Tourism NI supports AVEA Spring Forum

Photo Caption: (L-R) Eimear Callaghan, Head of Experience and Industry Development at Tourism NI, Olivia Mulhern, Research & Insights Officer at Tourism Ireland, Catherine Flanagan, CEO of AVEA and Mark Rodgers, from Landmark Luxury, pictured at this week’s AVEA Spring Forum at the Armagh Observatory & Planetarium. 

Tourism Northern Ireland was this week pleased to support the AVEA - Association of Visitor Experiences & Attractions' (AVEA) Spring Forum at the Armagh Observatory & Planetarium.

AVEA, which plays a central role in positioning visitor attractions as a cornerstone of the tourism offering on the island of Ireland, represents 140 visitor attractions and experiences Ireland-wide including The Guildhall, Game of Thrones Studio Tour, the Guinness Storehouse and Fanad Lighthouse.

Those who attended the event heard from a host of speakers including Anne O'Donoghue, Chair of AVEA, Jessica Moon, Operations Manager at Armagh Observatory & Planetarium, Dermot Friel, owner of Gorta Swatragh's Famine Story, and Olivia Mulhern, Research & Insights Officer at Tourism Ireland who provided a presentation on ‘Learn about Luxury: Research into the luxury market’.

Eimear Callaghan, Head of Experience and Industry Development at, Tourism Northern Ireland, took part in a panel discussion entitled, ‘Lean into Luxury: a tourism practitioner’s experiences on delivering to incentive/luxe guests’ alongside Mark Rogers from Landmark Luxury Tours.

Those gathered heard from Claire McCleery, Director of JAM Card for Business, who spoke about the ‘Just A Minute’ card which signals that a visitor needs a little extra time, perhaps due to a hidden disability or additional need.

Catherine Flanagan, CEO of AVEA, also provided an industry update.

The forum, which was attended by more than 80 delegates, ended with a networking session and a visit to the planetarium theatre for the ‘Our Night Sky’ star show. 

Tourism NI partners with AVEA to deliver a programme of engagement and development activities to support the region’s attractions and experiences to connect, grow, innovate, share learnings and discuss opportunities and challenges. 

Eimear Callaghan, Head of Experience and Industry Development at Tourism NI, said: “The mix of attractions and experiences at this event highlighted the rich diversity of our culture and heritage offer. 

“The forum gave us an opportunity to explore what can and needs to be done in a competitive market. Standing out as a destination means going beyond the ordinary - combining depth and differentiation with intuitive, exceptional customer service to create experiences that are truly memorable and uniquely our own.”

Catherine Flanagan, CEO of AVEA, said: “The attractions sector is one that is greatly enhanced by the spirit of collaboration that exists between businesses, and the love we share for delivering memorable experiences to our visitors. 

"Events such as the Spring Forum strengthen the bond between us and contributes to continuous improvement and a richer skill set for delivering excellence."