3 more counties added to Ireland’s hidden heartlands

Tourism marketing strategy gets tweaked over geography worries

THE inclusion of Offaly, Westmeath and Cavan in tourism marketing for Ireland’s Ancient East “stretched credibility”, according to a review by Failte Ireland.

The study concluded the geography for Ireland’s Ancient East was too large, especially by including what were traditionally considered midland counties.

Offaly, Westmeath and Cavan have instead been added to the brand of Ireland’s Hidden Heartlands, which Failte Ireland believes will be a better fit.

Minutes of a board meeting heard how “concern” had been raised over Ireland’s Ancient East and how it was functioning. The board were told a review was under way to make it a “more attractive offering” and link in better with outdoor and cultural activities.

The ongoing review looked first at the geography of the brand concluding that the area covered by Ireland’s Ancient East should “retract”.

Failte Ireland said their Hidden Heartlands had been a success, with 47% brand recognition by the end of 2019, a year-and-a-half after launch. It said including Offaly, Westmeath and Cavan would reinforce both brands and make more sense for tourists.

An information note said: “The proposed adjustments to the regional tourism brand boundaries align more naturally with the visitor offering on the ground including landscape, product base and primary travel corridors.” Failte Ireland said they had consulted widely before making the change, meeting with local authority bosses and key tourism operators in the area.

They said county councils in Offaly, Westmeath and Cavan agreed with the approach and the consensus among businesses was it was a positive move. Failte Ireland said: “It made more sense for these midland counties to be part of the Ireland’s Hidden Heartlands brand given the strong association the brand now has with the midlands.”