AVEA conference attended by over 220 delegates in Waterford
On 13-14 October, the city of Waterford welcomed more than 220 leaders from Ireland’s tourism and hospitality sector for AVEAconf25, the annual national gathering of the Association of Visitor Experiences and Attractions. The annual conference, a gathering of members and wider tourism sector stakeholders, shines a spotlight on Ireland’s growing visitor economy and the central role attractions play in shaping the country’s tourism offer.
The 2025 conference theme, “Ireland’s Tourism Mosaic of Amazing Spaces,” explored how innovation, leadership and sustainability are driving change in the industry. Over two days, delegates took part in keynote sessions, panel discussions and learning journeys across some of Waterford’s leading attractions, including Mount Congreve Estate and the House of Waterford Crystal. The programme included networking events designed to foster collaboration across the sector.
Catherine Flanagan, CEO of AVEA, said the conference comes at an important moment for Irish tourism. Visitor experiences and attractions are at the heart of how Ireland tells its story to the world. “Our members welcome 20 million visitors a year, and are key drivers of the tourism economy, particularly in the regions. This year’s AVEA conference brought together a remarkable range of operators and partners to share ideas, explore challenges and celebrate the diversity of Ireland’s tourism offering. Waterford is the perfect stage to do that – a city that blends history, creativity and innovation.”
Highlights of the conference included expert-led discussions on themes including artificial intelligence, strategic resilience, marketing trends and sustainable practice. A ground-breaking piece of research by the National Centre for Tourism Policy Studies at the University of Limerick reported to delegates on how an ongoing study of visitor flow to the Cliffs of Moher is being used by Clare County Council to improve the visitor experience, and to widen the tourism benefits across the county. “Over one million people, representing more than 100 nationalities, have visited the Cliffs so far this year. This longitudinal research model has significant potential for other local authorities and tourism hotspots to learn from,” says Flanagan.
Guest speakers included CEO of Bristol’s We The Curious science and discovery centre, Donna Speed; Kat Brogan, MD of Edinburgh’s Mercat Tours; and AI evangelist Mark Kelly. Carmel Scott from Tourism NI reported on the positive experience for the tourism economy in hosting The Open at Portrush in 2025, and shared some learnings to help businesses prepare for the 2027 hosting of The Ryder Cup at Adare Manor.
The social programme of the conference provided an opportunity to showcase the excellence of local food produce. The Taste Waterford collective hosted a super supper in the Medieval Museum, in the heart of the Viking Triangle, which was highly praised by the delegates for the quality of food and the uniqueness of the location, while the gala dinner for 190 was expertly hosted at Mount Congreve Gardens for which chef JB Dubois created an exquisite seasonal menu. An elegant cocktail reception took place in the sparkling setting of the House of Waterford, in partnership with Teeling Whiskey. “Working with all the fantastic ambassadors, in particular Sara Dolan, CEO of Waterford Treasures, and everyone in Waterford City and County Council, Visit Waterford, Taste Waterford, who guided and supported us, meant we were able to create a unique programme that combined business, learning, and enjoyment that showcased the very best of Waterford’s rich culture and heritage,” said Catherine.
For more information on this event visit avea.ie/conf25
