Aindrias Moynihan (Cork North West, Fianna Fail)
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36. To ask the Minister for Culture, Heritage and the Gaeltacht the measures that are being considered to develop the Lee Valley as a stand-alone destination for domestic and international tourism markets, given that the N22 bypass is opening for Macroom; her engagement with the various stakeholders to date; and if she will make a statement on the matter. [56933/22]

Catherine Martin (Dublin Rathdown, Green Party)
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Regional tourism promotion is an operational matter for Fáilte Ireland, in collaboration with Local Authorities and other tourism stakeholders, and Fáilte continues to work closely with stakeholders in the Lee Valley area to develop and promote the area as a tourism destination.

The Lee Valley features on Fáilte Ireland’s new look DiscoverIreland.ie website for domestic visitors, which launched in July 2020. The website has been re-designed as a one-stop shop for domestic visitors, showcasing the wealth of things to see and do across Ireland. Research shows that interest in new and off the beaten track experiences and activities are increasing.

The site features unique local content and hidden gems which people want more and more of, as well as the traditional well-known attractions and sights, presented in a way that caters to all visitor demographics and interests. There is a big focus on destinations and interests such as walking, nature and water sports. Research also shows that is what people look for first when planning a break. Walking in the Lee Valley, game and course angling, powerboat and water skiing and golf are just some of the activities featured on DiscoverIreland.ie.

In 2021, Fáilte Ireland launched the Discover West Cork Digital Brochure. The brochure was developed by the West Cork Tourism Network (a representative group which includes Fáilte Ireland, Cork County Council, Pure Cork and local tourism businesses) and features tourist attractions, outdoor activities as well as hospitality businesses. The Lee Valley is well represented within the digital brochure which is being promoted online and the content was used over the summer months as part of Fáilte Ireland’s ‘Keep Discovering’ domestic marketing campaign. With the environment and sustainability in mind, a limited amount of printed promotional material with QR codes for the digital brochure were distributed to tourism businesses to make it easy for visitors to access information on what to do and see in the area. The new brochure is designed to help tourism businesses highlight the standout experiences in West Cork to potential visitors and those planning trips to the area, while encouraging visitors to see more of the area and increase visitor dwell time.

Fáilte Ireland's Wild Atlantic Way team is also involved in a tourism development plan for the Muscraí area working with Comharchumann Forbartha Mhúscraí & GTeic, Údarás Na Gaeltachta, Cork County Council and local businesses. The Slí Gaeltacht Mhuscarí trail in County Cork received funding from the Department of Rural and Community Development to boost outdoor recreation and recreation tourism. The Slí Gaeltacht Mhuscraí is also a section of the Beara Breifne Way, for which Fáilte Ireland completed a Masterplan in 2019 and is currently working to complete detailed design, interpretation and trail upgrades plans, working with local stakeholders, in order to develop the route as an international walking route attraction of scale.

Fáilte Ireland has developed a Destination Experience Development Plan for the Three Peninsulas in West Cork. Recognising that the development of this area will have a positive impact on the wider Lee Valley area Fáilte Ireland has included representation from the area on the implementation group. This is to ensure that the Peninsulas' area is not developed in isolation from the wider area and that lessons learned can be utilised where appropriate in the Lee Valley area also in a supported way.