2024 Wild Atlantic Way campaign

In April 2024, Tourism Ireland launched a new Wild Atlantic Way campaign in 14 markets, to coincide with the 10th anniversary of the iconic route. The campaign is capitalising on international media interest in the special birthday and highlighting ease of access to the region and direct flights from key markets to airports along the Wild Atlantic Way, including Cork, Kerry, Shannon and Knock. Overall, Tourism Ireland’s aim is to celebrate the anniversary by promoting off-peak travel and longer stays, delivering regional growth.

The campaign includes:

  • a global PR push, to inspire potential visitors by highlighting the success of the Wild Atlantic Way over the past 10 years. A series of press releases, compelling stories and video new releases will be shared with our database of 20,000+ international media contacts, highlighting the hero attractions, unique experiences and stunning sights of the route. 
  • a week-long takeover of Tourism Ireland’s social channels – with around six million followers – kicked off on 11th April, when we posted and shared inspirational Wild Atlantic Way content, to celebrate the unmissable experiences of the iconic route.
  • an invitation to people who have visited the Wild Atlantic Way over the past 10 years to share their favourite memory on social media using #FillYourHeartWithIreland and #LoveIreland and including a ‘happy 10th birthday to Ireland’s #WildAtlanticWay’ message in their post. 
  • dedicated video, digital and social campaigns to inspire holidaymakers in our top four markets – Great Britain, the United States, Germany and France – to visit the Wild Atlantic Way. 

Together with Fáilte Ireland, we will invite 100+ international media to visit the Wild Atlantic Way this year. Tourism Ireland will continue to work with our important tour operator and carrier partners to ‘close the sale’ for visits to the Wild Atlantic Way. In the autumn, 10 international content creators will be invited to take part in a Wild Atlantic Way relay, highlighting the many reasons why the region is a great off-peak destination. An ad campaign will also run in autumn/winter later this year.

Happy 10th Birthday to Ireland’s #WildAtlanticWay.

Click through our media gallery below.