This year’s #AVEAconf25 took place in the historic city of Waterford on Monday 13th and Tuesday 14th October.

At the convergence of the ‘Three Sisters’ rivers, Waterford City is characterised by narrow streets, lively public areas, and a cluster of cultural and heritage attractions. The conference theme was ‘Ireland’s tourism mosaic of amazing places’, and the programme included speakers on AI, leadership, and business resilience.

Journalist Sarah Carey once again acted as MC for proceedings.

For early arrivals, a special Sunday evening supper was an ideal way to meet other delegates and break the ice over some great local food.

Monday morning saw our annual ‘Learning Journey’ elements, incorporating visits to some fantastic AVEA members in the locality.

Welcome lunch on Monday 13th preceded the start of our plenary sessions, which took place at the Tower Hotel on The Mall.

A Gala Dinner on Monday night was a very special occasion, taking place in the newest jewel of the Waterford attractions crown – Mount Congreve Estate, with a drinks reception at the House of Waterford Crystal before departing by coach.

Our plenary session resumed at 9.00am on Tuesday 14th, wrapping up with a farewell lunch.

Sunday Supper/food partnership – A Showcase Supper to Remember in Waterford

AVEA was thrilled to collaborate with Richard Povey and the Taste Waterford collective of food producers and restaurants to deliver a truly memorable Showcase Supper during the Annual Conference.

Curated by Jon Toy, owner of Meat Jon and co-founder of The Butcher’s Table, the evening celebrated the very best of Waterford’s culinary tourism experience. Local stars including Seagull Bakery, Mara Restaurant, and Mezze came together to create a feast that highlighted the county’s rich culinary talent.

Guests were welcomed with a refreshing strawberry daiquiri crafted by 7th Raven, enjoyed in the atmospheric Undercroft of the Medieval Museum. This remarkable 13th-century space, once a wine vault, set the perfect tone for an evening steeped in history and flavour.

Throughout the night, the team from Waterford Treasures Museums shared captivating stories of Ireland’s oldest city and its Viking heritage. In a true “night at the museum” experience, delegates explored the galleries after hours, adding an exclusive cultural dimension to the supper.

This unforgettable evening was made possible thanks to the passion and collaboration of Taste Waterford members, the dedication of Richard and Jon, the support of Waterford Treasures — especially the Medieval Museum — and the Economic Development division of Waterford City and County Council.

It was the perfect introduction to the hospitality, heritage, and food excellence that make Waterford such a special Irish food tourism destination.

Learning Journeys at the AVEA Annual Conference

A key component of the AVEA Annual Conference is learning, professional development, and knowledge‑building. Beyond the plenary sessions, our Learning Journeys give delegates the chance to step away from the office and immerse themselves in new ideas, surrounded by peers from across the tourism sector. This year’s journeys were especially memorable, making full use of Waterford’s outstanding visitor experience spaces.

Theatre Skills for Business

The first workshop to book out was Theatre Skills for Business, expertly led by Phil Kingston of The Abbey Theatre. Exploring story arcs, language, and body performance, participants role‑played scenes to uncover compelling narratives and sharpen their presentation skills. Thanks to Derek Corcoran of Garter Lane Theatre, the session took place in a professional theatre setting—an inspiring backdrop for testing performance techniques.

Immersive Heritage Visits

Other delegates enjoyed complimentary visits to Reginald’s Tower, the House of Waterford, and the Waterford Treasures museum cluster. To navigate between sites, participants used the innovative Waterford digital trail tool, with creator Adele Keane of Imvizar on hand to guide them. This strand blended heritage, technology, and storytelling to showcase Waterford’s cultural assets.

Skip the Queue Podcast Recording

In the Tower Hotel boardroom, visitor attractions expert Paul Marden hosted a live recording of the Skip the Queue podcast. The episode focused on retail opportunities and featured lively insights from retail consultant Jennifer Kennedy and merchandising specialist Michael Dolan of Shamrock Gift Company. Delegates were treated to behind‑the‑scenes anecdotes, and you can listen back to this entertaining discussion below:

Accessible & Inclusive Experiences

With the support of Fáilte Ireland, Deirdre McDonald of the Innovate Room facilitated a workshop on accessibility and inclusivity in visitor attractions. The session empowered operators with practical tools and inspiration to ensure their experiences are welcoming to all, reinforcing the importance of meaningful inclusion in tourism.

A Rich Tapestry of Learning

Each tourism learning strand offered delegates a unique perspective—from performance skills and heritage immersion to retail insights and inclusive practice. Together, they created a dynamic learning journey that reflected the diversity and innovation of Ireland’s visitor economy.

Plenary Sessions

Gala Dinner