Jim Deegan and Ernesto Santana have updated the AVEA conference on the Cliffs of Moher project, a collaboration with the University of Limerick, which uses real-time dashboards to monitor visitor patterns and inform management decisions.
Data from Wi-Fi and surveys revealed 55pc of visitors arrive by car, driving economic recovery in County Clare post-COVID.
The Cliffs of Moher attracted over half a million American visitors in 2025, with 94pc of visitors being international from over 100 countries. It indicated 75pc of visitors stay in Galway or Clare the night before their visit, with 29pc spending at least one night in Clare.
Only 12pc of visitors use coach tours, with 88pc of car visitors staying in Ireland for more than one night, often in nearby counties.
Customer data informed the launch of the Burren and Cliffs of Moher sustainable transport service in 2025, connecting local towns and villages.
Data analysis identified key markets, enabling targeted marketing investments to prioritise high-value visitors from North America and Europe.
Real-time Wi-Fi data dashboards track visitor demographics, such as 55pc of October 2025 visitors from the USA being over 55 years old.
The partnership with the University of Limerick continues to refine data use for product development and environmental responsibility.
Jim Deegan shared: “Correlation and causation. The cock crows every morning, but it doesn’t bloody well cause the sun to come up.”
Ernesto Santana shared: “This is a perfect example of how important it would have got science in the region. We estimated that just between July and August alone, the Cliffs generated an extra €1m of local expenditure.”
