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Family friendly price structure introduced at Cliffs of Moher

Wednesday 30, June 2010

The Cliffs of Moher Visitor Experience has announced the introduction of a single price per head of EUR 6 for independent adult visitors from late July 2010.

Children under 12 will be admitted to the world famous tourist attraction free of charge, while discount rates for students and seniors and other concessions will be provided.   

The single charge will replace the €8 charge per car and the admission charge of €4.95 per adult to the Cliffs 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.  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.” 

“A family of four visiting the Cliffs of Moher Visitor Experience including the Cliffs Exhibition will pay the sum of 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.” 

“Group tours and travel trade bookings will remain on their existing pricing arrangements until the end of year.  We will be discussing the pricing structure for groups with the travel trade in the coming weeks”, Ms. Webster stated. 

She added that a competitive pricing analysis of visitor attractions in Ireland and abroad was undertaken as part of the process.   

“While most offer discounted pricing for children very few of the major visitor attractions offered free admission for children”, Ms. Webster concluded. 

Attraction     Adult Price (A)     Child price (C) 

Cliffs Of Moher  - €6.00 (A) - €Free (C) 

Dublin Zoo - €15.00 (A) - €10.50 (C) 

Guinness Storehouse - €15.00 - (A) - €5.00 (C) 

National Aquatic Centre - €12.00 (A) - €9.00 (C) 

Trinity College Library (Book of Kells) - €9.00 (A) - Free (C) 

Blarney Castle - €10.00 (A ) - €3.50 (C) 

St Patrick's Cathedral - €5.50 (A) - Free (C) 

Fota Wildlife Park - €13.50 (A) - €9.00 (C) 

Bunratty Castle & Folk Park - €15.75 (A) - €9.00 (C) 

Kilmainham Gaol - €6.00 (A) - €2.00 (C) 

Kilkenny Castle - €6.00 (A) - €2.50 (C) 

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