Brexit threatens links between Ireland and Britain, but a tourism initiative you may not have heard of could bring us closer together.
'Celtic Routes' is a new cross-border collaboration between six counties in Ireland and Wales, and it aims to tempt tourists into a slower type of travel.
Wicklow, Wexford and Waterford are the Irish counties; Carmarthenshire, Ceredigion and Pembrokeshire their coastal counterparts across the Irish Sea.
"Discover your Celtic Routes" is one tagline for celticroutes.info, a website that promotes 'Beacons' like Hook Lighthouse, the Waterford Greenway and the Pembrokeshire Coast Path, and 'Moments' such as foraging in Wicklow or Llansteffan.
"A lot of tourists in both areas are driving through on their way to somewhere else," explains Oonagh Messette of Wexford County Council. "The aim was to create something that would slow the tourist down, get them off the beaten track."
Forget FOMO. 'SlowMo' is the buzzword being used in southwest Wales and Ireland's sunny southeast. Tapping trends for slower, unplugged travel, the local authorities that are running the initiative (which is 80pc funded by the EU's Ireland/Wales programme) hope it will persuade visitors to skip busy cities, stay longer and spend more.
Despite how it seems on the rugby pitch, twinning Ireland and Wales makes sense. Breathtaking landscapes look strikingly similar in photos. We share some intriguing heritage - from Ogham stones left by Irish migrants on the Welsh coast to that well-known Welshman St Patrick.
Destinations like Waterford city or the market town of Aberystwyth you may know, but these six counties are just as well experienced by switching off the sat-nav.
Browsing the Celtic Routes website, its fresh thinking sparked in me a new curiosity about both regions. And it doesn't just show Brexit up. In tourism terms, I still encounter Irish counties and towns (not to mind border regions) competing against or ignoring each other, when working together as destinations or through trails, greenways or festivals could pay much bigger dividends.
Visitors today have so much choice; it's difficult to grab our attention. But working together creates powerful experiences that cut through the noise in a way individual hotels, towns and even counties rarely can.
Celtic Routes is one example. There are others - from the VelóViso cycling route linking France and Italy to our own Munster Vales, from caminos snaking across Europe to Ireland's game-changing Wild Atlantic Way.
Siwrne dda (have a good journey)!