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The Wild Atlantic Way
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    Wild Atlantic Way guidelines

    Wild Atlantic Way: Trade sales support

    Can you describe the Wild Atlantic Way in one word? 

    Take a look at our interactive sales presentation tool. This online aid introduces the Wild Atlantic Way, the people that make it so special and all that the route has to offer.

    Discover the secrets of the Wild Atlantic Way...

    This guide highlights signature experiences more suited to the independent traveller such as:

    • Watch them weave magic into Donegal tweed.

    • Take a traditional seaweed bath.

    • Take a cable car for Europe's last sunset.

    Find out more about all the secrets of the Wild Atlantic Way by downloading our guide [pdf, 7.3MB].

    Catering for group travel?

    We have also created a handy manual designed to assist overseas operators to organise trips for larger groups.

    Find out more and download the full trade manual [pdf, 13MB].

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    Who to contact

    If you require more information on the Wild Atlantic Way, contact us.

    The Wild Atlantic Way

    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 touring 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 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

    Project goals

    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