Featured image: Dolphins, Malin Head. Courtesy Gareth Wray Photography
Ambitions to raise the international profile of the Wild Atlantic Way in Donegal have been set for the next five years.
Fáilte Ireland has set aims to increase visitation and revenue in the northern half of the Wild Atlantic Way route, which stretches from Connemara to Donegal.
The area is currently less visited and less recognised compared to more popular destinations in the southern half.
To drive overseas tourism revenue in the northwest, Fáilte Ireland plans to carry out sustained promotion domestically and internationally. There will also be an increased focus on attracting international golf visitors based on the quality of the golf product along the northern half of the region.
They will also create a more sustained partnership and focus with Tourism Northern Ireland, Donegal County Council, Derry-Londonderry City Council and Tourism Ireland to better partner on the Wild Atlantic Way and the Causeway Coast for the mutual benefit of the northwest.
Domestically and in the Northern Ireland market, the focus will be placed on targeting greater
numbers of higher-spending, unconstrained adults and families. This will be supported by initiatives to encourage increased numbers of short breaks across the shoulder season.
The strategic challenge was set in Fáilte Ireland’s new Regional Tourism Development Strategy 2023-2027.
Miriam Kennedy, Head of the Wild Atlantic Way at Fáilte Ireland, is pictured at Spiddal Beach, Galway launching the Wild Atlantic Way Regional Tourism Development Strategy 2023-27. Photo: Andrew Downes
Between 2023-27, the overall vision for the Wild Atlantic Way is to is to grow its appeal as a globally iconic, “must do” touring route, driving incremental bed-nights and longer stays into the region while protecting the cultural authenticity and wildness of the west coast.
Miriam Kennedy, Head of Wild Atlantic Way at Fáilte Ireland added: “In less than 10 years, the Wild Atlantic Way has become internationally recognised for its spectacular seascapes, natural beauty and warm hospitality. There is still plenty of opportunity for further economic growth which is why the Wild Atlantic Way Regional Tourism Development Strategy has been devised. We must continue to innovate, improve and enhance our tourism offering, for our domestic, business and international visitors. This strategy will ensure the primary focus is on sustainability, so the socio-economic benefits of tourism are seen and felt in communities and businesses across the west coast of Ireland. Most importantly it will have focus on decarbonising the tourism sector and in doing so help protect our environment for future generations.”
