Peter Burke (Longford-Westmeath, Fine Gael)
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Tourism Ireland’s marketing message is that the island of Ireland has so much to offer across regions and seasons. The organisation’s focus remains on marketing the island effectively overseas, giving visitors compelling reasons to choose this destination. Working with influential travel, lifestyle and special interest media is an important element of Tourism Ireland’s overseas promotional programme.

In October images of Ireland’s Hidden Heartlands were beamed into the homes of 1.2 million people across Italy, when a special Ireland episode of a popular Italian TV show called Geo aired on Italian TV. Filming took place here last year and was supported by Tourism Ireland and Fáilte Ireland. The episode was filmed at multiple locations in Ireland’s Hidden Heartlands including Brookfield Farm near Nenagh, Birr Castle Demesne, Lough Boora Discovery Park, Strokestown Park House, Athlone Castle, Sean’s Bar in Athlone, Tullamore D.E.W. Distillery and Celtic Roots Studio.

Tourism Ireland was delighted to support the production of this special episode of Geo, shining a spotlight on Ireland’s Hidden Heartlands. The episode captured the essence of this special part of Ireland – its beautiful landscapes, rich heritage and welcoming people. With 1.2 million viewers across Italy tuning in, it’s a wonderful opportunity to inspire future visitors to come and experience Ireland’s Hidden Heartlands for themselves.

Publicity and broadcasts are a key element of Tourism Ireland’s programme of activity to grow tourism from overseas markets, and this is just one example of the work being undertaken by Tourism Ireland in relation to the Midlands and Ireland's Hidden Heartlands.

Fáilte Ireland’s Regional Tourism Development Strategies 2023 – 2027 are a roadmap for the tourism industry and all stakeholders involved in tourism. The Development Strategies set out a strategic approach to unlocking the commercial potential each region. It ensures focus on tourism development is sustainable and regenerative and that the benefits accrue to local communities and to nature.

To activate these strategies, Fáilte Ireland has established localised five-year Destination Experience Development Plans (DEDPs). These include the "Upper Shannon, Shannon-Erne, and Border DEDP" which was launched in 2024. This plan involves cooperation between Cavan, Leitrim, and Roscommon County Councils, Waterways Ireland, local development companies, tourism businesses, and communities. It aims to leverage key assets like the River Shannon to boost tourism.

Some examples of capital projects in development are:

• Shannon Pot and Cavan Burren Park
• The Beara Breifne Way
• Acres Lake water sports activity facilities
• Irelands Mountain Bike Experience (Slieve Blooms -Offaly and Laois)

A second DEDP will cover the Mid-Shannon and Midlands region including South Roscommon, Longford, Westmeath and Offaly. It is anticipated that this DEDP will be launched in 2026.

A DEDP for County Laois is currently in development, which will shape a long-term vision for sustainable tourism in the county.

Under the EU Just Transition Fund, Fáilte Ireland has been tasked with the administration of €68 million of the fund for a Regenerative Tourism and Placemaking Scheme 2023-2026. Through this scheme Fáilte Ireland will invest in the sustainable development of tourism in the Midlands with the aim of diversifying the regional economy by creating jobs, supporting habitats and biodiversity and sustaining communities.

There are two main elements to the overall scheme:

1. €38m towards the diversification of the regional economy through the sustainable development of tourism.
2. €30m towards the regeneration and repurposing of peatlands through the development of a network of trails.

The EU Just Transition Fund geographic territory includes the following 8 counties: Longford; Offaly; Roscommon; Laois; Westmeath; Galway; Kildare and Tipperary

To note, counties Galway, Kildare and Tipperary are only partially covered by the scheme so the focus in these areas is on the municipal districts of Ballinasloe in East Galway, Carrick on Suir and Thurles in Tipperary, and Athy and Clane-Maynooth in Kildare.

The overall scheme is being delivered through a range of funding programmes, which will run in parallel between now and until the end of 2026, as follows:

· Scheme A: Trail Network Development Scheme (delivered primarily through BnM (formerly Bord na Mona))

The main intervention under this scheme will be the development of universally accessible ‘rollable’ cycle trails on former industrial peatlands across public lands in EU Just Transition territory. This will include new trail developments as well as upgrades to existing trails to significantly improve the user experience.

• Scheme B: Investment Grant-Aid Scheme for SMEs

The purpose of the scheme is to deliver grant-aid to private and community-based micro enterprises and SMEs to help them improve the quality of the visitor experience within the Territory. This will create new jobs in local communities and grow the visitor economy while pursuing net positive benefits for biodiversity.

• Scheme C & D: Investment Grant-Aid Scheme for Local Authorities and certain State Agencies

The purpose of these schemes is to deliver grant-aid to relevant State Agencies and the eight Local Authorities within the Just Transition Territory to deliver improved tourism infrastructure, facilities and visitor experiences, including those that can be leveraged by the private and community sectors.

• Scheme E: Appointment of County Tourism Activators to Local Authorities

Funding has been provided to appoint one full-time or part-time Tourism Activator in each of the eight participating County Councils (Roscommon, Longford, Westmeath, Offaly, Laois, Kildare, Galway and Tipperary) within the JTF Territory in order to build capacity within private and community-based micro enterprises and SMEs and establish a series of high performing tourism business clusters and networks.

Scheme F: Enterprise Supports Scheme

This scheme provides access to a fully funded tailored programme of tourism skills; capability building and supports for new and existing tourism enterprises and individuals transitioning to tourism in the territory to drive productivity. This will support the creation of new jobs in the sector and contribute to growing the visitor economy.

To date, over €54 million in funding has been announced under Fáilte Ireland's EU Just Transition Regenerative Tourism and Placemaking Scheme, which is co-funded by the Government of Ireland and the EU. This includes 54 private and community SME projects, 23 Local Authority and State Agency projects, and 3 projects under the Trail Network Scheme in partnership with BnM. The funding also supports 84 participants in the Tourism Learning Programme, 66 participants in the Digital Transformation Programme, and 8 Tourism Activators - one in each county across the territory. Further projects will be announced in the coming weeks.