Fáilte Ireland has partnered with Lovin.ie to showcase some of Ireland's spectacular walking trails through a series of articles, videos and podcasts featuring well-known personalities.
The "Tales and Trails" series hopes to encourage people to plan a short walking break in areas such as the Wild Atlantic Way, Ireland's Hidden Heartlands or even in Dublin.
Familiar faces taking part in the campaign are Sonia O'Sullivan, Mazer, JP McMahon, Stefanie Preissner, Gavin Hennigan, Anna Geary, Alison Canavan, Philly McMahon, Finn Ni Fhaolain, Andy Lee and Georgie Crawford.
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The move is on the back of research from Fáilte Ireland which found that a quarter of all adults participate in some sort of leisure walking while on a holiday or short break.
Landscapes And Stories
Ali Levins, head of marketing at Fáilte Ireland, said that over two million overseas holidaymakers took part in walking activities in Ireland last year - the highest engagement in any type of outdoor activity.
Levins stated, "As the national tourism development authority, walking offers enormous growth potential for us as we work to drive tourism across the regions
"Ireland's scenery and natural environment continue to be the main attractor for visitors to Ireland, and walking allows people to connect with the landscape and seascapes."
Jamie Crawford, CEO of the Lovin Media Group, said that this new campaign is a completely new and innovative concept that the two groups are bringing to the market.
Crawford explained, "The Irish are a nation of great storytellers. Our stories are embedded in us and our landscape. This initiative allows our audience to experience some of the country's most spectacular scenery while enjoying great conversation with really interesting people.
"The dynamic of recording the audio while our guests walked the trails themselves created open and warm conversations. We are excited to bring this initiative to our audience that will hopefully create memorable experiences as they enjoy the best of our great nation."
© 2019 Hospitality Ireland – your source for the latest industry news. Article by Aidan O'Sullivan. Click subscribe to sign up for the Hospitality Ireland print edition.