'Nothing could have prepared us for how popular the brand became' — Developing the Wild Atlantic Way

Since its launch a decade ago, the Wild Atlantic Way has  become one of the great successes of modern Irish tourism

Head of the Wild Atlantic Way at Fáilte Ireland Miriam Kennedy: 'The Wild Atlantic Way route has become iconic in a relatively short space of time, and so it tends to generate a lot of interest internationally as to how we managed this.' Picture: David Ruffles

Since its launch a decade ago, the Wild Atlantic Way has become a household name all over Ireland and across the world. 

Supporting more than 80,000 jobs, it has become one of the great successes of modern Irish tourism.