Swedish tourist market targeted for Wild Atlantic Way

Swedish journlists Malin and Reine Hefvelin

Swedish journlists Malin and Reine Hefvelin

Husband and wife media team, Malin and Reine Hefvelin, freelance writers for Res and TT travel magazines in Sweden, have arrived in Ireland this week via Shannon Airport, on the new SAS flight from Stockholm, to learn more about the Wild Atlantic Way as attempts intensity to highlight the Galway tourism market in Scandinavia

The trip was organised by Fáilte Ireland, in conjunction with Tourism Ireland and is designed to maximise opportunities around the new air routes available through Shannon Airport. On their visit they will enjoy the sights and splendour of the Wild Atlantic Way in counties Galway and Mayo and Clare.

Malin and Reine’s action packed itinerary startsedin Co. Clare with a Cliffs of Moher cruise with Bill O’Brien of Doolin Ferry Co; a visit to Birgitta Hedin-Curtin’s Burren Smokehouse and a visit to the Wild Honey Inn, in Lisdoonvarna. The duo then head to Co. Galway to meet Sheena Dignam for a Galway Food Tour, take in a half day fishing with Ghillie Jim at Glenlo Abbey Hotel, see how Bodhran’s are made with Malacahy Kearns at Roundstone Musical Instruments before continuing on the coast road following the Wild Atlantic Way, through Connemara, taking the scenic Sky Road from Clifden.

Explaining the importance of such media trips, Ciara Sugrue, Head of International Publicity with Fáilte Ireland, said Fáilte Ireland is delighted with this opportunity to showcase the Wild Atlantic Way to these Swedish media and hope their experiences will help them to persuade their many readers to visit us in the future. Bringing international media to Ireland and showing them what is on offer plays an integral role in ensuring that we get our message, that Ireland is a must-see destination out there,” she said.

“Their interest in learning more about Ireland is testimony to the strength of our attraction. With so many routes direct from Shannon Airport, these influential media personalities have the capacity to deliver more visitors to Ireland with their presence further highlighting Ireland’s appeal as a destination,” added Ms Sugrue.

Malin and Reine continue their journey in County Mayo this weekend where they will cycle from Mulranny along the Greenway towards Achill Island; take in some of the Gourmet Greenway; visit some of Achill Island’s stunning beaches and Deserted Village before spending time at Westport House & Gardens.

Last year was a bumper year for international media coming to Ireland. Over 1,000 representatives from print, broadcast and online channels across the world descended on our shores during the year providing Irish tourism with an overall reach to over one billion readers and viewers worldwide. The advertising value of this reach is estimated at over €87 million. Fáilte Ireland, together with Tourism Ireland, co-ordinated over 400 different itineraries resulting in the media representatives meeting with over 4,000 Irish businesses across the country.


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