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Fáilte Ireland has conducted a comprehensive brand review of the Ireland’s Ancient East and the Ireland’s Hidden Heartlands tourism brands.
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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.
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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.
Fáilte Ireland has announced the expansion of Ireland’s Hidden Heartlands to include all of counties Cavan, Westmeath, Offaly and an additional part of Tipperary, parts of which were previously covered by the Ireland’s Ancient East regional tourism brand.
The announcement was made 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.
Making the announcement, Paddy Mathews, Head of Ireland’s Hidden Heartlands at Fáilte Ireland, said:
“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. 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.”
Ireland’s Hidden Heartlands was launched by Fáilte Ireland in 2018 and has been successful in growing tourism in the region. 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.
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