Michael Ring (Mayo, Fine Gael) | Oireachtas source

I thank the Senator for raising this matter. However, I should point out the respective roles of the Minister and the tourism agencies. The Minister and I set national tourism policy in order to grow a competitive and sustainable tourism industry. While my Department provides the funding for investment in tourism, it is not directly involved in the administration of funding programmes or in the development of experiences. In this context, Fáilte Ireland has operational responsibility for tourism product development, including the development of a small number of experience brands - such as, for example, the Wild Atlantic Way - that will make an impact in international markets.

The Senator is familiar with the Wild Atlantic Way and the impact it has had but it is worth reminding ourselves that the project was born out of the need to address the dramatic decline in international visitors to the west in the past decade. The route is a device to sell the unique experience of the west coast to an international market. The main objective of the Wild Atlantic Way project is to motivate more overseas visitors to visit the west, give them reasons to linger for longer and encourage them to engage with the landscape and communities along the route. As a visitor experience, the Wild Atlantic Way is all about experiencing where the land meets the sea and how the sea has shaped and influenced what happens on the land. The essence of the route is wildness, so it focuses on the wild Atlantic, hugging the coast wherever possible, and avoids dilution of the concept by straying too far inland. That said, the way is not simply a touring route, but a means to guide and attract visitors to particular areas. All villages, businesses and areas in close proximity of the route are, in essence, part of the geography of the Wild Atlantic Way. The purpose of the way is to guide visitors to what is to be seen on our western coast and to provide easy access to a range of experiences along and near the route. Communities on and near the Wild Atlantic Way are already using the route to generate more tourism traffic and revenue.

The route was developed using a collaborative approach in which regional steering groups were convened to inform the work. The process involved an extensive study of the coast and an evaluation of various route options, as well as a comprehensive process of stakeholder, community and public consultation. In total, 366 feedback submissions were made containing 862 individual comments. The eventual agreed route was the subject of capital funding in 2014 and 2015. This was initially directed towards route signage and developing the 188 discovery points along the way, including the 15 signature discovery points. Most recently, this involved the installation of "photo points" and interpretation panels at all 188 discovery and embarkation points.

Fáilte Ireland has advised me that the next phase of development of the Wild Atlantic Way includes the development of loops off the way's main spine to maximise the opportunities presented by it. Hopefully, this will spread visitors farther and encourage a more sustainable management of the environmental quality of the coastal routes. This work will involve all stakeholders in each loop, including local authorities and tourism businesses. The project is only at an early stage and the criteria for the loops, which need to ensure that they remain true to the brand of the Wild Atlantic Way, have not yet been finalised.

As someone from a rural area, I am committed to strong regional tourism through Fáilte Ireland. It is vital for the sector to increase the geographical spread of activity and the Wild Atlantic Way has been a great success in doing that. While the route is still being fully developed, it has already become a central part of our overseas promotion. That said, given how long it takes to get on the international travel map, I expect that it will be take much more time before the route starts getting the widespread recognition among potential tourists that it deserves. However, I am satisfied that it will continue bringing more overseas visitors to the west, including the Senator's county of Galway.