Two-thirds of attractions in Ireland have reported flat or reduced visitor numbers so far this year, according to data from the Association of Visitor Experiences and Attractions.
The association has released the findings of its summer snapshot survey, ahead of its eighth annual conference which will take place next month.
The data reveals that the association records 19.2 million annual visitors, still falling short of pre-pandemic levels of almost 23 million in 2019.
Staffing costs account for 52% of operating expenses, while insurance represents 3%.
Ticket sales make up 46% of revenue, with the median admission price at €11 and median retail spend at €4 per visitor.
The survey shows that recruiting guides and front-of-house staff remains a significant challenge, particularly for smaller and regional attractions.
"While tourism in Ireland is in a stronger position than five years ago, global economic uncertainty, rising operational costs, and changing holiday patterns present ongoing challenges," the AVEA said.
The association is calling for urgent policy measures ahead of Budget 2026.
"The sector's priorities include targeted support for SMEs to offset the cost of doing business, reduction of VAT on admissions to 9%, and strengthened investment in Ireland’s tourism ecosystem," AVEA said.
"Extending the 9% VAT rate, currently under consideration for food services, to visitor attractions would cost the Exchequer just €15 million in 2026, while delivering substantial benefits to regional economies," it added.
Catherine Flanagan, CEO of AVEA described visitor attractions as a vital part of Ireland’s tourism ecosystem.
"By addressing operational costs, enabling competitive pricing, and strengthening tourism agencies, the Government can ensure our attractions continue to thrive and contribute to Ireland’s international appeal," she said.
"Visitor attractions, particularly those in the regions, are highly seasonal, and we will face quite a challenging autumn/winter when we combine a flat summer season with rising operating costs.
"Reassurance on measures to provide meaningful support to SMEs, and a solid commitment to the 9% VAT rate to commence on 1st January 2026, would greatly reassure businesses, and send a strong signal that this Government supports and values tourism," she added.
