The branding of the Wild Atlantic Way is a relatively recent development in Irish tourism, having recently marked 12 years since its launch. Yet the coastal route it follows has been travelled for centuries, linking small towns, villages and seaside communities along Ireland’s western seaboard. Much of the journey takes in roads many of us might never have explored were it not for the initiative introduced by Bord Fáilte.
This promotion of the Atlantic coast has proven even more successful than its proponents dared to hope when it was launched in 2014.
The country had suffered from a major financial crash in 2008/09, and was slow to recover economically in the early years of the 2010’s. Unemployment was at a staggering 15 per cent and over 30,000 people were emigrating each year, as our present day prosperity seemed light years away. New ideas were called for, and a proposal emerged from Fáilte Ireland to promote the Atlantic coastline of Ireland, in a similar way to how various routes had been promoted such as Route 66 in the US, the Romantische Strasse in Germany and the Great Ocean Road in Australia.
In the following years, Fáilte Ireland consulted with local authorities and communities to develop the Wild Atlantic Way, which was officially launched in 2014. It is now one of the most recognisable tourist routes in Europe, not just famed for its spectacular scenery, but also for giving visitors a chance to sample Irish culture, music, heritage and hospitality. The route has now become a destination for millions of visitors to Ireland each year, and also for Irish people who increasingly appreciate the beauty on our doorstep.
Culture, scenery, ancient ruins and museums sit alongside the vibrant nightlife of Galway city or the fun of a weekend in Westport: from a contemplative stroll along the north Mayo coast to surfing on Lahinch beach, the WAW has something for all tastes.
The WAW has provided a huge economic boost to those working in the hospitality sector. It is ironic that finding staff to work in the various establishments along the route has become one of the biggest challenges facing those engaged in the provision of goods and services along the WAW.
For those living in this region, what are you waiting for? Millions of people are travelling thousands of miles to see what this coastline has to offer, while many of us are waiting for family and friends to visit before we will venture along the route. Don’t wait, consult the map today, and decide where you would like to visit. The likelihood is you will have only visited a small number of the spectacular locations within an hour or two’s drive. Finally, decide how long you will spend at your chosen locations, multiply this timeframe by two and make sure to throw in an overnight bag.
