A major international promotional push has been announced this week by Minister of State for Tourism and Sport Michael Ring to profile Ireland’s first long-distance driving route, the Wild Atlantic Way, which will be open in March 2014. Fáilte Ireland has developed a suite of exciting promotional material which is being targeted today at 500 key overseas operators through Tourism Ireland’s overseas market offices around the globe.
Minister Ring said: “The Wild Atlantic Way is a very exciting project and I’m certain it will be a major magnet for overseas visitors. However, to make it a success, we need to get the message out there that in March 2014 the Wild Atlantic Way will be open and ready for business. The initial focus will be on our four key markets: Great Britain, the US, France, and Germany. Following that we will extend to other markets such as Spain, Italy, and the Netherlands. This promotional push to the overseas operators is the first step towards ensuring potential visitors are aware of the route and place Ireland firmly on their holiday radar.”
A quirky but informative travel guide - 50 Secrets of the Wild Atlantic Way - has been designed to highlight some of the hidden treasures along the route – places where the locals like to go and which may lie off the beaten track – giving visitors the opportunity to get a true Irish experience.
The guide highlights signature experiences such as: foraging for wild food along the Killala shoreline; wandering through the deserted village in Achill; and visiting Clare Island Lighthouse.
Tracey Coughlan from Fáilte Ireland, believes the project will be a great addition to what Ireland has to offer visitors: “This route is all about providing visitors with an unforgettable experience. It will open up a huge number of towns and attractions to them and showcase the scenery and unique culture of the west coast of Ireland as well as providing easy access to a range of experiences along the route. Through our promotional campaign, we are really pitching to capture the imagination of potential travellers with a sense of curiosity and discovery and entice them to come and uncover the Wild Atlantic Way's hidden gems for themselves.”