Head Lighthouse.

New for 2016 Wild Atlantic Way Highlights Wild Atlantic Way Galway Hookers, Co Galway. Project Update LONGEST DEFINED COSTAL TOURING ROUTE IN THE WORLD STRETCHING SIGNATURE Season Extension Initiatives DISCOVERY Tourism Capital Projects Wild Atlantic Way Passport A big challenge for many of the 188 POINTS 2,500km DISCOVERY 15 communities along the Wild Atlantic Wild Atlantic Way Fáilte Ireland in partnership with An Way is the duration of the season which FROM IN Post will launch its Wild Atlantic Way TO IN WEST CORK POINTS Interpretation & can be as little as 8 weeks outside the Passport in May 2016. Given the scale traditional well established tourism Branding Programme of the Wild Atlantic Way, the passport is hubs. In 2016, Fáilte Ireland will identify being developed as a tool to provide a NATIONAL The installation of Photo Points and a number of areas to implement season memento of the visit and to encourage Interpretation Story Panels at each of extension initiatives with the objective repeat visits to other parts of the Wild FIVE PARKS the 188 Discovery Points along the Wild of encouraging businesses to stay open Atlantic Way by both international and Atlantic Way will be complete in time for longer at the back end of the season domestic visitors. By partnering with the 2016 visitor season. This project will (mid September to end October). An Post, visitors will be encouraged to give visitors a sense of the local stories engage first hand with locals who will be and will encourage greater engagement REGIONS able to provide local insights and stories Signature Experience Plans TOWNS AND 6 and dwell time which will contribute to VILLAGES ALONG THE to visitors which will contribute to a local economies. In 2016, the Wild Atlantic Way team will WILD ATLANTIC WAY unique holiday experience. commence work on the development 200 Fanad Head Lighthouse & of a suite of Experience Development Plans. These will be adopt either a Visitor Centre (Spring 2016) 2016 Work Plans “geographic” or “thematic” approach. It The development of a new visitor centre is intended that the plans will be tangible adjacent to the Lighthouse, which is a The key challenges facing the Wild action plans that can be implemented Signature Discovery Point on the Wild Atlantic Way in 2016 are as follows: over a 2-3 year period and will be Atlantic Way, will open in Spring 2016 developed as “hero” tourism product enhancing the visitor experience. 1 Raising of the Wild Atlantic Way at the heart of each plan. Each “hero” product(s) will be supported by a range Derrigimlagh, 2 Shoulder Season Extension of Supporting Visitor Experiences (May 2016) 3 Regional Spread of Visitors that will encourage visitors to spend This exciting and innovative project longer in a particular area. These visitor experiences will be underpinned by a KERRY IS ONE OF ONLY THREE LOCATIONS THE BEST PLACE TO sees the development of an interpreted WORLDWIDE DESIGNATED AS A looped walk on the site of the Marconi International Awareness variety of accommodation, hospitality UNESCO Wireless Station and Alcock & Brown Tourism Ireland will continue to promote and other key services that will all bring 26 GO WILD the Wild Atlantic Way proposition to life. GOLD TIER DARK WORLD Transatlantic Landing site bringing two the Wild Atlantic Way internationally OFFSHORE IN IRELAND HERITAGE of the most important industrial stories as part of their ongoing marketing SKY RESERVE of the twentieth century to life for communications plan. In addition Industry Capability Building ISLANDS SITE – ONE OF THE BEST LOCATIONS IN THE visitors. to this activity Fáilte Ireland will Fáilte Ireland will deliver a establish a Public Private International WORLD FOR STAR GAZING! Connemara Cultural comprehensive range of Business Marketing Fund to design and Supports to tourism businesses along Centre @ Pearse’s Cottage implement a dedicated Wild Atlantic the Wild Atlantic Way to support Phase one of this project will be Way consumer marketing campaign to capability building and to ensure our complete in Spring 2016 and will increase awareness levels and generate partners are well equipped to exploit include an enhanced walkway from the incremental international bednights. all opportunities presented by the Wild ERRIS, CO. MAYO new developed car park to the exiting Fáilte Ireland will work with Tourism Atlantic Way. Supports will be delivered national monument of Pearse’s Cottage. Ireland on the implementation of this across a variety of topics including Sales The Connemara Cultural Centre which is campaign. & Distribution, Revenue Management, currently in development is scheduled to Cross Promotion & Cross Selling, Digital WORLD RESPONSIBLE TOURISM AWARDS come on stream in September 2016. Domestic Supports, Wild Atlantic Way Ambassador Consumer Marketing Programmes and Customer Care. Full Spring 2016 details of all business supports with While the Wild Atlantic Way experience dates and locations can be found on brand is well established here on the ground in Ireland, we can’t afford to www.failteireland.ie/Business-supports 1st 2nd 2nd become complacent. With this in mind we will implement a strong digital www.failteireland.ie/wildatlanticway CNOC SUAIN CONNEMARA campaign in Spring 2016 to keep Wild Best Cultural Best Cultural WILD ESCAPES Atlantic Way top of mind in the key Heritage Heritage Best for engaging booking periods. This will be followed Attraction Attraction people and culture up by a dedicated multi media campaign aimed at encouraging shoulder season breaks in Autumn 2016. 6627 WAW A4 Info Leaflet AMMEND v2.indd 1 11/12/2015 16:20 PASSPORT Fanad Head, Co. Donegal. 5 Dick Macs Pub, , Co. Kerry. Rossbeigh, Co. Kerry. Coasteering, Co. Donegal. Failte Irteland Expo.

Horses Galloping Rossbeigh. Zones of the Work to Date Wild Atlantic Way Wild Atlantic Way Vision 1 Wild Atlantic Way launched in Spring 2014 9 Supported Porsche Club of Ireland Wild Atlantic Way Run in summer 2015 To create a world class, sustainable and unmissable experience brand 2 €12M invested in tourism capital infrastructure 10 Over 800 journalists from 20 countries have been In order to present the Wild Atlantic Way THE BAY COAST: AN THE HAVEN COAST: NATURE that engages and energises the visitor so that they become powerful along the route hosted along the Wild Atlantic Way since the launch in meaningful “chunks” that visitors can enjoy we have amplified six zones along OPEN-AIR PLAYGROUND SETS THE PACE advocates and leave them wanting to return for more. 3 Route signed from Inishowen Peninsula in Donegal to 11 Hosted Adventure Travel World Summit (ATWS) 2014 the route from Donegal to West Cork. Skimming the Coast, from The southernmost stretch – from Kinsale in West Cork in Killarney with 650 international delegates These zones allow Fáilte Ireland to work to Galway Bay. Bantry via Skibbereen to Kinsale. 4 188 Discovery Points along the route including 15 12 Hosted Wild Atlantic Way Expo 2015 in Galway with with tourism businesses, communities and stakeholders to develop compelling The Bay Coast is a salty, open-air The southernmost stretch of the Wild Signature Discovery Points 60 international Adventure & Youth buyers and motivating visitor experiences for playground, loaded with dazzling Atlantic Way zigzags gently, from each zone. In 2016, we will deliver a suite beaches and Blueway trails, with dreamy Bantry Bay through Skibbereen 5 Fully dedicated consumer and trade website 13 Investment of €1.5 million in Festivals & Events in opportunities to kayak, kite-surf, and on to Kinsale. Past gardens lush Digital Footprint www.wildatlanticway.com launched in Spring 2015 2014 & 2015 of business supports by zone especially tailored to meet the needs of tourism paraglide, swim and dive. Cyclists with sub-tropical plants. Between Visit businesses in these areas. follow the Great Western Greenway hedgerows thick with fuschia and 6 Wild Atlantic Way app launched in Summer 2014 14 Developed 100+ Wild Atlantic Way visitor experiences – one of the world’s most scenic monbretia. By hundreds of inlets, in partnership with tourism businesses in 2015 cycleways. Walkers climb the sacred coves, safe harbours and Blue Flag NORTHERN HEADLANDS: and Twelve Bens range. beaches just right for long days spent in 7 International and domestic advertising campaigns to 15 Wild Atlantic Way Operational Programme 2015-2019 www. the salty air… beachcombing, island- raise awareness published in Summer 2015 JOURNEYS BEGIN Expand your mind, body THE CLIFF COAST: HARD hopping, whale-watching, learning to wildatlanticway 8 Supported ITV’s Wild Ireland series with Christine 16 Ongoing trade, community & stakeholder briefings and soul in Donegal. sail, kayaking on a saltwater lake in the LAND , WARM HEARTS moonlight, or simply enjoying a pint on Bleakley which was viewed by close to 12 million viewers throughout the year Untouched, off-radar and crying out Beauty and tradition, from Galway the quayside while the fishing boats land .com Follow Us in Great Britain for exploration, this rugged and remote through Clare to the north Kerry coast. their catch. If you are interested in using region marks the north-western contour the Wild Atlantic Way logo & of the Wild Atlantic Way. “The land is hard, the soul is not…” @wildatlanticway So says Lonely Planet about the Wild adhere to brand guidelines #wildatlanticway Wild Atlantic Way Operational Programme 2015-2019 Awards & Accolades THE SURF COAST: WIND Atlantic Way’s Cliff Coast, where Ice Age please email landscapes meet west coast warmth AND WAVES OUT WEST www.facebook.com/irelandswaw [email protected] In 2015, Fáilte Ireland developed and published the Wild Atlantic Way „ Best Tourism Initiative 2014 - and music is a way of life. This striking www.youtube.com/ Operational Programme to set out a strategy, implementation framework Chambers Ireland The waters and the wild, seaboard is a place for cliff-top walks, Achill Island, Co. Mayo. and programme for the sustainable implementation of the Wild Atlantic from Donegal to Erris. island-hopping, glowing pubs, rich „ National Impact Award – LAMA This stretch of the Wild Atlantic Way, waves of traditional music and soul- wildatlanticway Way over the period 2015-2019. This Operational Programme is the first stirring views. Download the in a series of strategies which will set out a vision for the continued Awards 2014 leading from Donegal Town through Instagram page name: evolution of the Wild Atlantic Way over the decades to come. to far-flung Erris, was the famous SOUTHERN PENINSULAS: FREE Wild Atlantic Wild Atlantic Way „ Best Tourism App - Appy Awards poet’s, W.B.Yeats, ‘Land of Heart’s Way App now http://www.failteireland.ie/Wild-Atlantic-Way/ 2014 Desire’ - the countryside in which he THAT EDGE-OF-THE-WORLD The-Wild-Atlantic-Way-Operational-Programme.aspx grew up and which inspired him well into FEEL - your official guide „ President’s Prize - Irish old age. It’s just as poetic today. Voted Landscape Institute Awards 2015 Ireland’s ‘Best Place to Go Wild’, coastal Memorable experiences to the lifetime!journey of a GOALS AND OUTCOMES hubs like , Mullaghmore, on the Cork and Kerry coasts. „ Best in Digital Geography & and Strandhill are renowned This is as far west as Ireland gets: “next Location-based Services – Eir for their surf – throwing up both Downpatrick Head, Co. Mayo. Benefits of joining the group: „ To ensure that the Wild „ To ensure that the Wild Atlantic parish Manhattan”, as they say. And Atlantic Way brand is Way delivers benefits to local Golden Spider Awards 2015 beginner-friendly ripples and monster there’s a distinctly edge-of- the-world Wild Atlantic Way slabs that attract some of the world’s „ Provides up-to-date details on Fáilte Ireland compelling to our target communities in the west of Ireland feel to the Southern Peninsulas, as both Download the LinkedIn Trade Forum top waveriders. events, initiatives, workshops and other trade market segments and that and contributes to a better place „ Best in Travel Sport Leisure & the mainland and everyday life are left FREE official supports related to the Wild Atlantic Way the Wild Atlantic Way itself to live for everyone. Tourism – Eir Golden Spider far behind. Wild Atlantic Way app Activation of our LinkedIn Forum programme. becomes a world-class Awards 2015. – have you joined ? „ Presents an opportunity to learn from peers and visitor experience. wildatlanticway.com/ „ Love Radio Awards 2015 – Best network with like-minded people. pages/the-app/ Register now on Collaboration between Radio Bitly.com/wawlinkedin „ Enables direct communication with other „ To ensure that the Wild „ To ensure that the implementation Station & Agency for Tubridy members (Wild Atlantic Way team and other Atlantic Way delivers of the Wild Atlantic Way 2FM Tour in Summer 2015. businesses on the Wild Atlantic Way). balanced and sustainable Operational Programme facilitates , Co. Clare. What’s the Forum for? revenue and jobs growth the protection and enhancement „ Irish Planning Institute National To develop a community where Fáilte Ireland with greater geographic of the environment of the west of Awards 2015 – Winner Tourism and the Wild Atlantic Way businesses can come and seasonal spread. Ireland – as the fundamental asset & Economic Development together to network and build relationships that is the basis of the Wild Atlantic category. through open discussions and the exchange of Way – in association with other key knowledge and ideas on topics related to the stakeholders. Wild Atlantic Way.

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