New pricing system for Cliffs

Clare’s most popular tourist attraction drew national attention this week after The Cliffs of Moher Visitor Experience announced that it would be implementing a new pricing system later this month.
Groups of adults travelling by car to the Cliffs of Moher will see the cost of their trip increase considerably, in some cases, while those travelling alone will see the price fall when the new pricing structure is implemented.
The centre has announced the introduction of a single price per head of €6 for individual adult visitors, while children under 12 will go free.
The single charge will replace the €8 charge per car and the admission charge of €4.95 per adult to the Atlantic Edge Exhibition and will provide access to all aspects of the visitor centre building, cliffs exhibition and outdoor areas at the Cliffs of Moher Visitor Experience. Therefore, a group of adults wishing to park at the Cliffs and visit the exhibition will now pay less.
Access to O’Brien’s Tower, which has a limited capacity, will remain subject to a separate charge.
Commenting on the introduction of a revised price structure, Katherine Webster, director of the Cliffs of Moher Visitor Experience said, “We felt that our pricing was somewhat unclear to some visitors, who mistakenly understood that they would have to pay to enter the building to use the toilets or obtain information.
“We received a lot of feedback suggesting that a single charge that covered all aspects of the visit would be easier for people to understand.  We also wanted to make the Cliffs a family friendly destination, hence the children go free approach.”
“We undertook a strategic review of the business in March of this year with workshops involving members of the local community, tourism and travel trade stakeholders, centre staff and tenants.
“Some great ideas came out of this process and two of the strongest were to make the venue more family friendly and to revise our pricing structure.
“We will be continuing to strengthen the family offering at the Cliffs as well as work on some of the other ideas arising out of the review,” she continued.
A family of four visiting the Cliffs of Moher Visitor Experience including the Cliffs Exhibition will pay a total of €12 for their day out. 
In the old pricing model they would have paid €21.95, €8 for the car and €13.95 for the exhibition.
If the family only wanted to visit the Cliffs and not the exhibition, they would pay just €8 under the existing system for parking compared to €12 under the new one. If a group of four adults travelled by car to the site under the current pricing structure, they would pay €8 compared to €24 under the new system. They would, however, have access to the Atlantic Edge exhibition for this new price.
Ms Webster claims the Cliffs new pricing policy compares favourably to other Irish attractions saying that “while most offer discounted pricing for children very few of the major visitor attractions offered free admission for children”.
Ms Webster confirmed that the pricing for group tours will remain unchanged this year but is under review.
“We will be discussing the pricing structure for groups with the travel trade in the coming weeks,” she concluded.