Peter Burke (Longford-Westmeath, Fine Gael) | Oireachtas source

Having worked closely with Councillor Andrew Duncan in Mullingar to ensure the continuance of fish farming in Cullion and that Mullingar remains one of the key destinations for anglers, I have taken a keen interest in tourism in the midlands since my election. Fáilte Ireland presented to the transport and tourism and special Oireachtas committees over eight months ago and the contents of the meeting were very positive on the area of rebranding the midlands in terms of its tourism package. There was a commitment in the programme for Government to create a tourism brand for the midlands. An idea for a lakeland brand was put forward, initially as a scoping exercise, and Colliers was commissioned to carry out a feasibility study on this issue.

New initiatives such as Ireland's Ancient East, which encompasses the midlands area, and the Wild Atlantic Way have been very successful and there is a huge need for a new brand in the midlands to feed into and work with those existing brands. There was an 8.8% increase in overseas tourists and visitor numbers last year, to 8.742 million, which is a huge success. A total of 1 million tourists come to Ireland from North America. We have huge untapped jewels in the midlands and we need a strategy to bring them together and encourage tourism into the midlands because this is one of the key economic streams that make our rural communities sustainable. I note that 66% of all visitors will see a heritage site and in County Westmeath, to name but a few, we have Belvedere House just outside Mullingar, which is hugely successful, and in the centre of Ireland the Hill of Uisneach, which is a mythological and sacred centre of Ireland. The President recently attended for the lighting of the fires, which attracts a huge number of visitors to the site. We also have unique and undeveloped water courses, 50,000 acres of lakes and six major lakes within a half hour of Mullingar. We need to pull together all these natural resources and untapped jewels to ensure we have a package that encourages people to come to the midlands and showcases what it has to offer.

The Minister will be aware of Center Parcs coming to Balllymahon in County Longford and the region will benefit hugely from the investment committed to with this development. It is important that, in attracting huge tourism to the area, there is a package to support it in order that other parts of the midlands can also benefit. Two sites in Longford are included in Ireland's Ancient East and that makes an even stronger argument for the midlands to have its own unique brand. It is critical that this brand feeds into the other brands, such as the Wild Atlantic Way.

I recently met the business development manager of Fáilte Ireland and pointed out a number of initiatives we need for the strategy. He listened to everything I said and I felt I was pushing at an open door. Colliers has commenced its feasibility study. Has the Department examined that as of yet? How far away are we from launching a new, evidence-based brand? The evidence is there on the ground that there is a huge amount on offer in the midlands.

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