Offaly and Tipperary Councillors welcome Hidden Heartlands expansion

Fáilte Ireland announced last week that they are extending Ireland’s Hidden Heartlands to include not only all of counties Cavan, Westmeath and Offaly but now an additional part of Tipperary will be included, parts of which were previously covered by the Ireland’s Ancient East regional tourism brand.
Fáilte Ireland’s experience brands, Ireland’s Ancient East and Ireland’s Hidden Heartlands, were developed to increase the economic contribution of tourism by encouraging visitors to stay longer and experience more of what each region has to offer. However, there was some confusion for Local Authorities who were finding it difficult to do business with Failte Ireland if dealing with two regional tourism brands, so this is expected to solve the matter

As the brands have evolved over time, Fáilte Ireland conducted an extensive and timely review of both the Ireland’s Ancient East and the Ireland’s Hidden Heartlands tourism brands and has concluded that changes needed to be made to the boundaries of both brands to improve their effectiveness and ensure their continued success.
According to Fáilte Ireland, a slightly greater portion of Co. Tipperary will also be encompassed within the Ireland’s Hidden Heartlands brand, namely all of the Nenagh Municipal District and part of the Roscrea Municipal District (aligned to the N7 corridor). The proposed adjustments in these areas will align more naturally with the visitor offering on the ground including landscape, product base and primary travel corridors.
With all of the four Local Authorities consulted, the move will be a gradual process throughout the first quarter of 2022 with guidance and information available at all times through the Fáilte Ireland regional teams. Supports and briefings will be provided at business level to assist the businesses transitioning over to the Ireland’s Hidden Heartlands brand. The level and quality of service and supports to all businesses in these areas will be sustained by Fáilte Ireland as before. Research shows that this change will strengthen the proposition of both brands in the domestic and international tourist market.

Cllr Peter Ormond, Chairperson of Birr Municipal District, has welcomed last week’s announcement that all of Offaly is included in Ireland’s Hidden Heartlands Brand. “The Industry has campaigned for a long time to have a brand for the Midlands and this week’s announcement is very welcome. The inclusion of the whole of Offaly will transform how we are positioned to tourists and enhance the visitors experience and unite the Midlands as a single entity,” he said this week.

Continuing he said “We have seen significant investment in both capital and promotional projects over the last number of years in the region and the extension of Ireland's Hidden Heartlands brand will complement that investment. I would like to congratulate the team in Failte Ireland, Offaly Tourism and all the local authorities for their efforts in extending Ireland Hidden Heartlands to include all of Offaly, Westmeath and additional parts of Tipperary.

“The brand of Ireland’s Hidden Heartlands is centred around the Midlands natural beauty, heritage and outdoor activities and the extension of the brand will strengthen the overall tourism offering. Tourism knows no boundaries and I am delighted to join in with my colleague, Cllr Michael O Meara, Chairperson of Nenagh Municipal District, in welcoming the extension of the brand,” he said.