AVEA CEO Catherine Flanagan Talks Exclusively To Barry Coughlan
Ireland’s Association of Visitor Experiences and Attractions is seriously concerned about the impact of a passenger cap imposed on Dublin Airport.
The cap of 32 million is already being put down as part of the reason for a downturn in visitor numbers at a proportion of Ireland’s visitor attractions, particularly some of the emerging not-so-well known ones.
CEO Catherine Flanagan this week reflected on the 2023 figures which show that visitor numbers to Ireland’s leading attractions still lagged behind pre-pandemic years, even though there has been improvement year on year between 2022 and 2023 and tourism spend is up.
Figures for last year are still shy of 19 million, well below the near 24 million achieved before the pandemic.
It’s far from being doom and gloom, but Ms Flanagan, speaking exclusively to the Irish Examiner USA on the opening day of business at AVEA’s 7th annual conference taking place in the Kilkenny Ormonde Hotel this week said 2023 was challenging for many.
She, like many others in the Tourism sector, expressed disquiet at the decision to cap figures using Dublin Airport to 32 million imposed by planners many years ago.
That has meant the daa (Dublin Airport Authority), who are pushing hard for an increase to 40 million, has now been forced to cut back in promoting the airport for new business and Ms Flanagan highlighted the fear it will do even more serious damage to her organization’s members in the coming months and years.
“The two biggest things coming down the track is that obviously we don’t know where the Dublin Airport cap is going to land but already the Irish Aviation Authority is scaling back in awarding routes; that means it’s very hard to develop new routes and new routes is really where you’re going to see growth. If we’re not growing we’re shrinking. The impact on visitor attractions is profound. When you think of what visitors are planning when they visit Ireland, if you have smaller numbers then it is going to be more badly affected in the regions.
“The other thing that is really relevant in these figures is that in July and August of this year (2024), which could be a part of a trend, the length of stay has gone down from I think 9.7 days to 8.7 days on average.
“That might not appear to be that much but it is; in August alone that’s 670,000 hotel nights, so if you have fewer people coming in and they’re staying for a shorter time, there is bound to be a ripple affect the whole way down into the regions and we are worried about that.”
Ms Flanagan believes there is nothing sinister about people staying in Ireland for shorter times, saying “I think it’s economic really; people most likely have a fixed budget for their summer holiday and they prioritize things and want to get the best value for money, so if, for instance, they fly in early on a Saturday and fly back late on a Sunday they’re getting more for their money but we’re losing a hotel night that has knock-on effects on other parts of tourism. I don’t think it is unique to us in Ireland; it’s also being seen in Britain.”
Ms Flanagan wasn’t in full negative mode. “The financial spend is up throughout the country but we have to work hard to keep all of our members in good health. Inevitably, the bigger attractions in bigger population areas are the ones least affected; they tend to be more resilient because they’re must-see attractions for most visitors and they’re on the main routes. It’s a business that is not in the top 15 or so that stands to lose most; we would often call them day two or three things to see. Additionally, the smaller attractions are more affected because they rely more on visitor numbers because their margins are often lower.
“Our average entrance fee is just over $13 dollars so small organizations would need lots of people through the door before they can turn a profit.
“One interesting story comes from a member I was talking to recently from a well-known heritage building who told me that the first 34 visitors that come in every day only pay for the insurance; there’s very little competition in the insurance business for the type of buildings we run or operate in that sector. It doesn’t cover wages, light, heat or any other associated costs, such as wages which make up 49 per cent of costs; we would love to receive more support for this sector (heritage) in particular.”
In the current difficult, but slowly improving climate, Ms Flanagan hopes for improved fortunes in the domestic market as she referred to in advance of the Conference.
“Right now we’re hoping to continue pushing and encouraging more domestic visitors to our attractions; the stay-cation market is still one of vital importance for our attraction. Of course, we’re also hoping there is also an improved performance in building back up to pre Pandemic figures on our overseas figures,” she said recently.
AVEA is the collective voice of the sector, with members ranging from the Guinness Storehouse to Fanad Lighthouse, and provides a strong voice in tourism for businesses operating as Visitor Attractions and Visitor Experiences that entertain and engage visitors in Irish heritage and culture.
“This year the owners and operators of Ireland’s leading visitor attractions gathered to discuss how the industry can drive further visitor numbers and future-proof their businesses under the theme of ‘Innovation – Agility – Inclusion.’
“Several experts in each of these areas shared their expertise and knowledge with our conference delegates as we continue to work towards innovation, how to be more agile and inclusive as an industry.” Delegates took part in guided Learning Journeys, visiting Kilkenny attractions including the Butler Gallery, St Canice’s Cathedral, and Kilkenny Castle.”
The conference’s leadership panel included Tourism Ireland CEO Alice Mansergh, Fáilte Ireland’s Jenny De Saulle, Chief Executive at Irish Tourism Industry Confederation Eoghan O’ Mara Walsh and CEO at Tourism Northern Ireland John McGrillen.
In addition to the leadership panel, the international speakers included Ciaran Connolly founder of ProfileTree, Laura Magee, CEO, of Thoroughbred Country, Nik Wyness, Head of Marketing, the Tank Museum, Dorset, Alison Bowyer, Executive Director, Kids in Museums, Eleanore Hutch and Kat Riddell, Diageo Brand Homes, Kathryn Havelock, Board Member, VocalEyes, Michael Faley, Sector Lead for Travel, Google, Gary Farrington, Senior Partner Manager EMEA, Expedia Group, Rachel Kuhn, Senior Director, BOP Consulting and Anne O’Donoghue, CEO, Irish Heritage Trust.
AVEA member visitor attractions employ over 6,400 people and generated an estimated $399 million in revenues in 2023, a very high proportion of which flowed into their local economies in wages and purchasing of goods and services.
A highlight of the conference was the Gala Dinner at St Canice’s Cathedral, which welcomed over 150 of Ireland’s tourism leaders. St Canice’s showcased the illuminated Book of Ossory, which is on display in its new home for the first time in its 700-year history.
For more information on AVEA visit www.avea.ie