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CATEX Reflects Buoyant Industry
Fellowship for Brian
Paul's Lifetime Achievement
Helen is a Fellow

'Hidden Heartlands' brands Midlands

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

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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. 
Another asset for Ireland’s Hidden Heartlands will be the Beara Breifne Way, which spans the whole region, and where a compelling walking and trail experience will be developed to international standards. The Activation Master Plan will see a number of towns along the route identified as walking hubs to support this ambition and drive visitors into nearby areas.
A series of food networks and trails will also be developed as part of the new brand.
Launching Ireland’s Hidden Heartlands in Athlone today, Minister for Transport, Tourism and Sport, Shane Ross T.D., said:
“I’m delighted to launch Ireland’s Hidden Heartlands – a new brand which will significantly enhance the Midlands as a tourism experience and bring growth and jobs to the whole region. We have always been committed to ensuring that Ireland’s success as a world-class tourist destination is shared among the regions. Some of the country’s finest natural assets are in the Midlands, including spectacular lakes, walkways and blueways. Ireland’s Hidden Heartlands will bring these gems to life, offering a unique experience to both domestic and international visitors.”
Minister of State for the Office of Public Works, Kevin ‘Boxer’ Moran T.D. added:
“Ireland’s Hidden Heartlands will transform the Midlands and how it is positioned to tourists. I’ve heard first-hand from people and businesses across the region about the major potential this area has to attract visitors and the willingness there is to grow tourism.
“It is fantastic at last to have a tailored brand for the Midlands as this is just what we needed to develop local tourism and unite our visitor experiences behind an offering of scale. I look forward to welcoming more visitors to the area in the coming years and I would encourage all tourism businesses and interested parties in the Midlands to work with Fáilte Ireland and to get behind the new brand.”
Speaking about how the new brand will help to drive growth across the region, Paul Kelly, CEO of Fáilte Ireland, said:
“Ireland’s Hidden Heartlands has been developed after months of extensive market testing both here and overseas. The overwhelming feedback is that visitors from key markets want the opportunity to explore Ireland’s natural gems and rural communities. There is also a huge appetite out there for tourists to be active in nature through activities like walking, cycling, angling and boating routes – all of which the Midlands can offer in abundance.
“We believe that sustainable growth in tourism will depend on greater regional and seasonal activity and this new brand will go a long way in driving that - as well as economic and employment growth - across the Midlands. While it will take a number of years for the region to realise its full potential, our focus now will be on working closely with key partners and communities across the region to develop the top-class visitor experiences that will be central to the success of Ireland’s Hidden Heartlands.”
Fáilte Ireland’s Director of Commercial Development, Paul Keeley, said that significant economic activity can be generated by the new Midlands brand as well as additional tourism revenue and employment if the brand realises its full potential.
Ireland’s Hidden Heartlands will now become a tourism development zone with Fáilte Ireland allocating investment and resources across the region.
 An initial €2m has been allocated to start the development stage of the brand, with further funding to follow. This first round of investment will help to develop visitor experiences, support industry development and   develop marketing campaigns for the region.
Michael Lennon, Irish Hotels Federation (IHF) said:  The Federation  welcomes the launch of the ‘Ireland’s Hidden Heartlands’ brand. We’ve seen how successful brands like the Wild Atlantic Way and Ireland’s Ancient East have been in spreading tourism out beyond traditional hotspots. We hope this new brand will help to transform tourism in the Midlands region in much the same way.  The time has finally arrived when some of Ireland’s most stunning natural surroundings, such as the River Shannon and the Beara Breifne Way, will be given the marketing and development support that they deserve.

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