Concerns Over Wild Atlantic Way Extension to Northern Ireland
Members of Stormont's economy committee have criticised the absence of plans to extend the Wild Atlantic Way tourism brand into Northern Ireland, describing it as illogical.
The Wild Atlantic Way is a 2,500 km (1,553 mile) coastal route that runs from counties Cork to Donegal. It was developed by the Republic of Ireland's tourism authority, Fáilte Ireland, and is credited with attracting millions of tourists to Ireland's west coast.
During a committee meeting on Wednesday, members were informed that Fáilte Ireland had not consented to requests for extending the Wild Atlantic Way brand to the Causeway Coast in Northern Ireland.
Michael Wickham Moriarty, representing Tourism Ireland, explained that any extension of the brand would require an agreement between Fáilte Ireland and Tourism Northern Ireland.
Fáilte Ireland has recently expanded its Hidden Heartlands campaign to include County Fermanagh in Northern Ireland.
Both Conor Murphy, former economy minister at Stormont, and his successor Caoimhe Archibald have expressed support for utilising the Wild Atlantic Way and other tourism brands.
Tourism promotion across the island of Ireland is managed by three agencies: Fáilte Ireland promotes tourism in the Republic of Ireland; Tourism Northern Ireland promotes Northern Ireland; and Tourism Ireland markets the entire island internationally.
Moriarty, from the all-island body Tourism Ireland, stated that the brands are "owned by Fáilte Ireland".
"So it's ultimately an agreement between Fáilte Ireland and Tourism Northern Ireland on this extension or any other extensions,"
David Roberts of Tourism Northern Ireland acknowledged that Fáilte Ireland had not agreed to extend the Wild Atlantic Way brand.
"Fáilte Ireland's agreement to date has been that they have agreed to extend Ireland's Hidden Heartlands, so the broader request is there around extending the brands,"
However, Roberts noted that the Causeway Coast already possesses a "strong brand" for tourism.
"There is a very strong customer awareness of the Causeway coast that resonates very well with potential visitors,"
"Yes, the brand is kind of important, but ultimately it's about the experience,"
It had been hoped the Wild Atlantic Way could have been extended to include iconic tourist hotspots like the Giant's Causeway.
Political Reactions to the Lack of Extension
The issue was raised by Social Democratic and Labour Party (SDLP) assembly member Sinéad McLaughlin.
"In the papers the Fáilte Ireland presented to us, they've very clearly said that there are no plans to licence the Ireland's Ancient East or the Wild Atlantic Way brands to Northern Ireland,"
McLaughlin expressed frustration at the lack of clarity and described the absence of a coordinated approach as "absolute total madness."
Alliance Party assembly member Kate Nicholl also criticised the decision.
"To me, it makes no sense. It is this amazing brand and we're just stopping rather than extending it on,"
The debate highlights ongoing challenges in cross-border tourism cooperation and branding on the island of Ireland.
