Fáilte Ireland has redrawn the map for its Ancient East and Hidden Heartlands tourism brands, aiming to revitalise efforts to boost tourism in Cavan, Westmeath, Offaly and Tipperary.
Ireland’s tourism authority Fáilte Ireland has conducted a comprehensive brand review of the Ireland’s Ancient East and the Ireland’s Hidden Heartlands tourism brands.
With immediate effect, Counties Cavan, Westmeath and Offaly will sit wholly within the Ireland’s Hidden Heartlands brand and will no longer be part of the Ireland’s Ancient East brand.
“The Ireland’s Hidden Heartlands brand is centred around Ireland’s natural rural beauty, relaxation, and untouched heritage and outdoor activities which each of these counties boast in abundance”
In addition, a slightly greater portion of Co. Tipperary will also be encompassed within the Hidden Heartlands brand, namely all the Nenagh Municipal District and part of the Thurles Municipal District.
The new structure was revealed at Fáilte Ireland’s ‘From Survival to Recovery’ industry event at the Convention Centre Dublin, which was attended by over 800 representatives from the tourism and hospitality industry.
Rural beauty
Ireland’s Hidden Heartlands was launched by Fáilte Ireland in 2018 and has been successful in growing tourism in the region.
The agency said that the expanded footprint for Ireland’s Hidden Heartlands to include Cavan, Westmeath, Offaly and part of Tipperary will give visitors a more cohesive visitor experience in the area and will strengthen the overall tourism offering.
“Today’s expansion of the Ireland’s Hidden Heartlands brand to include Cavan, Westmeath, Offaly and part of Tipperary will allow us to further raise awareness of this region domestically and internationally,” said Paddy Mathews, head of Ireland’s Hidden Heartlands at Fáilte Ireland.
“The Ireland’s Hidden Heartlands brand is centred around Ireland’s natural rural beauty, relaxation, and untouched heritage and outdoor activities which each of these counties boast in abundance.
“We look forward to working with industry stakeholders, strategic partners, Members of the Oireachtas and the Local Authorities as we develop this beautiful region as one of the leading regenerative tourism destinations in Europe, with nature and communities at its heart.”
Main image: Waterfall at Tullydermot, in Co Cavan
