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28 Sep 2015

700,000 Swedes read about Wild Atlantic Way

An article in a major Swedish newspaper showcasing the Wild Atlantic Way hit the newsstands in Sweden yesterday (Sunday, 27 September), profiling the destination to some 700,000 readers – or potential holidaymakers for the West of Ireland.

Dagens Nyheter is one of Sweden’s main daily newspapers, with about 700,000 readers, and Tourism Ireland in the Nordic Region invited journalist Johan Öberg, from Dagens Nyheter, to visit this summer. The resulting article appeared yesterday under the headline “Vägen till det vilda Irland” (meaning “the road to wild Ireland”), with lots of great images and tips on places to stay, eat and visit along the western seaboard.

Aileen Hickey, Tourism Ireland’s manager in the Nordic Region, said: “We are delighted with the coverage in Dagens Nyheter, which is an excellent way of showcasing the Wild Atlantic Way to a large audience of potential Swedish holidaymakers. Publicity is an important element of our overall promotional programme, helping to raise awareness through the media in Scandinavia of our spectacular scenery and the many things to see and do on a holiday on the west coast and elsewhere around Ireland.

“The Nordic region is an important market for tourism to the island of Ireland and 2015 looks set to be a strong year, with the most recent CSO figures showing growth of +16% for the May-July period. Our busy autumn campaign is now in full swing, to take advantage of late booking trends, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island of Ireland.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • In 2014, we welcomed 8.4 million overseas visitors to the island of Ireland, delivering revenue of €4.1 billion.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.