What is the Wild Atlantic Way?
The Wild Atlantic Way is set to be Ireland's first long-distance touring route, stretching along the Atlantic coast from Donegal to West Cork.
What is the aim of the project?
The overall aim of the project is to develop a long-distance driving route that will achieve greater visibility for the west coast of Ireland in overseas tourist markets.
What are the six stages of the project?
The six stages of the project are as follows:
Stage 1: Develop brand proposition and identity, and key market segments
Stage 2: Identify the route
Stage 3: Way-finding strategy including directional signage
Stage 4: Delivery of 'discovery points'
Stage 5: Selling Wild Atlantic Way experiences
Stage 6: Marketing and communications
What stage is the project at?
The first two stages of the project are complete, and the next four stages are being undertaken as parallel work streams. The proposition and brand identity have been developed and the route of the Wild Atlantic Way has been identified. The Route Identification Report and the maps of the route for Donegal, Leitrim and Sligo [jpeg, 7MB], Mayo and Galway [pdf, 7MB], Clare and Limerick [jpeg, 7MB] and Kerry and Cork [jpeg, 7MB], have all been finalised.
The next stages of the project have commenced and these involve:
Signing the route
Delivering the 'Discovery Points'
Selling great Wild Atlantic Way experiences
Marketing the Wild Atlantic Way
It is expected that the project will be launched in March 2014.
Goals of the project
The 'Wild Atlantic Way' is one of Fáilte Ireland's signature projects to rejuvenate Irish tourism. Once fully-realised, the project will:
assist in increasing visitor numbers, dwell time, spend and satisfaction along all parts of the route
re-package the Atlantic seaboard as a destination to overseas and domestic visitors
improve linkages between, and add value to, a range of attractions and activities
improve on-road and on-trail interpretation, infrastructure and signage along and around the route
direct visitors to less-visited areas
build on the work completed in these areas already and assist businesses, agencies, local groups and other stakeholders along the area to work together
reinforce the particular strengths and characteristics of all of the areas located along the west coast, while offering the visitor one compelling reason to visit