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12 Sep 2018

Phase 2 of ‘Wonders of the Wild Atlantic Way’ promotion targets millions of Britons for autumn and winter breaks

Phase two of Tourism Ireland’s ‘Wonders of the Wild Atlantic’ campaign is rolling out in Britain during September and October, to encourage ‘Culturally Curious’ travellers to take a short break along the Wild Atlantic Way during the off-season months. 

The campaign is highlighting ease of access from London, Manchester, Birmingham, Glasgow and Edinburgh – which all have direct flights to the West of Ireland. The campaign includes outdoor ads (on city streets and along commuter routes), sponsorship of Bill Turnbull’s weekend show on Classic FM, email marketing, as well as extensive publicity and social media activity. And, offers from tourism companies in the West of Ireland are being highlighted on Tourism Ireland’s website, Ireland.com, reminding prospective visitors about the good value available during the off-season. 

Julie Wakley, Tourism Ireland’s Head of Britain, said: “As our nearest neighbour and one of our top markets for overseas tourism, Britain remains a priority for Tourism Ireland. Our ‘Wonders of the Wild Atlantic Way’ campaign is highlighting all the great things to see and do along the Wild Atlantic Way, to encourage British holidaymakers to come and visit over the coming months.”

Great Britain is a vital market for tourism to the island of Ireland. It delivers 47% of all overseas visitors and around 30% of all overseas tourism revenue. Its contribution to the regional tourism economy and to season extension objectives are also significant, with 41% of British visitors arriving between October and March.

Phase one of Tourism Ireland’s ‘Wonders of the Wild Atlantic’ campaign was undertaken this spring.

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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 more than 300,000 people across the island.
  • In 2017, we welcomed 10.6 million overseas visitors to the island of Ireland, delivering revenue of about €5.6 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 19.2 million visitors in 2017.