Peter Burke (Longford-Westmeath, Fine Gael)
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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.

Shane Ross (Dublin Rathdown, Independent)
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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.

Peter Burke (Longford-Westmeath, Fine Gael)
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I thank the Minister for his positive response and for his work and that of his Department in this area. It is key for all Members to work together on this issue. In the context of national policy, it is very important that a new policy for the midlands would fit in and connect with current projects such as Ireland's Ancient East and the Wild Atlantic Way in terms of attracting more tourism from abroad. These different areas are not competing with each other and need to work together.

As I said, the midlands has its own unique identity and product investment is needed to ensure it is not left behind in the market but gets an equal chance to stand up and fight for increased visitor numbers across its counties. As the Minister noted, it is very important that the Department or other agency that carries out the study meet with local stakeholders such as Westmeath County Council and other promoters in the area such as the promoters of the Hill of Uisneach, which has a huge amount to offer. It is a national treasure but was really starting from scratch and a vast amount of work has gone into its promotion. Its promoters have put their own money into so doing in order to ensure it attracts high visitor numbers. It was great to have the President there to acknowledge that it is a mythological centre and has a long history.

It is also very important that evidence-based studies be carried out. As was pointed out, it was very important that Colliers investigated this issue and considered the market, as a result of which we now know what the market is looking for, which opens up a niche and puts us ahead. There are huge opportunities in the midlands, such as that offered by Center Parcs, which will be a massively positive contribution to the area, or the lakes that anglers have worked very hard to market abroad in order to ensure that the midlands benefits from tourism. We need to ensure that this competitive advantage is maintained. I would welcome evidence-based product investment. I thank the Minister.

Shane Ross (Dublin Rathdown, Independent)
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The Deputy and I are on the same wavelength in respect of this issue. Fáilte Ireland has bought into this project, probably because it has to do so. I do not mean that in a pejorative way or that it would not have done so in any event but the fact that the commitment is in the programme for Government means it cannot be ignored or dropped. I am one of the guardians of the programme for Government, along with Deputies Burke and Moran among others, and we should insist that it is implemented. As one of those involved in this project, I guarantee to promote it as fast as possible, provided the funds to do so are available. The initial promotion will cost money although we do not yet know how much because we do not know what options will be found preferable. Provided that the money will be well spent, as it will, I hope there will be clarity on the progress relating to this project in the not too distant future and that we will have good news for the midlands.