Delivering for our Members & Sector
It’s been a busy year since AVEA was established in September
2017. Our next business calendar year commences in
September 2018, so by joining now you can participate in the
events we are planning for the Autumn with our first Forum
meeting of the membership year taking place in October.
Here’s a snapshot of the Association’s achievements during
our first year of business!
Membership
Members are the lifeblood of the Association and to have 76
active members on board in our inaugural year demonstrates the appetite that exists
for AVEA and a sectoral representation body. We are proud of this achievement and
the mix of members in type and scale has been a winning formula in shaping our
strategy for the future. We are an all-island representative Association, one of the few
that exist in Irish Tourism. Growing the Association and its ability to influence change
and deliver meaningful outcomes for members and their businesses is key to the
success of AVEA.
How we are meeting our objectives
We have four key objectives as a representative Association.
1. Forum for networking
2. Representing the Attractions & Visitor Experience Sector
3. Conduct research and share data
4. Professionalise the sector
These are the key pillars of our strategy and the basis on
which we have built our activities todate.
The following is a snapshot of how we have worked to meet
our objectives so far and will be continued and developed
further in year two.
1. Forum for networking
Members have highlighted this as a key benefit of membership.
The forums we provide for members to engage and share
knowledge, advice and information has been hugely effective.
• We provide quarterly members Forum meetings. The networking pre/post these
meetings provides additional opportunities to network outside of the main meeting
structure and all meetings have formal agendas with topics that the members and board
highlight as being those to advance by the Association
• AVEA Annual Conference – 2018 was a terrific success in Croke Park with a full day
packed with interesting speakers who shared great insights and food for thought.
Our networking evening prior to the conference day in the Gravity bar in Guinness
Storehouse was a very sociable affair attended by delegates, invited speakers, our
AVEA partners and invited tourism industry guests. Our plans are already underway
for the 2019 Conference that will take place over two days in October with even more
international speakers. The Conference is free for AVEA members.
• All meetings include presenters on specific topics that members have expressed
interest in to assist in the development of their businesses
• Members have access to a private LinkedIn Forum to share ideas and information
on an ongoing basis
• AVEA website provides members with a full page profile on their business
• Meeting AVEA Partners and having access to them.
2. Representing the Attractions & Visitor Experience Sector
AVEA is the sectoral representative Association and member of ITIC – The Irish
Tourism Industry Confederation. ITIC is the umbrella group for the Tourism Industry,
comprising all of the key sectoral representative associations. Our seat at this table now
ensures that the voice of our sector is heard and included in the advocacy ITIC provides
to Government. We are now key contributors to all aspects of ITIC’s work and AVEA
were key contributors to the ITIC 2025 Strategy for Irish Tourism.
• AVEA has been welcomed and keenly supported as a strategic Partner by Fáilte
Ireland. Through the formal agreement we have established, we meet quarterly to
share insights and explore opportunities to support the needs of Visitor Attractions and
Experiences.
• The governments Tourism Policy 2025 is being reviewed to devise key actions for its
Phase II. AVEA is represented on the working group established to lead this review.
• Our board and executive are invited to actively engage in industry working groups
where strategy and policy are formulated. These include Fáilte Ireland destination
brand working groups, Tourism Ireland central marketing partnership and Fáilte Ireland
sustainable tourism employment group.
• AVEA have developed a relationship with ALVA – Association of Leading Visitor
Attractions in the UK and, through our members who have membership of
international groups such as IAPPA, we create greater opportunity for the sharing of
knowledge, insights and benchmarking at a global level.
3. Conduct research and share data
AVEA Membership Annual Survey 2017: AVEA will conduct this research annually
and the output as can be seen in the info graphic enclosed and the full report on our
website is invaluable to membership in terms of benchmarking and to the Association
in advocating for the sector’s importance and value within the Tourism Industry.
• No other research of its kind is available nationally and there is much more we can do to
improve the findings with greater membership participation
• This research enables valuable data sharing for sector benchmarking, case making
& guiding the Association’s focus for training support
• Sharing the report with Fáilte Ireland enables us to make informed input in the development
of further research and the planning of supports for the sector
• Sharing the findings with ITIC, industry representative groups and Government departments
to highlight the importance of the sector in Irish Tourism.
4. Professionalise the sector
AVEA, through our partnership with Fáilte Ireland, communicates the areas of
greatest need and support for the sector. Fáilte Ireland has developed an ongoing
programme of supports that we ensure AVEA members are aware of and have
access to.
In 2017/2018 we provided access to
• Fáilte Ireland Attractions Research and Insights conducted in 2016. This will again
be conducted in 2019
• Fáilte Ireland Capacity Pricing & Revenue Management
• Pilot Programme on Quality Assurance & Benchmarking Project
We use our Forum and Conference to provide supports and insights to inform
members of best practice and communicate regularly with members on market
intelligence and industry data. In 2019 we will focus on the areas of retail
management and through our working sub-groups identify other aspects of
business in which to develop additional advice and supports
• Member-specific training courses and access to all Fáilte Ireland seminars in
advance of general promotion
• Members networking provide learnings and sharing of know how amongst each
other that would not be available so readily otherwise.
The Future
It’s exciting times for AVEA. We have achieved much in our first year and know that
the foundations are now in place for the Association to prosper and grow. No other
new sectoral Association has grown at the pace we have in 2018 and our sights are
firmly set to:
• Continue to grow members
• Increase awareness of the Association
• Create more networking opportunities & events
• Develop & undertake meaningful research to benefit members
• Address issues and build opportunities
• Listen to our members & deliver on AVEA core objectives and mission
Our structure is
Led by a board of nine committed Directors,
chaired by Paul Carty, who give freely of their
time. The board meet almost monthly to drive
the Association activities and work programme.
• Working groups have been formed by the board to drive key issues that have
been highlighted and agreed by all members at our quarterly Forum meetings.
• The working groups formed thus far focus on
- Education, skills and training
- Technology
- Events and Annual Conference
- Sectoral Development
- Research & Insights
• AVEA secretariat is led by Ruth Andrews,
Special Advisor and supported by our recently
appointed part-time administrator Catherine
Flanagan who assist in the development and
implementation of the strategy, activate the
tasks required by the board and engage with members on an ongoing basis.
Quarterly Forum meetings are organised to provide a platform for networking
and sharing insights through invited speakers
• Online Forum has been created through LinkedIn (private AVEA group) to
enable members to network with one another outside of formal meetings
Our structure is enabled and funded through membership fees, Fáilte Ireland
support and AVEA Partnership Programme.
Partnership Programme
The AVEA board has invited companies who supply and
work with the sector to partner with the Association.
Their support is greatly valued and provides them and
members with a platform to engage. We have nine
strategic partners in 2018 and the AVEA board will
continue to invite suitable further Partnerships in 2019.
