A Wild Atlantic Way to churn tourist revenue

The Wild Atlantic Way — a tantalising banner for 2,600km of rugged road covering the length of the west coast — came in response to the economic crash; borne amid fears Ireland’s lucrative tourism cash might be among the many things to dry up.

These are dizzying numbers considering the initial Fáilte Ireland investment of just €10 million, announced in February, 2014. Its “vision for the future of tourism”, as it was described this week by Minister for Tourism Catherine Martin, would cast a wide net for the industry, initially capturing 500 visitor attractions, 580 festivals, 17 trails and 50 looped walks. Around the world, potential visitors were tempted by vivid photographs of the Cliffs of Moher and rolling green pastures.

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