Fáilte Ireland has unveiled ‘Ireland’s Hidden Heartlands’ as its latest tourism brand - designed to boost tourism and drive visitor growth across the Midlands region.
Ireland’s Hidden Heartlands will cover the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as w
ll as p
arts of Westmeath, Cavan, North Tipperary and Offaly (click here to view map). It will complement Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.
The brand elements including the name, logo and what the brand stands for were developed following research among consumers in Ireland, US, UK, Germany and France. Over 10,000 consumers were interviewed in the process giving Fáilte Ireland insight and confidence that Ireland’s Hidden Heartlands has the potential to be both appealing and motivating to visitors.
The River Shannon will be a central focus of the brand with a Shannon Master Plan currently being developed by Fáilte Ireland in partnership with Waterways Ireland to drive tourism opportunities both on and off the water, and in the towns surrounding it.