LEADER Seminar May 4th, 2017

The longest defined coastal touring route in the world stretching 2,500km from Inishowen in Donegal to Kinsale in West Cork

The Wild Atlantic Way

Rationale for the Wild Atlantic Way

Why the Wild Atlantic Way ? Declining Coastal Communities

Short Summer Season

The Fáilte Ireland Response

A new “experience” and “destination” developed by Fáilte Ireland to present the West Coast of Ireland as a compelling international tourism product of scale and singularity.

To create a world class, sustainable and un-missable experience brand that engages

and energises the visitor so that they become powerful advocates and leave them wanting to return for more.

Wild Atlantic Way Vision

Wild Atlantic Way Proposition

The Wild Atlantic Way on Ireland’s Western Coast off the Western Edge of Europe, captivates you with its wild landscape that continuously shapes

its living history; and engages you with its vibrant & creative communities, whose stories

and culture stimulates you , so you are freed up to relax, enjoy and leave feeling refreshed,

renewed and uplifted.

The story so far

Wild Atlantic Way 2014 -2016 Official Launch February 2014 Community & Trade Engagement

Wild Atlantic Way 2013 -2016

Way Finding & Route Signage

Photo Points & Interpretation

3.8 million overseas visitors

€1.9bn overseas earnings

Business Success to Date

Business Challenges

Visitor Spread

Dispersion of International Visitors along the Wild Atlantic Way

12%

Where & When visitors go?

456

1,351

2,107

600 261

828 1,255

343 195

523

852

257 -

500

1,000

1,500

2,000

2,500

All Wild Atlantic Way South Wild Atlantic Way North Wild Atlantic Way

Nights (000s)

Developing World Class Visitor Experiences

Wild Atlantic Way Brand Architecture

Extending dwell time of visitors

Visitor Experience Plans • Hero Experience • Supporting Experiences • Auxillary Experiences

24 Minutes Clew Bay Plan coming 2017

Extending the Season

Knightstown, Valentia Island, Co Kerry (September 17th, 2016)

Extending the Season Initiatives

Wild Atlantic Way Passport

Wild Atlantic Champions

500+ Champions

Shoulder Season Media Campaigns

CAMPAIGN OVERVIEW:

The key objectives of this campaign are to:

1. Increase AWARENESS & FAMILIARITY of Wild

Atlantic Way proposition.

2. INSPIRE domestic holiday makers to take incremental

short breaks in the Wild Atlantic Way in the shoulder

season.

3. ENCOURAGE growth in visits north of Galway .

Digital Footprint

Thank You