• Cyril McAree

Local Tourism Industry Learn How Ireland’s Hidden Heartlands Can Help Deliver More Visitors


Ireland’s Hidden Heartlands is the newest regional experience brand for Ireland and was unveiled in April 2018. The brand aims to bring to life the Midland’s rich natural assets including its many lakes, walkways and blueways. Covering the ‘heart’ of the country, from Leitrim down to Lough Derg and extending through Longford, West Cavan, Roscommon, East Galway, East Clare as well as parts of Westmeath, Tipperary and Offaly, it will complement Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.

The two central spines of the region are the River Shannon and the Beara Breifne Way, and Fáilte Ireland is focusing on how those two major assets can be developed to bring visitor experiences of scale to the region.

The brand elements including the name, logo and what the brand stands for were developed following extensive research with consumers in Ireland, US, UK, Germany and France. Over 10,000 consumers were interviewed in the process giving Fáilte Ireland great insight and confidence that Ireland’s Hidden Heartlands has the potential to be both appealing and motivating to visitors.

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