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'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.

Trust targets Staycations

The Irish Landmark Trust is targeting staycations in 2018.

The Trust enables guests to stay in a choice of thirty properties hincluding a Lighthouse, Country House, Gatelodge or City Mews,

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Mary O’ Brien CEO, Irish Landmark Trust said “ By staying at an Irish Landmark Trust property guests are helping to keep these wonderful buildings alive. Our purpose is to conserve and sustain iconic buildings throughout the Country.'

Spollen heads ITAA

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John Spollen, Director of Cassidy Travel, was elected President of the Irish Travel Agents Association at the Association's AGM, which took place as part of the Irish Travel Trade Show in Dublin.

John Spollen is one of Ireland’s leading travel experts and a long-time activist within the ITAA. He believes in the continued role of the travel agent within the travel trade, based on their ability to invest, adapt and deliver cost effective solutions to clients.

HK flights attract Australians

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Cathay Pacific will launch its new flight from Hong Kong to Dublin in June. Tourism Ireland in Sydney has teamed up with Cathay Pacific, rolling out a campaign to highlight this new flight option for Australian holidaymakers wishing to visit Ireland in 2018 and 2019.

The campaign, which will run until the end of April, includes online advertising on popular websites, articles on the popular Traveller.com.au site, as well as extensive social activity – promoting a good value fare on the new service to Dublin from Australia, via Hong Kong. The campaign is also highlighting our unique culture and beautiful scenery, as well as the warm Irish welcome. With flights four times per week and morning arrivals, the message for Australian holidaymakers is “Wake up Fresh in Ireland”.

WAW Walk Trail Plan

Fáilte Ireland is planning a full-scale walking trail along the entire Wild Atlantic Way route.

In preparation for developing a framework to guide the development of the trail, Fáilte Ireland is to carry out a pilot study on how it can link both the Kerry Way and Dingle Way trails.

The outcome of this study will inform the approach for a full-scale trail of the entire 2,500km Wild Atlantic Way route.

Research carried out by Fáilte Ireland has identified walking as a compelling outdoor activity and a means of sightseeing for overseas markets.

In particular, the Wild Atlantic Way Coastal Path concept, which it labels “a hypothetical consumer experience”, came out on top as it presented the opportunity “to experience dramatic coastal landscape in a very close up and visceral way for international visitors”.