Following the success of the 'Wild Atlantic Way' in 2014, Fáilte Ireland has launched a new initiative for the east and south of the country.

It is hoped that 'Ireland's Ancient East' could deliver an extra 600,000 overseas visitors to the region, and increase visitor revenue by almost 25% to €950m by 2020.

The programme will have similar scale and ambition as the Wild Atlantic Way, and will maximise the history and heritage of region.

It will stretch from Newgrange and the Boyne Valley in the north-east and range through the midlands all the way down via Kilkenny's Medieval mile to Waterford's Viking Quarter, as well as Cork's many cultural attractions.

It is based on research in overseas markets, and aimed at particular market segments overseas who have indicated they would be more likely to come to Ireland to explore new landscapes, history and culture.

It will be crafted along four pillars:

• Ancient Ireland - The Dawn of Civilisation (including the prehistoric attractions of the Boyne Valley in Newgrange and sites such as the Brownshill Dolmen in Carlow)
• Early Christian Ireland (including sites such as Clonmacnoise, Glendalough, Mellifont abbey, Jerpoint Abbey, St.Canice’s Cathedral and Holycross Abbey)
• Medieval Ireland (including Kilkenny’s Medieval Mile, the Viking Quarter in Waterford, Hook Head Lighthouse, Trim Castle and the Rock of Cashel)
• Anglo Ireland (including Ireland’s Great Houses and Gardens as well as sites such as the Dunbrody Famine Ship and Wicklow Gaol)

The Tourism Minister Paschal Donohoe told Newstalk Lunchtime that while there are similarities to the Wild Atlantic Way, this campaign will be targeting other travelers.

Paul Keeley from Fáilte Ireland says the region already attracts tourists, but only as they pass through on their way to the west.

Fáilte Ireland has produced this video, showcasing the new venture: