Industry takes stock of a resurgent decade at annual Meitheal show

THE MEITHEAL TOURISM TRADE CONFERENCE AT WHICH THE WILD ATLANTIC WAY WAS LAUNCHED IN 2014 HEARS OF ITS IMPACT 10 YEARS ON - 2 MILLION MORE VISITORS AND AN ESTIMATED WORTH OF €3BN THE WILD ATLANTIC WAY: 10 YEARS ON

A NEW report taking stock of the impact of the Wild Atlantic Way route ten years into its existence has vindicated the marketing vision on which it was launched back in 2014 as a new tourism brand developed by Fáilte Ireland.

Two million more visitors to the west coast last year than in 2013, and an increase of 59 per cent in the value of tourism to the communities of the route since then – the report’s findings provided much to celebrate on the anniversary at the opening of the Meitheal conference held in the National Convention Centre in Killarney last week.

It’s the biggest tourism trade event in Ireland, and the very same one at which the Wild Atlantic Way was first launched back in 2014.

Kerry, as with every other county on the way, embraced the vision whole-heartedly but few would have dreamed of the success it would realise in just ten years.

The economy of the Wild Atlantic Way now benefits to the tune of €3billion annually from tourism – 59 per cent higher than was the figure for 2013.

It has contributed to the growth of an additional 35,000 jobs, with tourism now supporting 121,000 jobs across the region.

Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media Catherine Martin paid tribute to all involved in the success story in her address on the opening day of the Meitheal conference last week:

“This year, Meitheal is particularly special as we mark the 10th anniversary of the Wild Atlantic Way. Ten years ago, a vision for the future of tourism in Ireland was launched, a route that stretched for 2,500 kilometres along our rugged Atlantic Coast.

“This is now a household name and cements Ireland’s reputation as a must-visit tourism destination, and I commend Fáilte Ireland and Tourism Ireland on their work in driving this success over the last 10 years.”

“For a small island, we have a huge amount to offer from world-class scenery, hospitality, activities, attractions, culture, heritage, and food. It is fantastic to see so many businesses at

Meitheal this year to showcase the richness of our tourism offering to these international buyers and tour operators.”

Fáilte Ireland CEO Paul Kelly said it had been ‘transformative’: “We are proud to mark the 10th anniversary of the Wild Atlantic Way at Meitheal this year and reflect on a brand that has had a truly transformative impact on the economy of the west coast...

“Domestically, the Wild Atlantic Way is our most popular region with 51% of all domestic tourism revenue being generated there.

“When we compare this internationally, based on the most recent data available, we see that inbound travel to Ireland grew by 45% between 2013 and 2019, well above the Northern European average of 25%.

“And the Wild Atlantic Way was a key contributor to this success with overseas visitor bednights in the region growing by 60% across this period,” Mr Kelly added.