Ireland’s Ancient East is geared to maximise the history and heritage in the region and bring it to greater international attention. The new initiative will offer visitors a personal experience of 5,000 years of history, stretching from Newgrange and the Boyne Valley in the north east and ranging through the midlands via Kilkenny’s Medieval mile to Waterford’s Viking Quarter and Cork’s many cultural attractions.
The new brand proposition is intended to match and complement the Wild Atlantic Way in terms of scale and ambition. Fáilte Ireland’s research suggests that an initiative themed along these lines has the potential to deliver an extra 600,000 overseas visitors to the region and increase visitor revenue by almost 25% to €950m in total by 2020.
Paschal Donohoe, Minister for Tourism, Transport and Sport said: ""With the great amount of history and heritage in such a relatively compact area, ‘Ireland’s Ancient East’ will allow us to seriously build on the assets we have in the east and south – and the significant investment which has been made in tourism attractions in the region over the last few years. While appealing to a different type of a visitor, I am confident that Ireland’s Ancient East will prove as effective and popular as the Wild Atlantic Way and will deliver significant additional numbers of visitors, revenue and jobs to the region".