From Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media
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I am delighted to be here to launch Ireland’s Hidden Heartlands – a new tourism brand that will significantly enhance the Midlands and bring jobs and economic growth to the whole region.
Minister Moran, during the talks for Government, was very strong in his view that a stand-alone tourism project for the greater Midlands region be adopted and included in Fáilte Ireland’s long-term investment plans to complement existing projects, The Wild Atlantic Way and Ireland’s Ancient East.
The economic benefit to the midlands from this proposition was very obvious to Minister Moran right from the outset, as it would benefit not only Longford and Westmeath but also a much wider area including Roscommon, Offaly and East Galway .
After talking with key industry players in the region, including John O’Sullivan and galvanising local political support, Minister Moran got a commitment in the programme for Government, backed by the Independent Alliance to develop a new regional tourism brand, as a separate proposition, side by side with Ireland’s Ancient East, and The Wild Atlantic Way.
Minister Moran can rightly take credit for Ireland’s Hidden Heartlands and for having the vision and tenacity to see it through from Government commitment to today’s announcement.
This new brand will be the final piece in the jigsaw for Ireland’s tourism regions. It will complement Fáilte Ireland’s other key tourism experience brands – the Wild Atlantic Way, Ireland’s Ancient East and Dublin.
Through the success of these brands, we’ve seen just how important high-level visitor experiences are for tourism. Although every Irish town has its own unique charm, we need to package and promote visitor experiences of scale so that they will really stand out to international markets.
The Ireland’s Hidden Heartlands touring region will bring to life the Midland’s rich natural assets – including its many spectacular lakes, walkways and blueways.
It will cover the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly.
There is already so much to do and explore here on the ground. Whether it’s cruising the Shannon, walking the Beara Breifne Way, exploring Lough Key Forest Park or taking an electric bike trail in Leitrim - not to mention the huge amount of activities, like boating and fishing, on offer at the region’s many lakes (including Lough Derg and Lough Allen).
Through the Ireland’s Hidden Heartlands brand, Fáilte Ireland will be supported by Government to develop what already exists and bring new experiences to the table.
In terms of next steps, it is now - following today's brand launch - that the work begins in earnest.
Fáilte Ireland - in collaboration with local businesses and other key strategic partners - are working to bring all of these gems and assets together and package them as a full and exciting tourism offering - one that is distinctly different to Ireland’s other tourism brands and will really leverage the area’s strengths.
For example, the River Shannon will be a central focus of the brand. Fáilte Ireland, in partnership with Waterways Ireland, is currently developing a Shannon Master Plan to drive tourism opportunities, both on and off the water, and in the towns surrounding it.
Another asset for Ireland’s Hidden Heartlands will be the Beara Breifne Way, which spans the whole region. Here, Fáilte Ireland will develop a compelling walking and trail experience to international standards.
Fáilte Ireland is investing €2 million to commence the development stage of the brand. This initial round of investment will help to develop visitor experiences and supporting tourism infrastructure, products, services and marketing.
Over the coming years, I aim to secure further resources to really push the brand forward and ensure it delivers on its full potential.
Last month, we welcomed figures which confirmed that 2017 was another record year both in terms of visitor numbers and revenue - with overseas visitors spending almost €300 million more in Ireland last year compared to 2016.
In terms of jobs, Fáilte Ireland estimates that tourism employment grew by an impressive 10,000 jobs last year.
This growth in revenue, and its ability to spur employment, underscores the vital importance of tourism for Ireland.
Its importance is even greater when you consider the fact that the economic contribution of tourism is felt right across the country, in both urban and rural areas - including in areas where there aren't many other major industries.
Government and the tourism agencies will continue to support and invest in tourism. We are placing a particular emphasis on 'seasonality' and 'regionality' - in other words, extending the tourism season for many operators and driving activity into those parts of the country with additional visitor capacity and potential for further tourism growth.
We are absolutely committed to ensuring that Ireland’s success as a world-class tourist destination is shared among the regions.
Looking at the Midlands region specifically, it stands to benefit enormously if we all get behind the Ireland's Hidden Heartlands brand.
Some of the country’s finest natural assets are here in the Midlands. I know the new brand will bring these gems to life and offering a unique, engaging experience that can be packaged and promoted both domestically and internationally.
So I encourage all local tourism businesses, communities and other key stakeholders to collaborate with Fáilte Ireland on the new brand and to align your own offering accordingly. This approach will ensure maximum benefit for all.
I am confident that Ireland’s Hidden Heartlands will transform the whole region and how it is positioned to tourists. With continued collaboration and support, we can grow tourism revenue, create more jobs and bring about real change in local communities.
Thank you.
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