Minister of State for Tourism and Sport Brendan Griffin TD joined Tourism Ireland and Fáilte Ireland , to launch a new €1.8 million initiative, specially designed to boost tourist
numbers from Britain to the Wild Atlantic Way.
Pictured are Paul Keeley, Director of Commercial Development with Fáilte Ireland; Tourism Minister Brendan Griffin; and Niall Gibbons, CEO of Tourism Ireland, at the launch of a new ‘Wonders of the Wild Atlantic Way’ campaign.
A €1.35 million marketing campaign in Britain will be complemented by a Fáilte Ireland €500,000 programme to support businesses along the Wild Atlantic Way to position themselves to benefit from the campaign, as well as to boost its own marketing campaigns in Northern Ireland.
The ‘Wonders of the Wild Atlantic Way’ campaign will be rolled out by Tourism Ireland in Britain in two phases: phase one will happen in February and March and phase two in September and October.
It aims to entice British holidaymakers to visit the Wild Atlantic Way during the off-season months. It will highlight ease of direct access from six British gateway cities to Cork, Kerry, Shannon, Knock, Donegal and City of Derry airports.
Minister Brendan Griffin said: “Whilst the performance of the tourism sector in 2017 was exceptionally good, the one negative aspect was the decline in the number of overseas visitors to Ireland from Britain. It is therefore very encouraging to see marketing initiatives such as this being launched by Tourism Ireland and Fáilte Ireland. In terms of inbound visitor numbers, Britain still remains our largest tourism market; therefore it is vital that we continue to strive to make Ireland an attractive destination for British tourists, in light of the uncertainty created by Brexit. I want to compliment the tourism agencies on the outstanding success of the Wild Atlantic Way initiative to date, but what’s more encouraging is to see a focus on trying to grow and build on that success, as evidenced by this rural tourism marketing campaign. This is very welcome news for the economy of rural Ireland, especially along the western seaboard.”
Niall Gibbons, CEO of Tourism Ireland, said: “As our nearest neighbour and one of our top markets for overseas tourism, Britain remains a priority for Tourism Ireland. This new ‘Wonders of the Wild Atlantic Way’ campaign will highlight all the great things to see and do the length of the Wild Atlantic Way and will encourage British holidaymakers to come and visit outside of the peak travel season. We are very much aware that Brexit has impacted on consumer confidence and, in turn, on outbound travel from Britain – including to Ireland. The depreciation of sterling against the euro means that value for money continues to be a key message for us in Britain. An important element of this campaign is the co-operative advertising with airlines flying to airports along the Wild Atlantic Way – highlighting good value offers and ease of access, helping to convert interest into business.”