Waterford has just celebrated its first year under the title of the European City of Christmas and the 12th year of the Winterval Festival, and new record-breaking data released from the digital counters across Waterford City show that on the Winterval Festival dates just over 1.8 million (after removing the local population base) unique visitors joined Waterford’s festive celebrations.
The data is collected via a Smart City Data Collection which is operated by Three Data Analytics on behalf of Waterford City and County Council. It enables the City to view the number of unique visitors to the area who have a mobile phone, thereby ensuring that each person counted is done so on a unique basis.
Upon winning the European City of Christmas title the Winterval Directors John Grubb and Trevor Darmody along with Waterford City and County Council set about placing the bar high, with ambitions of attracting more visitors to Waterford for the festive season, and the visitors numbers released have not only broken all records but also all goals set for 2024.
Speaking of the event’s success the Festival Directors, John and Trevor say, “We set out with some major ambitions to deliver a magical and fun-filled festival that would attract visitors to enjoy Christmas in Waterford plus we also added some night time economy events, like the Winterval Big Top Live gigs to bring in a new audience segment to the festival, and all of this has paid off greatly. We are delighted with the visitor numbers even with weather 2 storms during the festival. We would like to thank everyone who came along to enjoy Winterval and all of those businesses and sponsors who support Winterval, too. Waterford now holds the title of European City of Christmas for life, so we look forward to building upon that even further for 2025.”
Winterval commenced on November 15th and ran over weekends for 5 weeks plus six consecutive for the last days of the pre-festive period; it has seen the number of people coming to enjoy the festival in 2024 double compared to 2023, along with an increase in ticket sales to the variety of Winterval Festival events. Data shows that 3% of the visitors to Winterval were from overseas with the UK, Netherlands and the US featuring highly as the visitor’s country of origin followed by France and Spain and 97% are from all across Ireland, with a large proportion of these visitors from the Southeast region and also from Dublin. 5% of attendees to Winterval were overnight visitors (accounting for 53,000 people) to the festival with the remainder being daytrippers.
Hotelier Tina Darrer of Dooley’s Hotel says, “Winterval and the European City of Christmas title has certainly shone a spotlight on our wonderful City for the festive season, and we have been delighted to welcome repeat visitors to Dooley’s Hotel and also welcome new first time visitors to the City and the festival this year – both from across Ireland and from Europe and the US. The festival ensures that Waterford has a strong winter visitor season, and feedback from guests is that they were greatly impressed with the festive events and indeed, the tourism offering in the City during their stay – which ensures repeat visitors into the future. Winter in Waterford is certainly proving as the best place to be.”
Maeve Ryan Cooke MD at The Book Centre in Waterford says, “The Book Centre and The Book Bar see Winterval as an integral part of the Christmas shopping experience in Waterford.
It is hugely valuable to our business and it is another reason for Waterford people and visitors alike to visit our beautiful city. Being a family-run business in Waterford for the last 53 years, we see the hard work that has gone into the creation and continuance of Winterval and its importance to the success of our city. As such, we see it as a vital attraction for all retail and hospitality in the city.”
Lisa Fitzgerald at George’s Court Shopping Centre and No.9 commented, “Winterval is now a traditional part of the fabric of Christmas in Waterford with 2024 being another wonderful year welcoming people from across Ireland and beyond to enjoy everything we have to offer which is a lot here in this great City and for all ages. “
Ronan Mulligan of Mulligans Pharmacy commented, “Winterval brings volumes of people into Waterford City Centre, extending the festive season and shopping period for us all. We know from our customers that the connection people make with the city during the festival is incredible. It is a huge advertisement for Waterford, and we know many of those people revisit outside of the festival period too.”
The festival also achieved an increased digital footprint with over 3 million unique visitors to the website and social media plus international and national media coverage, with glowing articles on Winterval featuring in The Irish Independent, The Irish Examiner, Irish Country Magazine, RollerCoaster.ie The Scotsman Newspaper, the international luxury travel website and magazine ‘Dream Escapes’, the Swedish Magazine Vagabond and the Canadian Magazine ‘Zoomer’ with a readership of 17 million to name but a few. Not only does this coverage place a spotlight on the Winterval Festival but the visits by media to the festival ensure coverage of Waterford more generally as a tourism destination, encouraging those reading the features to plan a visit to Ireland’s oldest City.
The festival directors and all of the Winterval Festival team want to extend their thanks to the local business community, the festival sponsors, Waterford City and County Council, the people of Waterford and all of the festival’s visitors for their support and their joy in celebrating the festival.
For further details on the Winterval Festival see www.winterval.ie