Robert Troy (Longford-Westmeath, Fianna Fail)
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628. To ask the Minister for Transport, Tourism and Sport his views on whether the regional tourism brand Ireland's Ancient East is not well delineated or coherent in terms of its thematic content and geographic coverage; his plans to improve it; and if the River Shannon and midlands region will be part of the Lakelands initiative or Ireland's Ancient East. [22061/17]

Robert Troy (Longford-Westmeath, Fianna Fail)
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629. To ask the Minister for Transport, Tourism and Sport his views on whether there is currently no strategy promoting the middle of Ireland as a tourism brand, encompassing the midlands and Shannon region; and when he expects the Lakelands initiative brand to be made operational and to address concerns that Fáilte Ireland is not in favour of promoting this regional brand identity. [22062/17]

Patrick O'Donovan (Limerick County, Fine Gael)
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I propose to take Questions Nos. 628 and 629 together.

My Department's role in relation to tourism lies in the area of national tourism policy.  It is not directly involved in the management or development of individual tourism projects.  These are operational matters for the Board and Management of Fáilte Ireland.

I am aware that Fáilte Ireland's Experience Brands have been developed to present different parts of Ireland as compelling tourism experiences of scale and singularity internationally.  The Wild Atlantic Way, Ireland's Ancient East and Dublin: A Breath of Fresh Air are overarching brands under which destinations and individuals can trade collectively with greater visibility and clarity of message in the international marketplace.

Ireland's Ancient East is crafted along four distinct thematic pillars: Ancient Ireland, Early Christian Ireland, Medieval Ireland and Anglo-Ireland.  2016 saw the establishment of the brand on the ground by Fáilte Ireland with the installation of the orientation signage and the new improved visitor experiences funded through the "New Ideas in Ancient Spaces" Grants Scheme.  Fáilte Ireland is continuing to work with industry and stakeholders to engage the visitor through the delivery of story-led experiences.  They are continuing to promote Ireland's Ancient East in both domestic and international markets and aim to deliver an incremental €204 million international revenue by 2020.

In regard to the River Shannon and Midlands region, in the final quarter of 2016 and in line with the Programme for Government's commitment to develop the 'Ireland's Lakelands' brand, Fáilte Ireland commissioned a consortium of Colliers, Red C and DKM to conduct a Destination and Feasibility Study to ascertain the potential growth and best mechanism to unlock those areas that lie between the Wild Atlantic Way and Ireland's Ancient East, which includes the Lakelands.  The consortium assessed the region and met with industry and stakeholders.  Fáilte Ireland is awaiting a draft report from the consultants and will determine the next steps based on the report's findings.