Heightened interest is anticipated in booking breaks along the Wild Atlantic Way as a new Fáilte Ireland TV advertisement airs tonight.
This new ad is part of our latest home holiday campaign for the Wild Atlantic Way. The TV ad, which is a key feature in a wider, ‘Embrace the Wild Atlantic Way of Life’ campaign, emphasises the opportunity for Irish people to discover the west coast and truly get away from it all as they personally benefit from a break along the world’s longest defined coastal route. The ad will be aired throughout May on RTE, TV3, Channel Four and a number of Sky channels amongst others.
The television ad, with a soundtrack from Irish band Walking on Cars (‘Don’t Mind Me’), includes footage of Mullaghmore (Co. Sligo), Keem, Achill (Co. Mayo), Ballinskelligs (Co Kerry), Derrigimlagh (Co. Galway), Fanad Lighthouse (Co. Donegal) and the Cliffs of Moher (Co Clare) to highlight the variety of experiences to be had along the Wild Atlantic Way and its ability to allow visitors to relax and reconnect. View the new Wild Atlantic Way ad here:
The television campaign is also being accompanied by advertising across national and local radio, outdoor, online and social media channels and will run during May and will be repeated in September and October. View some of the visuals from the campaign below:
Speaking today, Fáilte Ireland’s CEO Paul Kelly emphasised:
“The domestic market provides a bed-rock for many tourism businesses and sustains activity in the sector throughout the year. Our home holiday marketing activity is especially geared to generate business in the ‘shoulder seasons’ each side of summer to allow tourism operators trade longer which is good for jobs and also important in terms of developing and maintaining a strong product on the ground for all tourists – whether domestic or international.
“We are also very much focussed on driving activity into those areas – beyond traditional hotspots – where we believe there is great potential, variety and capacity for additional visitors. Therefore, in this Wild Atlantic Way campaign, we are highlighting the great benefits to be found in places such as Sligo, Mayo and Galway as well as more traditional destinations in the region.”
The Irish domestic market is a very important component of the tourism sector and has proven to be very robust in recent years. Last year’s performance was buoyant with 4.8 million holiday/leisure trips taken, up 3.7% on 2015. Expenditure on domestic holidays in 2016 was €1.12 billion a 5% increase on the previous years. Total nights spent on domestic leisure trips last year was estimated at just over 15 million, a 2% increase on the previous year, with the average length of holiday trip at 3.1 nights. Visitors who stayed in hotel accommodation accounted for over 3.6 million domestic trips in 2016.
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