The Success of Fáilte Ireland’s Wild Atlantic Way Campaign

Since its launch in 2014, The Wild Atlantic Way has been a major success story for Fáilte Ireland. Less than one year later, Ireland saw its best year ever for overseas tourism, with people from all over the world enchanted by the west coast’s rugged charm and breath-taking hotspots.

CSO figures for 2015 indicated that the number of people taking a vacation in Ireland were up 11 per cent resulting in over €4.2 billion in revenue to the local economy. With a further €300,000 investment in the pipeline for one of the Aran Islands, Inishmore is set to reap even more benefits from the development of a restaurant, takeaway and prime building site.

The Wild Atlantic Way’s genius marketing and branding package has lured tourists to enjoy the popular 2,500km road trip with the caption “Where land and sea collide. Where untamed beauty abounds. Welcome to unforgettable experiences”. A targeted social media strategy invites visitors to embrace the Wild Atlantic Way of life by sharing special moments from their holiday with the appropriate hashtags.

The Wild Atlantic Way’s stunning 2,500km stretch of coast offers visitors to Ireland so much scenery and attractions.

The Wild Atlantic Way’s stunning 2,500km stretch of coast offers visitors to Ireland so much scenery and attractions.

Breathing a fresh lease of life into the North-West and sleepy villages along the coastal route, the benefits to local communities from the attraction are commendable to say the least. Beginning up north at Malin Head in Donegal, the trail leads you right down to the seaside town of Kinsale Co Cork.

Bundoran has become one of the best surfing spots in Europe with a steady flow of thrill-seekers passing through the area off-season. Local businessmen in the region credit the initiative as a direct boost to tourism and profits after flagging visitor numbers in the years prior.

Doolin in Co Clare is another gem making the most out of the influx of tourists to The Burren area. Hugely popular with wedding couples eloping from America, the stunning backdrop of The Cliffs of Moher provides show-stopping wedding photographs.

It is clear to see the encouraging effect of The Wild Atlantic Way on a key sector in Irish society, and the years to come only promise more prosperity for the bustling region.

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