and the Dunbrody Famine Ship.
- The three initiatives are planned priorities and are not yet operational.
- Survey figures relate to 2025 and were previously published: https://avea.ie/reports/
- Conference: Monday 19 October, 9.15am to 5.15pm, National Gallery of Ireland, followed by an evening event at the Guinness Storehouse. Full programme at www.avea.ie/conf26.
- Media contact: Catherine Flanagan, CEO, cflanagan@avea.ie, +353 85 862 1730.
