An Alliance MLA has “called out the myth” that Wild Atlantic Way and Fáilte Ireland branding are to be extended across the border.
David Honeyford said Tourism NI officials confirmed to him as far back as June that efforts for the two brands to be adopted in the north had come to nothing.
Meanwhile, Fáilte Ireland has told The Irish News that “there are no plans” for its corporate brand to be used outside the Republic, while it said recent research recommended retaining the Causeway Coastal Route brand in the north rather than replacing it with the Wild Atlantic Way.
The two routes have jointly benefited from a recent €7.6m investment from the Shared Island Fund.
Former Sinn Féin economy minister Conor Murphy last year raised the possibility of the Republic’s hugely successful 1,553-mile coastal route tourism brand being extended across the border.
His successor Caoimhe Archibald said earlier this month that Tourism NI was in discussions with Fáilte Ireland about extending the latter’s brand and the Wild Atlantic Way into the north.
But Fáilte Ireland insists no such plans are afoot.
“Fáilte Ireland is the corporate brand and organisational name for the National Tourism Development Authority, and its jurisdiction is exclusively in the Republic of Ireland,” a spokeperson for the southern tourism body said.
“Tourism NI is the tourism development agency in Northern Ireland. There are no plans for the Fáilte Ireland corporate brand to be used in Northern Ireland.”
A Tourism NI spokesperson said that Fáilte Ireland owned the Wild Atlantic Way brand and therefore “any decision about how parts of the north might be included is for them”.
“Whilst recognising this position, the NI economy minister remains committed to exploring how parts of the north can be incorporated into all of Fáilte Ireland’s regional brands,” the spokesperson added.
Mr Honeyford called for “genuine collaboration” between Tourism NI and Fáilte Ireland rather than what he termed “limited cooperation where two brands meet”.
“The Wild Atlantic Way stops at the border – that’s not good enough and it’s not what we’ve been led to believe in the assembly chamber," he said.
“While I welcome that the minister is exploring how parts of Northern Ireland might be linked to offerings elsewhere, this must be done under a single, central brand so visitors from the USA, Europe and Asia can clearly see what’s on offer, without borders or politics.
“Visitors should experience the entire Wild Atlantic Way, with the Giant’s Causeway promoted as naturally as the Cliffs of Moher.”
The Lagan Valley MLA said it was necessary that he “called out the myth” that Wild Atlantic Way and Fáilte Ireland branding would be adopted in the north.
“Alliance is calling for delivery, for proper, joined-up marketing that sells Northern Ireland with confidence as part of a single-island offering, showcasing a truly world-class tourism destination,” he said.
“Tourism NI needs to be clear in the efforts to make this a reality.”
