The Chairman of Fáilte Ireland, Michael Cawley, stressed that a mixture of strong regional air access, compelling experience brands and continued investment will be key to

 sustained growth in the mid-west region. Mr Cawley was addressing the prospects of the local tourism industry as the Fáilte Ireland Authority met to deliberate on its plans for 2017 at the University of Limerick .

 Speaking about the prospects for the tourism sector in the mid-west, Mr Cawley said:

“As a peripheral destination on the edge of Europe and with nine out of ten visitors arriving here by aeroplane, Ireland is highly dependent on the air access which has fuelled much of the recent tourism growth. Fáilte Ireland’s plans for the year ahead will have a strong emphasis on regional growth but, if they are to bear fruit along the west coast, we must also ensure that we maintain and promote good levels of local air access in Shannon, Kerry and Knock.”

 

Mr Cawley added that Fáilte Ireland and its Wild Atlantic Way team are currently in discussions with the regional airports along the Wild Atlantic Way to develop a public private marketing vehicle to further grow international awareness of the Wild Atlantic Way brand.

 

Mr Cawley also stressed the importance of Fáilte Ireland’s suite of visitor experience brands – including the Wild Atlantic Way and Ireland’s Ancient East – to sustaining a good spread of regional activity across the country.  Mr Cawley emphasised:

 

“I am particularly keen that we harness the great brands we have developed to drive greater regional growth and a longer season for many businesses. Many businesses in the mid-west enjoy a tourism season as short as eight weeks and we are determined to assist many operators to trade longer into the year.

 

“Indeed, our autumn marketing campaign for the Wild Atlantic Way launches today and urges domestic consumers to take a break over the next few weeks along the route, including the mid-west. I am pleased to say that there is a particular focus in the campaign on encouraging visitors to explore the route away from the usual hot spots and with an emphasis on the mid-west and north-west.”