Centre of attractions
Meg Walker chats to Catherine Flanagan, CEO of the Association of Visitor Experiences and Attractions (AVEA) about the challenges faced in the tourism sector and what’s being done to support businesses and help them succeed.
I think Irish tourism will have a strong year. We have good connectivity to key markets, not only into Dublin but also Cork, Kerry, Ireland West and Shannon. It’s important that visitors are able to access regional areas. Reduced accommodation is a challenge. It has the least impact in Dublin and the more iconic destinations but for those attractions that are smaller or o the beaten track, if visitors aren’t able to stay locally, their numbers are aected.
We’d like to see more young people considering a career in tourism, particularly in visitor attractions. Admissions into tourism and hospitality courses have taken a hit since the pandemic. We’re working with third-level institutions and looking at work experience placements across our membership and careers fairs.
Sustainability is a key part of Fáilte Ireland’s plans. An announcement is expected of an all-island mark of accreditation. We’ll be working with members to make sure the training supports are there for them to achieve that. We’re also looking to expand on the work we did last year around accessibility and inclusion. We did research around the deaf and hard of hearing so we’re working to uncover where the needs might be and how we could take a leadership role in developing that.
One of the most transformative projects was the investment Fáilte Ireland put into digital skills and capabilities. They launched a scheme that included direct funding and indirect support like mentoring to enable businesses to improve their e-commerce capability. So not just website design, but optimisation, plugging into
online travel agents and booking platforms. About two-thirds of our members have taken part. What we learned about AI at our AVEA conference in October was how it will impact on how people are going to search for holidays. The more we understand that, the better prepared we can be.
The three key motivators for visiting Ireland are the landscape and scenery, the things to see and do, and the people … and visitor attractions incorporate all three. The authenticity of that welcome is important. Tour operators survey visitors to evaluate their experience, and it’s the people that ranks at the top, and the memories they’re taking home with them. They’re at the heart of the visitor experience.
The investment made in the outdoors – the Greenways and Blueways – is tapping into a trend and driving growth. We’re valuing our time in nature. There’s also the investment into Ireland’s Hidden Heartlands. I think we’re going to see a greater development of the forests, boglands and lakelands, and boating and nature-based leisure recreation will grow.
With attractions, it’s how heritage, history and culture are interpreted and displayed and made available to people that’s changing. Often it’s not the content but the medium through which it’s delivered. The development of Waterford Treasures, which is a collection of museums, is interesting, with the Irish Museum of Time, Irish Silver Museum and now the Irish Wake Museum. Waterford has transformed over the last 10 to 15 years, with Mount Congreve as well as the Greenway, and that’s demonstrated how as a destination, at a local authority level, when you look at the wider tourism product, the opportunities that lie there.
One of my favourite things about my job is that I get to go to the most extraordinary places. I was in Hillsborough Castle recently as well as Avondale House and Wicklow Gaol. That sense of place, not just the county or location but the room or venue you’re in, can make for an extraordinary experience. What a space can be used for can be innovative too. In winter, venues like St. Patrick’s Cathedral were doing special after-dark tours. Some are open for private cultural events, positioning the arts – whether visual or performance – in beautiful venues.
Go out and discover what’s on your doorstep. Almost all OPW heritage sites are free on the first Wednesday of each month, and we’re lucky that national cultural institutions like the National Gallery, National Museums and Chester Beatty are free. There’s a richness of culture and heritage there for you to discover, and you’ll be met with people who are passionate about what they do.
I love exploring the island of Ireland. I’ve done two Irish Caminos – St. Declan’s Way and St. Brendan’s Way, and this year I want to do the National Famine Way from Strokestown Park in Roscommon to EPIC in Dublin. I have four children, aged 11 up to 17, and we often explore museums and attractions together.