Ireland’s Wild Atlantic Way, a 2,600km dramatic coastline adjacent to the Atlantic Ocean, currently generates €3 billion annually in tourism income, as per the latest economic evaluation. The tourism agency, Fáilte Ireland celebrated the ten-year milestone of the route by releasing a report which showed a surge in visitors in the last year, nearly 2 million more than ten years ago, resulting in a spending increase of 59%.
The scenic route, inaugurated in 2014 as a remedy for the financial crisis with tourism as its focus, has transformed into a highly acclaimed global tourism brand and a significant economic catalyst for the western region, according to Fáilte Ireland. The statistics seem to validate this statement, with a rise in visitor spending and creation of approximately 35,000 jobs as per the report. The Wild Atlantic Way is regarded as Ireland’s “premier region”, accounting for slightly more than half of the country’s domestic tourism earnings.
Fáilte Ireland’s CEO, Paul Kelly, commented at the release of the study during the annual Meitheal trade fair in Killarney “when we draw an international comparison based on the most current data, we find that there has been a 45% increase in inbound travel to Ireland between 2013 and 2019, which significantly surpasses Northern Europe’s average growth of 25%”. He further emphasized the pivotal role of Wild Atlantic Way in this success as evidenced by an upswing of 60% in overnight stays by international visitors in the region during this timeframe.
The stunning coastal route, deemed one of the world’s longest and showcasing Ireland’s breath-taking landscape, runs from Inishowen Peninsula in the north to Kinsale in Cork’s south. This enigmatic journey unites various enchanting Irish tourist spots such as Ferris Head, Achill Island, Clew Bay, the Burren, Dingle Peninsula, and the Ring of Kerry, to name a few.
Discussing this at the Meitheal event, Tourism Minister Catherine Martin stated that the inception of the western coastal brand a decade ago represented an ambitious “outlook for the future of tourism”.
The renown of Ireland as a top tourist hot spot has been solidified and is now broadly acknowledged, according to a spokesperson. The Wild Atlantic Way’s artisans have expressed a desire to carry forward their skills to the forthcoming generation.
Its reputation among international tourists has been heightened by its cameo appearances in numerous films, from the Star Wars series to the Banshees of Inisherin.
Tourism Ireland, the organisation responsible for promoting Ireland globally, has set its sights on exploiting its popularity, producing a considerable quantity of over 20 food and travel television programmes that spotlight the coastal allure. This has resulted in a remarkable reach of 450 million viewers. To celebrate the decade anniversary, the promotional campaign will be amplified in 14 foreign markets through different media channels.