Fáilte Ireland launches strategies to drive sustainable tourism in Ireland's Hidden Heartlands

Fáilte Ireland has launched a new Regional Tourism Development Strategy for Ireland’s Hidden Heartlands which will provide a framework for sustainable tourism development across the region between 2023 and 2027. 

The new Ireland’s Hidden Heartlands Regional Tourism Development Strategy is one of four new strategies that outline a vision for tourism and contain a five-year strategic framework for sustainable tourism development across each of Fáilte Ireland’s four regional brands: The Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. 

The plan sets out a strategic approach for the tourism industry and the stakeholders to navigate current challenges and guide a course towards a sustainable recovery and continued success.   

By capitalising on the uniqueness of Ireland’s Hidden Heartlands they set a clear path ahead for the development of new and enhanced visitor experiences, building greater capacity and capability into the industry, and will provide a clear strategy for attracting visitors that will stay longer and spend more. 

For Ireland’s Hidden Heartlands, this means growing tourism revenue at a faster rate in areas that are less visited relative to the more popular destinations nationally over the period of this strategy.

Paddy Mathews, Head of Ireland’s Hidden Heartlands at Fáilte Ireland, said that the brand has seen huge success since its launch in 2018, and, he said, the region will become one of the leading regenerative tourism destinations in Europe, with nature and communities at its heart. 

“We have devised Ireland's Hidden Heartlands Regional Tourism Development Strategy as a pathway for further success. The strategy will ensure the primary focus over the next five years is on sustainability, so the socio-economic benefits of tourism are seen and felt in communities and businesses across the region. Most importantly, it will focus on decarbonising the tourism sector and in doing so help protect our environment for future generations.” 

Catherine Martin, Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media welcomed the publication of the regional tourism strategies, which she explained, will improve visitors’ experiences and enable regional economies to thrive.  

“With the support of Government and my department, the cooperation of Local Authorities, the tourism industry and local communities, these strategies will play a key role in improving the social, cultural and economic contribution of tourism across Ireland’s regions. Tourism is a significant economic sector in Ireland, and these strategies will support the development of tourism across all 4 of Fáilte Ireland’s regional brands, bringing new attractions and experiences for visitors and creating new opportunities for communities and businesses across the country”. 

The Regional Tourism Development Strategies will be activated across every region through a series of local area action plans, referred to as Destination and Experience Development Plans (DEDPs). Over the course of this strategy, in addition to the existing DEDP for Lough Derg, Fáilte Ireland will prepare a further four DEDPs across Ireland's Hidden Heartlands region. Fáilte Ireland’s commitment is for every part of the country to have a detailed tourism development action plan created in partnership with local stakeholders. 

Fáilte Ireland was recently appointed as a Sustainable Development Goal (SDG) Champion. The United Nations Sustainable Development Goals will inform the ongoing implementation of Fáilte Ireland’s 4 new Regional Tourism Development Strategies.