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