In 2012, Fáilte Ireland outlined the desire to develop a coastal route of sufficient scale and singularity to achieve greater visibility for the west coast of Ireland in both domestic and overseas tourism markets. Fáilte Ireland’s primary aim for the project was to support the sustainable development of the local tourism infrastructure, communities and landscape. It was outlined that due to the uniqueness of the proposal that this aim would evolve into a long term development project starting with a route masterplan followed by sensitive physical improvements along the route, signage and marketing. The project brief specifically outlined the following target outcomes: – Create a single west coast of Ireland tourism brand and signature tourism experience that will motivate visitors to travel to Ireland. – Assist in increasing visitor numbers, dwell time, spend and satisfaction in destinations along and close to the west coast of Ireland. – Re-package the west of Ireland as a destination to overseas and domestic visitors. – Highlight and promote existing visitor experiences that accord with the Wild Atlantic Way proposition. – Direct visitors to less-visited and economically/socially unsustainable areas. – Assist businesses, agencies, local groups and other stakeholders along Ireland’s west coast to work together under a single, unifying tourism proposition. – Improve visual quality, accessibility and safety at defined points along the route.