Cliffs beat national increase in tourist numbers

The Cliffs of Moher outperformed the country last year when it came to the percentage increase in tourist numbers, it was revealed this week.

Between 2010 and 2011 the number of people visiting the North Clare attraction went up by more than 12% compared to a national increase in tourist numbers of just 7% in the same period.
“Part of the reason for this increase in numbers at the Cliffs was that the overall number of tourists visiting the country grew and that might have been down to the exchange rate and also the fact that we have seen some improvement in the global economy,” explained Katherine Webster, director of the Cliffs of Moher Visitor Experience.
“The fact the Cliffs of Moher received publicity from the New 7 Wonders campaign as well as from a number of movies we have been involved in, including Harry Potter and the Half Blood Prince, Burke and Hare and Leap Year which although it was not filmed at the Cliffs, everyone said it was, so all of those factors would have tied into driving additional visitor numbers,” she continued.
Ms Webster revealed the figures ahead of next Wednesday’s celebrations marking the fifth anniversary of the opening of the Cliffs of Moher Visitor Centre.
Speaking to The Clare Champion, Ms Webster outlined the number of visitors to the centre since 2007.
“From to the end of 2007 to 2011, 4,041,651 people visited the centre. The first year we opened, 2007, was by far our busiest year. We had 904,455 visitors that year and that corresponded with the busiest year for Irish tourism. Then the global recession hit and tourism numbers in general started to fall throughout Ireland and the Cliffs were no different. In 2008, 2009 and 2010, the visitor numbers fell each year so 2010 was our lowest volume year where we had just over 720,000 visitors.
“However, the good news is that last year we saw substantial growth and we were back up over 809,000. That was above the levels we saw in 2008 but we are not quite up to 2007 levels,” she explained.
Ms Webster also revealed the results of surveys carried out at the Cliffs show increases in the percentage of visitors who stay in the county either the night before their visit or the night after.
In 2001, 39% of visitors to the national landmark spent a night or more in County Clare. By 2007, this had increased to 43% before rising again in ’09 and ’11 to 59%.
“The Cliffs are a huge attractor of visitors to the area,” Ms Webster noted.
“Tourism is the lifeblood of North Clare and we work very closely with the local community and a range of tourism providers. We have a variety of co-operative marketing ventures in place with accommodation providers, other attractions and activity companies that are part of the Burren Eco Tourism network and are very actively involved in Clare Tourism Forum in promoting the area,” she added.
This co-operation seems to be paying off, with visitor numbers increasing and the percentage of these coming from within Ireland is rising too.
“The amount of domestic Irish visitors to the Cliffs of Moher has increased in percentage terms over the last five years, possibly because of the fact Irish people are spending more of their holiday time at home on what Fáilte Ireland is calling a ‘staycation’. In the past, the North American market would have been by far the largest portion, at about 26 or 27% of our visitors. It is now at about 25% of the total and domestic Irish visitors are at 26%. The percentage of British tourists visiting the Cliffs has gone down in recent years. At its highest, British people would have represented 12% of our visitor total. That is 8.5% now. When you take the traditional continental European market, that is about 27%,” Ms Webster outlined.
“The thing I find most interesting is seeing new, developing markets like India and China. While the numbers of visitors from those markets are relatively small in the greater scheme of things, they have huge potential for the future. We have been involved with Tourism Ireland in promotion in those markets and we have been out with trade missions to both of these countries and also to Japan.
“These promotions have definitely yielded results because I am told that when you look for tourism information in China on the internet, the Cliffs of Moher are one of the things you find information about in Chinese. That is obviously paying dividends for us because we see Chinese tour groups coming, not in huge numbers, but we have had some even in the last week, with five tour groups since Chinese New Year,” Ms Webster concluded.

Visitor centre celebrates five years

The Cliffs of Moher Visitor Centre is open five years next Wednesday, February 8. To celebrate, admission is free for all visitors on the day and the centre will also launch a site brochure in 10 different languages.
Other celebrations include traditional Irish music performances, a display of St Brigid’s Crosses and Brid Óg dolls made by Liscannor National School pupils, refreshments and birthday cake in the café, the launch of an exhibition of photography by Robert Bergmann as well as local food tastings.
The centre is open from 9am to 5pm, with celebrations taking place between midday and 4pm.