Ireland’s Hidden Heartlands regional brand to be used in Fermanagh

Economy Minister Dr Caoimhe Archibald has announced a new licensing agreement which will see the Ireland's Hidden Heartlands brand used in County Fermanagh for the first time.

Ireland's Hidden Heartlands is a regional marketing and experience brand that was developed by Fáilte Ireland which promotes Ireland's central heartlands, focussing on its natural assets and waterways, across the island and internationally. 

The licensing agreement between Tourism NI and Fáilte Ireland will enable eligible tourism businesses in Fermanagh to use the Ireland's Hidden Heartlands brand and be featured in Tourism NI marketing campaigns.

The Minister said: “County Fermanagh's stunning lakes and landscapes will be a great addition to the Hidden Heartlands brand. And being part of such a strong international brand will boost tourism in the Erne region. This announcement is good news for everyone and underlines the benefits of the all-Ireland economy.” 

The move is one of the Minister's priorities within the Tourism Vision and Action Plan, which aims to incorporate the north into Fáilte Ireland's regional experience brands.

The Minister continued: “To support this initiative I am allocating an additional £300,000 for Tourism NI's first ever Ireland's Hidden Heartlands campaign in March 2026. The inclusion of Fermanagh into the Hidden Heartlands brand and the new marketing campaign will deliver a major boost to tourism in the area.”

The Minister concluded: “I am a great believer in the ability of tourism to promote regional balance. Today's positive announcement further supports my regional balance agenda.”

The licensing agreement has been put in place to build on the strong cross-border collaboration which already exists between tourism businesses and public bodies in Co Fermanagh and their Ireland's Hidden Heartlands counterparts.

Laura McCorry, Chief Executive of Tourism Northern Ireland, said: “Being part of the Ireland's Hidden Heartland's brand gives local tourism businesses a powerful promotional platform on the global stage.

“Promoting the region as an interconnected tourism experience will help attract more visitors to the area and boost the local economic benefits of tourism.

“The inclusion of Co Fermanagh, with its serene lakes, ancient landscapes, deep sense of tranquillity and welcoming communities, will enrich the overall brand, offering visitor experiences which are authentic and profoundly memorable.”

Caroline Bocquel, CEO of Fáilte Ireland, said: “This agreement creates new opportunities for tourism businesses across Ireland's Hidden Heartlands in both jurisdictions.

“By building on a strong brand identity and encouraging collaboration, it will help businesses enhance their visibility, attract more visitors and offer a more joined-up experience for those exploring the area."

Alice Mansergh, Chief Executive of Tourism Ireland, said: “At Tourism Ireland, we are proud to promote the island of Ireland overseas as a destination of choice for visitors. 

“From the River Shannon to Lough Erne, interconnecting waterways and surrounding countryside provide wonderful, authentic opportunities to experience nature, greenery, communities and culture. 

“We'll be promoting the Ireland's Hidden Heartlands brand as part of our overseas marketing programmes, in partnership with industry and agencies on the ground. Ultimately, helping overseas visitors first choose the island and then explore across geographies supports broad benefits for businesses and communities.”

Notes to editors:

1. Tourism NI and Fáilte Ireland will continue to offer guidance and learning opportunities to tourism businesses in their respective jurisdictions.
2. The move is the latest in a greater collaboration including the Shared Island support for tourism projects across the Causeway Coastal Route and Wild Atlantic Way, as well as the Shared Destinations Programme in Cuilcagh Lakelands, Carlingford Lough and Sliabh Beagh.
3. Tourism NI will be running a briefing event for tourism businesses in Co Fermanagh in the next few weeks , where they will be advised on how to apply to use the brand, upcoming plans and how they can access a range of Ireland's Hidden Heartlands material for use in their marketing campaigns, with a toolkit also available to help them maximise its effectiveness.