The Coach Fellas are known to almost all tourists who traverse the Irish countryside. Ostensibly bus drivers, they are the crucial component in the branding of people, place, and pace” upon
which Irish heritage tourism depends. Kelli Costa’s ethnography of these highly-trained and informed working class men highlights a previously ignored component of the tourism industry. She
also demonstrates their importance in providing a visitor-specific vision of heritage that contrasts with the realities of contemporary economic development.
