- AVEA launched its five-year strategy.
- Staff costs account for 54pc of visitor attractions’ operating spend.
- Priorities include AVEA Dashboard, AI Digital Academy and Cost of Doing Business Index.
- AVEA has 140 members welcoming more than 25m visitors a year.
- AVEA expressed disappointment that the 9pc VAT rate was not extended to attractions tickets.
AVEA has launched its five-year strategy at its annual conference at the National Gallery of Ireland. Staff costs account for 54pc of what visitor attractions on the island of Ireland spend to operate according to AVEA’s most recent business survey.
The strategy sets out three early priorities: the AVEA Dashboard for Decision-Making, an AVEA AI Digital Academy, and a Cost of Doing Business Index. The dashboard will bring sector data and benchmarks into one place. The AI Digital Academy will help members use AI and digital tools.
AVEA expressed disappointment that the 9pc VAT rate was not extended to attractions tickets in the recent Budget. The association’s 140 members welcome more than 25m visitors a year. The indication for 2026 is that overall numbers have been flat.
Catherine Flanagan shared “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.”
Anne O’Donoghue shared “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, are challenging the bottom line.”
