Robert Troy (Longford-Westmeath, Fianna Fail)
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19. To ask the Minister for Culture, Heritage and the Gaeltacht for an update on the effect of the 'Hidden Heartlands' brand in terms of increasing tourism to the counties in this region. [36951/24]

Catherine Martin (Dublin Rathdown, Green Party)
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Fáilte Ireland is continuing to work with the relevant local authorities, other agencies such as Tourism Ireland, and the tourism industry, to raise awareness of the Hidden Heartlands brand and to grow tourism in the region. The Hidden Heartlands brand aims to galvanise the industry in the region around a shared proposition and the region is seeing a welcome increase in the rate of private investment in tourism product and accommodation.

Since its inception in 2018, Ireland’s Hidden Heartlands has made a significant impact on tourism, delivering increased visitor numbers and spend, season extension and creating jobs. Last year saw the expansion of Ireland’s Hidden Heartlands which now sits across eleven counties.

In relation to the specific tourism offering, Ireland’s Hidden Heartlands offers unparalleled opportunities to get active in nature with a latticework of vibrant waterways and walking trails. Furthermore, Fáilte Ireland and partners are seeking to highlight hidden gems and experiences that the tourist can uncover at their own pace while exploring the communities, tastes and textures that the region has to offer.

The local authorities are key partners and Fáilte Ireland has also built partnerships with Waterways Ireland, Coillte, Bord na Mona and the Office of Public Works in order to optimise the tourism potential of their natural and heritage assets in a sustainable manner.

Last year, Fáilte Ireland published a Regional Tourism Strategy for Ireland’s Hidden Heartlands 2023 - 2027. Within this five-year strategy, an exciting 10-year vision for the sustainable development of tourism in the region is set out. The strategy has a particular focus on regenerative tourism and sustainability, ensuring that tourism creates sustainable jobs in local communities and protects our environment.

In relation to national policy, I am currently finalising a new Tourism Policy Framework which will mainstream sustainability across the entire sector in the period to 2030.

While it will aim to grow the tourism sector, the objective will be to do so in a manner consistent with our broader sustainability targets. Regional growth, including within Ireland's Hidden Heartland's area, and season extension, will be important objectives. The new Tourism Policy Framework will address policy objectives related to tourism careers, innovation, product development and how we maximise our tourism assets to ensure future tourism growth is sustainable. I hope to have the Policy Framework finalised in the coming weeks.