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Guinness Storehouse surge in visitor numbers and sets new record

Guinness Storehouse logo

Visitor numbers increase by 10% over the past 12 months

The Guinness Storehouse, Ireland’s leading international visitor attraction, saw a new record for visitor numbers in 2016, with a 10 percent (9.97 percent) increase. 1,647,408 guests passed through its doors in the last 12 months. The increase mirrors current trends in Irish tourism, which has seen a bumper 2016.

The Guinness Storehouse tells the story of one of Ireland’s most iconic brands, Guinness.

Visitors from Ireland and abroad, discover what goes into making each and every pint, learn about the incredible brand history stretching over 250 years, its iconic advertising, as well as a tasting like no other. The experience unfolds across seven floors, including the highlight for many visitors - the famous Gravity Bar, where visitors can enjoy unparalleled panoramic 360⁰ views of Dublin city.

In 2016, visitors from mainland Europe made up the majority of visitors to the Guinness Storehouse, with over 30pc of all guests travelling from the continent. Visitors from the United Kingdom and the United States made up for a quarter of visitors respectively (UK: 27pc, US: 23.7pc).

The highest year on year growth was from the Netherlands, which increased its visitor numbers by 41pc. This directly matches the most recent CSO figures which saw a 31pc growth in visitor numbers from the Benelux countries (Belgium, the Netherlands and Luxembourg) - a trend that is expected to continue with the announcement of additional flight routes to the Netherlands earlier in the year. Other key growth markets over the 12 months include Switzerland (23pc) followed by Canada (26pc), China (24pc) and Spain (21pc).

Commenting on the visitor numbers, Aine Kavanagh from Guinness Storehouse said: “2016 was an incredibly successful year for us at the Guinness Storehouse, surpassing all previous records. We are very proud of the commitment of our own team at the Guinness Storehouse and all those across the industry who work hard to promote Dublin and Ireland as a world-class destination.”

“Our increase in visitors is certainly supported by increased access, with new flights continually coming into the capital. These make an instant impact on our business and are critical in driving growth in tourism to the capital.”

A 15pc growth in passenger numbers and flight routes into Dublin with new flights to Ireland from the US, Germany and Scandinavia, paired with strong economies in the United States and Mainland Europe played a big role in driving these figures.

Niall Gibbons, CEO of Tourism Ireland said: “We’re delighted to see the Guinness Storehouse continue to go from strength to strength. These record visitor numbers show that the island of Ireland is as popular as ever with overseas visitors from the UK, US, wider Europe and Asia. Compelling attractions such as the Guinness Storehouse are creating even more reasons to visit Dublin and beyond, and we look forward to welcoming an increasing number of visitors during 2017.”

The Guinness Storehouse is continually enhancing and developing its visitor experience to meet and exceed consumers’ expectations; earlier in the year the Guinness Storehouse opened an exciting new food experience, Guinness and Food, which focuses on matching each dish on the menu with a beer from the Guinness portfolio, to showcase the complex and distinctive flavours of Guinness.

The Guinness Storehouse also ensures it is ‘market ready’, training and developing staff on the cultural differences and specific needs of people from different markets. Guinness-Storehouse.com is translated in a number of languages, including Mandarin, to ensure visitors from far afield can research their experience and book ahead of traveling to Ireland. Upon arrival at the Guinness Storehouse, visitors can enjoy the tour in a number of international languages through the use of audio guides, with the addition earlier this year of a visual guide in International Sign Language.

Visitors to the Guinness Storehouse can learn how to pour the perfect pint in the Guinness Academy; immerse themselves in the best Guinness ads in an entire floor, dedicated to the brand’s advertising history and take in the famous 360⁰ views from the Gravity Bar, the highest bar in Dublin city.

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