ABSTRACT
The Wild Atlantic Way (WAW) project was developed with the aim of achieving greater visibility for the west coast of Ireland in overseas tourist markets. A variety of approaches have been implemented to maximize how the WAW is marketed to tourists and to develop and nurture lasting partnerships with local businesses that enhance the story behind the WAW. Collaboration between the WAS and Ireland’s development of food tourism is one marketing avenue. A WAW passport is available to tourists, at a cost of €10, and can be obtained at any Post Office or Tourism Information Office. The WAW utilizes Facebook, Instagram, Pintrest, Twitter, and YouTube to promote the route via images, videos, suggested itineraries, and communicate and share visitor experiences. A variety of videos are available throughout the website. Graphics are used to capture the imagination of tourists and provide opportunities for travellers to be drawn in visually to what the WAW has to offer.
