by Louise Doyle
OPENING up the Wild Atlantic Way, which stretches from Cork to Donegal, into Northern Ireland could tap into a new all-Ireland tourism, Fáilte Ireland has said.
The view of the national tourism development authority comes after Stormont’s Economy Minister Conor Murphy said it is possible that the Wild Atlantic Way could be extended to Northern Ireland.
The 2,500 km (1,553 mile) coastal route is a tourism brand which currently sweeps from Kinsale, County Cork, to the Inishowen Peninsula in Donegal.
The route was launched in 2014 and is credited with helping boost tourism in the west of the country.
Its economic benefit was recently revealed as worth €3 billion per year – an increase of 59 per cent on 2013.
This growth has contributed to the creation of an additional 35,000 jobs, with tourism now supporting 121,000 jobs across the region.
Mr Murphy has said he wants to start discussions about using the route and other Fáilte Ireland brands in Northern Ireland.
Tourism promotion on the island of Ireland is split between three agencies. Fáilte Ireland promotes the Republic of Ireland, Tourism NI promotes Northern Ireland and Tourism Ireland jointly markets the whole island to international visitors.
A spokesperson for Fáilte Ireland said there are potentially exciting plans in the pipeline as part of a granted Shared Island fund allocation of €7.6 million.
“The Wild Atlantic Way route was established in response to a crippling global recession which left the tourism economy on the west coast of Ireland facing sustained challenges with declining coastal communities and a tourism season of no more than six weeks in many places.
“The brand was designed to create a product of scale that would re-imagine the west coast. The Wild Atlantic Way celebrates its 10th anniversary this year, however it remains a ‘young’ brand with plenty of opportunity for further economic growth, particularly in the northern half of the Wild Atlantic Way.”
The spokesperson said that one of the strategic objectives outlined in the recently published Regional Tourism Development Strategy for the Wild Atlantic Way is to raise the international profile of the northern half of the Wild Atlantic Way to increase visitation and revenue.
“To do this, Fáilte Ireland will create a more sustained partnership and focus with Tourism Northern Ireland, Donegal County Council, Derry City Council and Tourism Ireland to better partner on Wild Atlantic Way and The Causeway Coast for the mutual benefit of the northwest.
“In Budget 2021, the Government announced the Shared Island Fund, with a planned €500 million to be made available out to 2025, providing multi annual funding for investment in collaborative North/South projects supporting the commitments and objectives of the Good Friday Agreement.”
This fund is made available under the Shared Island initiative which aims to enhance cooperation, connection and mutual understanding on the island.
“Under the Shared Island fund an allocation of €7.6 million has been granted for a new all-island tourism brand collaboration and marketing initiative based on a proposal developed by Fáilte Ireland, Tourism Northern Ireland, and Tourism Ireland. The vision of the proposal is to connect the Wild Atlantic Way and the Causeway Coastal Route and in such a way that the visitor is motivated to stay longer and spend more thereby bringing greater economic benefit to the region.
“The aim of this project is to bring the Causeway Coastal Route and the Wild Atlantic Way together to improve the overall performance of tourism to the island of Ireland and to create a standout destination for international marketing. The project will also bring benefits to areas that are in the hinterland of these two routes, bringing new opportunities to these areas to create lasting economic benefits.
“This is a project of scale aimed at raising the international profile of the island of Ireland and increasing the number of international visitors and associated revenues, balanced with staying sensitive to the natural environment.”
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