Shane Ross (Dublin Rathdown, Independent) | Oireachtas source

I thank Deputy Burke for raising this extremely important matter.

He knows that the programme for Government contains a commitment to develop a brand such as that referred to. I am pleased to be able to update the House on the progress being made by Fáilte Ireland in the development of a branding strategy for the midlands. I do not have a copy of my script for the Deputy but I will ensure he receives one as soon as possible.

At the outset, I would like to clarify that my Department's role in respect of tourism lies in the area of national tourism policy. It is not directly involved in the management or development of individual tourism projects or strategies. These are operational matters for the board and management of Failte Ireland and I do not have a direct role in regard to the development of branding strategies. However, I have made it clear on behalf of Deputies Burke, Moran, Troy and others that this is issue considered to be an imperative in the area. Fáilte Ireland is progressing the development of a brand to promote tourism in the midlands. In line with the commitment in the programme for Government to develop the Ireland's lakelands brand, Fáilte Ireland commissioned a destination and feasibility study in the final quarter of 2016 to ascertain the potential growth and best mechanism to unlock the areas lying between the Wild Atlantic Way and Ireland's Ancient East. As Deputy Burke mentioned, a consortium of Colliers, Red C and DKM was engaged to conduct the study, which is an indication that the Department takes this matter seriously and intends to proceed with it. The consortium assessed the region, benchmarked similar international offerings and met people in the industry and other stakeholders. The study is now complete and has identified the broad consumer proposition that can differentiate the midlands region. To advance this, Failte Ireland has, in conjunction with Colliers, developed a number of potential treatments of the proposition. Its next step is to develop and test the available options. It is scheduled to soon commence this work and that will include engagement with local stakeholders. The Deputy will appreciate that any proposal to proceed with implementing a brand for the midlands will be subject to the outcome of the further analysis being undertaken by Fáilte Ireland, including an economic analysis, and the availability of funding which will be sought as part of the normal discussions on the Estimates and the capital plan.

Tourism has the potential to bring additional jobs and revenue to local communities and is a vital player in rural development and regeneration. The midlands region has untapped tourism potential in its tracks and trails, local heritage and lakes and rivers. Fáilte Ireland will now develop this concept further to help maximise the benefit to be gained. It is important that the branding solution developed would be the strongest possible to lead tourism development and growth for the midlands. In that context, I look forward to the outcome of the testing and analysis phase which Fáilte Ireland is now commencing.

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