People encouraged to 'find your wild' in Waterford
Pictured at the UNESCO Global Geopark on the Copper Coast in Waterford, ‘Finding their Wild’ are brothers Jeff Cowman (4) and Hugh Cowman (7). Photo: Patrick Browne
Visit Waterford has officially launched its 2026 tourism campaign, 'Find Your Wild in Waterford', and in doing so introduced a new and immersive way for visitors to experience the county through a blend of curated journeys and personalised discovery.
At the heart of the campaign is an innovative new website feature designed to help visitors connect with Ireland's oldest city in a way that feels entirely their own.
A spokesperson for Visit Waterford said locals and visitors can explore seven pre-designed itineraries and four distinctive ‘Wildway’ routes, each offering a different perspective on the county’s landscapes, culture, and experiences.
For those seeking something more tailored, a unique five-question form allows users to share a little about themselves, enabling Visit Waterford to generate a fully bespoke itinerary aligned with their interests, pace and personality.
The spokesperson said the campaign is built on a simple idea: wild means something different to everyone.
"For some, it may be the rush of adrenaline and the challenge of the outdoors, for others, it might be the calm of the sea, the rhythm of a quiet walk, or moments of stillness that offer space to recharge," she said.
She commented that 'Find Your Wild in Waterford', invites visitors to define that meaning for themselves and discover it across the county.
Clare Barrett, Chairperson of Visit Waterford, said: “This campaign is about putting the visitor at the centre of their own experience. We know that ‘wild’ is personal, it’s not one thing, it’s many things. With our new digital platform, we’re giving people the tools to discover Waterford in a way that truly reflects who they are, whether that’s through curated itineraries, our wildways, or a completely bespoke journey designed just for them."
"Waterford offers an authenticity and diversity of experience that you simply can’t define in one way; you have to come and feel it for yourself," she said.
Waterford offers a landscape that stretches from the rugged peaks of the Comeragh and Knockmealdown Mountains to the sweeping coastline of the Copper Coast UNESCO Global Geopark, alongside the award-winning Waterford Greenway.
These natural assets create endless opportunities for exploration, whether chasing the wind along coastal paths, diving into the sea, cycling through tunnels and valleys, or simply slowing down to walk, wander, and take it all in.
At the centre of it all lies Waterford City, a place where over a thousand years of history meet a vibrant, contemporary energy.
Visitors can explore streets shaped by Viking and medieval heritage while enjoying a thriving food scene, cultural attractions, and a lively urban atmosphere that blends past and present seamlessly.
The campaign also highlights the people of Waterford as a defining part of the visitor experience.
From artisan producers and local makers to guides and hosts, these human connections bring depth and authenticity to every journey.
"Visitors are encouraged to engage with local stories, traditions, and flavours, adding a personal dimension that transforms a trip into something memorable," said the Visit Waterford spokesperson.
Food, festivals, and culture play a central role in the offering.
Known as Ireland’s festival capital, Waterford hosts a dynamic calendar of events throughout the year, including the Waterford Festival of Food, Spraoi International Street Arts Festival, and the Comeragh Wild Festival.
Combined with a strong emphasis on fresh, local produce and a growing reputation for culinary excellence, the county offers an experience that is both vibrant and deeply rooted in place.
Accommodation across Waterford reflects the same diversity and character, from city-centre hotels to coastal retreats, country houses, and nature-based escapes. Each stay is positioned as part of the overall experience, allowing visitors to shape their trip in a way that feels natural and effortless.
Sustainability is also a key pillar of the campaign.
Waterford’s network of greenways, coastal routes, and heritage trails encourages low-impact travel and slower exploration.
With accessible public transport links and a compact geography, visitors can move between experiences while minimising their environmental footprint.
Routes such as the Waterford Greenway, the coastal roads of An Rinn and Helvick Head, and journeys through the Blackwater Valley and Copper Coast offer meaningful ways to engage with the landscape and local communities.
"'Find Your Wild in Waterford' ultimately positions the county as a place where visitors are free to shape their own experience," said the spokesperson.
"Whether seeking adventure, relaxation, cultural discovery, or a combination of all three, the campaign encourages travellers to follow their instincts, embrace spontaneity, and uncover moments that cannot be planned," she added.
The new campaign and website experience are now live, inviting visitors to begin their journey by discovering what wild means to them and letting Waterford bring it to life. For more information or to create a personalised itinerary go to https://visitwaterford.com/
