Dáil Éireann Debate, Thursday - 18 May 2023
44. Deputy Brendan Smith asked the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media the proposals, if any, there are to intensify marketing of the tourism potential of the Hidden Heartlands; and if she will make a statement on the matter. [23676/23]
Amharc ar fhreagraMy role and that of my Department officials in relation to tourism lies primarily in the area of national tourism policy development and in securing resources to assist the tourism agencies, Fáilte Ireland and Tourism Ireland, in implementing that policy.
Fáilte Ireland's role as the National Tourism Development Authority is to support the long-term sustainable growth in the economic, social, cultural and environmental contribution of tourism to Ireland. Domestic holiday marketing is led by Fáilte Ireland across the four regional experience brands: Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin.
Since the launch of the Hidden Heartlands brand in 2018, Fáilte Ireland has worked closely with the Local Authorities, other State agencies such as Tourism Ireland, and the tourism industry, to raise awareness of the brand and to grow the visitor economy in the region. Tourism Ireland continues to promote Ireland’s Hidden Heartlands around the world – across a range of platforms including on Ireland.com and through social media; at major international consumer and trade fairs; through familiarisation visits for influential travel agents, tour operators, as well as international travel and lifestyle journalists, influencers and bloggers; and through Tourism Ireland’s promotional material including market guides and brochures.
Fáilte Ireland's Regional Tourism Strategy for Ireland’s Hidden Heartlands 2023-2027 is available on the Fáilte Ireland website here. This five-year strategy sets out an exciting 10-year vision for the sustainable development of tourism in the region. The strategy will focus on regenerative tourism and sustainability, ensuring that tourism works to create sustainable jobs in local communities and protects our environment.
As the matter raised by the Deputy is an operational matter for Fáilte Ireland and Tourism Ireland, I have referred the matter to the respective agencies to supply further details on the activities they are carrying out to promote the Hidden Heartlands brand. Please contact my private office if you do not receive a reply within ten working days.
