Strategy switch does wonders for Winterval

Visitor numbers have grown from 100,000 in 2012 to more than 500,000 last year

Gillian Nelis

Managing Editor @gnelis
20th November, 2016
Waterford’s Winterval festival grew its attendance to half a million last year by targeting visitors from as far away as Dublin Patrick Browne

A change of marketing strategy has paid dividends for the organisers of the Winterval festival in Waterford, with visitor numbers growing from 100,000 in 2012 to more than 500,000 last year.

The festival, which begins next Friday and runs until December 23, was originally the brainchild of two local businessmen who wanted to develop a tourism product for Waterford for the off-peak season.

“One of them, Barry Monaghan, travelled to Germany to research the Christmas markets and festivals over...

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