In advance of the 3rd Annual IPBN Tourism Conference on November 14, this time in the iconic city of Porto, the network sat down for a chat with an esteemed speaker at the conference, Miriam Kennedy, Head of the Wild Atlantic Way at Fáilte Ireland. You can read more about her panel discussion at the event here. We covered major developments over the first 10 years of the Wild Atlantic Way, promotion of the organization's concepts, obstacles and challenges in the sector, main success factors, and more. 

Fáilte Ireland launched the Wild Atlantic Way in 2014 in response to a crippling global recession which left the tourism industry on the west coast of Ireland, decimated. Coastal communities were declining, thousands were emigrating and in many towns and villages along the west coast, the tourism season was only 4- 6 weeks long.

According to Miriam, "We knew that we needed something of scale to reimagine the west coast and attract visitors back and The Wild Atlantic Way-a brand that brought together 9 counties in one coastal drive- was our big idea. The brand was designed to create an experience of scale stretching all the way from Donegal in the Northwest to Cork in the south at 2500km it is the longest-defined coastal touring route in the world. Our ambition was for the Wild Atlantic Way to become an economic engine for the west of Ireland, attracting domestic and international visitors by giving them an iconic touring route. While we knew we had a potentially successful brand on our hands, nothing prepared us for how quickly it would take off both at home and abroad."

Promoting and developing the concept began with the initial concept of a touring route. The company set about defining the geography, the start and end points, and did a comparative analysis with the competition. "There was already the garden route in South Africa, the great ocean road in Australia, so what would make our route different, and we hit on the scale of it-it would be the longest coastal touring route in the world, stretching 2500km from Inishowen in Donegal to Kinsale in west cork," she said.

Then there was the delivery of it. The company was given two years to bring the Wild Atlantic Way from concept to actual signs and discovery points in situ. This included 4000 signs, 900 junctions, and 180 discovery points, so it was no small feat that could never have been pulled off without the help of the public and private sectors with them on the journey.

"On the promotion side," according to Miriam, "we tested the brand rigorously with potential domestic and international consumers before it was launched. In every market, North America, UK, France, Germany, and Ireland it tested extremely well with pretty much everyone telling us it would be a motivating reason for them to buy a plane ticket and come to Ireland. We built out the story of the Wild Atlantic Way itself, how the people and places were shaped by the wildness of the land and sea over thousands of years, and how by engaging with the people who live there, visitors would get a real connection and authentic experience. We partnered with the industry to create new experiences linked to the brand and we worked with industry partners to use the brand in their hotels, restaurants, etc so that visitors would get that strong sense of place."

In terms of the biggest challenges the project faced at the outset, there was the question of how they could bring communities along the journey and get them to buy into the idea at an early stage. "We knew that we could only make the brand a success if the people who lived and worked in the region, were behind it and part of it. We stood in local town halls and community centers up and down the coast, telling everyone about what we hoped to do and how they could be “champions” for the brand. We explained that we were not attempting in any way to “Disney” the West Coast, rather we wanted to represent our Atlantic communities and share their stories with visitors in an authentic way," Miriam told the IPBN.

She continued, "We brought these stories to life through the installation of over 180 discovery points all along the route which tell the stories of the people and the place and encourage visitors to slow down and engage with local communities. These discovery points were also strategically located at the best viewing points of the area and have resulted in millions of Instagram impressions which further cemented the brand."

The main factors of The Wild Atlantic Way's success that brings tourists to the region is the magic, the route's authenticity, and its wildness, full stop. From breathtaking cliffs and sandy beaches to ancient stone walls and vibrant local cultures, visitors find a genuine experience of Ireland’s west coast. "The route stays true to who we are, along with the variety of experiences we offer, from adventure and outdoor activities to arts, food, and heritage." Since its launch, the Wild Atlantic Way has become a household name all over Ireland and is now making waves internationally.

In 2023, just under 2 million more visitors came to the West Coast than in 2013 (1 million of those international) and estimates show an additional 35,000 jobs were created as a direct result of the Wild Atlantic Way experience brand. It is worth 3 billion euro annually to the economy and has been a lifeline to many businesses and has seen the development of hundreds of new small and medium enterprises along the route. Additionally, Fáilte Ireland’s dedication to sustainable growth ensures that the Wild Atlantic Way remains not only a desirable destination but also one that continues to benefit and involve the communities living along it.

There have been some important lessons the team has learned along the way. First, is the power of partnership. "Working hand-in-hand with communities, stakeholders and local businesses has been crucial to the Wild Atlantic Way’s success. The tourism industry along the route became early brand champions, sharing our ambition and bringing it to life. Local Authorities in every county on the West Coast gave us not just their support but their engineers to create the route and put the necessary infrastructure in place," Miriam said.

She continues, "Local communities and businesses embraced it from the very outset and made it their own and they continue to embody the essence of the Wild Atlantic Way. It was truly a team Ireland effort. Now the Wild Atlantic Way has become more than just a route, it’s an internationally renowned invitation to explore the heart and soul of the West of Ireland. It was a great example of what can be achieved when communities, industry, and public agencies all work together toward a common goal and we’ve taken it as the blueprint for how to best develop destinations with the needs of the visitor, the industry, the community, and the environment all balanced appropriately. "

In summary, The Wild Atlantic Way is still a very young brand, with plenty still to deliver and this anniversary marks the first decade in what they know will be a lasting legacy. As a development agency, they have continued to invest in the Wild Atlantic Way as a region ranging from visitor attractions to towns and villages to smaller visitor experiences all of which make up the color and fabric of tourism on the West coast.

"In the next five years," according to Miriam, "we will invest over €70 million in the sustainable development of our tourism product along the Wild Atlantic Way - with some major projects including Fort Dunree in the northwest, Westport Estate in the northwest and new masterplans for our iconic attractions such as the Cliffs of Moher in the midwest. As tourism trends continue to change and visitors look for an authentic experience and to truly engage with the culture and traditions of the people and of the area - this is the type of tourism that the Wild Atlantic Way is made for!"

Register today for the Tourism Conference on November 14 to be sure you won't miss more from Miraim and more!