The Wild Atlantic Way campaign has shown the route to successful branding for Ireland's regions.
A new impact report says the Wild Atlantic Way drives €3bn in revenue per year, an increase of 58% in 10 years.
The report estimates that almost two million more tourists visited the Wild Atlantic Way in 2023 than in 2013.
Some 35,000 additional tourism jobs were also supported by the campaign which was launched a decade ago.
Fáilte Ireland CEO Paul Kelly told Lunchtime Live the campaign has been "phenomenally successful".
"It's led to an extra billion euros per year in tourism revenue coming to the west coast of Ireland," he said.
"Back then there was about 86,000 people employed in tourism on the west coast of Ireland - that's now 121,000.
"So [it has been] phenomenally successful; well outperforming northern European tourism and really driving visits to Ireland over the last 10 years."
'Potential to grow'
Mr Kelly said the world was coming out of recession when the Wild Atlantic Way was launched.
"There was places where the tourism season was only six weeks long which was phemonially short," he said.
"Now we've extended that tourism season so most tourism businesses are [busy for] five, six months, maybe even more.
"In lots of parts it's full-year round tourism season - so there's still lots of potential to grow."
Mr Kelly said there are still more opportunities around Mayo, Sligo and Donegal.
"Certainly there's lots of places there that would have rarely seen a visitor from overseas before the launch," he said.
How to replicate it?
Mr Kelly said there is more behind the campaign than just marketing.
"That is not just about marketing; a huge amount of work was going on in developing the visitor experience on the ground," he said.
"We've invested tens of millions of euros in improving visitor facilities, in terms of visitor attractions, walkways, pathways etc all along that area.
"The Wild Atlantic Way showed us the route, as it were, and we now have the entire country covered with these regional experience brands.
"Every tourism experience in Ireland is either linked to the Wild Atlantic Way, Ireland's Ancient East, Dublin or is linked to Ireland's Hidden Heartlands."
Mr Kelly said there are also "significant challenges" in the sector around energy costs, labour costs, credit and insurance costs - as well as increasing VAT.
Mr Kelly added that "everyone in tourism" wants to see accomodation being used to house asylum seekers or people from Ukraine "coming back into tourism as soon as possible".
