Today marks the end of Celtic Routes, the tourism project that aimed to strengthen ties between Ireland and Wales. Gearóid Ryan of Hook Rural Tourism in Co Wexford expresses his disappointment, stating that this is a common occurrence where great initiatives are abandoned and forgotten. Celtic Routes, launched in 2019 as part of the Ireland-Wales Programme, received €4m in funding over four years to promote tourism in six counties across Ireland and Wales. The project successfully reached a global audience of over 300 million people, but due to Brexit, there is no new funding available to continue. Oonagh Messette, the project officer, laments the loss of the partnership, networks, collaboration, and marketing opportunities that Celtic Routes offered. The Department of Tourism confirms that there is currently no successor to the programme, attributing it to the UK’s exit from the EU.
Celtic Routes implemented various initiatives such as a website, social media presence, a TV series, media trips, and learning missions. These efforts aimed to increase visitor dwell time in the coastal counties and transform them into popular tourist destinations rather than just transit zones. Mr. Ryan of Hook Rural Tourism acknowledges that he never fully appreciated the similarities between the Irish and Welsh countryside until he participated in networking trips facilitated by Celtic Routes. He now speaks highly of Wales whenever he gets the chance.
While the Ireland-Wales programme was always meant to be time-limited, Ms. Messette believes that there is still much more that can be achieved. She suggests that collaboration between the three Irish counties could be a viable option if the partnership with Wales cannot be salvaged. Furthermore, additional funding could help expand the project and establish partnerships with other European regions like Brittany and Normandy. Ms. Messette emphasizes the need for swift action to avoid losing momentum and fading into obscurity.
Although it may take time to measure the direct impact of Celtic Routes in terms of footfall and revenue, the project has effectively reached a global audience of 315 million through social media and other initiatives. Some of the ongoing projects will continue until the end of the year, offering a glimmer of hope for the project’s revival if alternative funding is secured. The Department of Tourism recognizes the importance of regional growth and seasonal extension in Ireland and has allocated €3 million to the Regional Access Fund to support this priority. The Ministry will also explore potential future collaborations with Wales in the tourism sector.
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