Hidden Heartlands the focus of new tourism strategy

Developing tourism right around the country, and particularly in Ireland’s Hidden Heartlands, is the goal of a new state policy launched in Mullingar on Monday.

Tánaiste Simon Harris along with Ministers Peter Burke, Norma Foley, and Sean Canney were on hand at the visitor centre at Belvedere House, Gardens and Park for the presentation of the new National Tourism Policy.

A New Era for Irish Tourism presents a vision for growing visitor numbers and “ensuring regional prosperity across Ireland”.

The plan recognises that tourism is one of Ireland’s most vital indigenous sectors. With more than 46,000 tourism-related enterprises, it supports nearly one in every 10 jobs and plays a central role in sustaining local economies.

“It’s great that Belvedere House and Gardens takes centre stage today.

It’s a landmark day where we have launched our national policy, a New Era for Irish Tourism,” Minister for Enterprise, Tourism and Employment Peter Burke stated.

Minister Burke said the policy will guide how money is spent to encourage growth in the sector over the next five years:

“It’s doing a number of things. Firstly, it highlights that tourism is now at the heart of the Department of Enterprise.

That is reflecting how we have 46,000 SMEs delivering authentic service and offerings.

One in every 10 Irish jobs is in the sector.

We are bringing in metrics through state agencies to ensure we’re growing revenue sustainably, and growing value, which is critical,” he said.

Tourism in Ireland is a sector built on community, resilience and innovation. The minister said this initiative has clear goals:

“We are creating critical pathways for careers, which are so important in tourism.

We’re also looking at lengthening the season, from St Bridget’s Day the whole way past Halloween.

“We’ve a lot of work to do to lengthen it.

We’ll be looking at bringing forward a culinary strategy, really looking at our food, our artisan offering, as well as our drinks and distillery sector.

There is a huge amount of opportunity there, particularly how Europeans judge Ireland’s food and drink offering compared to how it actually is.”

A New Era for Irish Tourism aims to prioritise support for tourism SMEs, recognising their contribution to employment and balanced regional development:

“We’ll also be working to develop a number of strategies, particularly for the midlands,” Minister Burke said.

“We’re looking to make that doughnut into a pancake. Essentially we want to see tourism right around the country, and particularly driving forward on the Irish Hidden Heartlands.”

The Mullingar TD said launching the policy in his home town was part of that focus:

“We’re sending out a strong signal by doing that, that we have so much natural resources, so many untapped treasures right across the midlands.

Now we have to put capital expenditure behind. Ensure they’re marketed, and we get visitor numbers in.”

At the launch Tánaiste Simon Harris said: “Tourism supports jobs, sustains thousands of businesses, and touches every community from the streets of our capital city in Dublin to some of the most remote and rural parts of our country.

It is about people, experiences, and the stories we share with the world.”

A New Era is a policy that will set the course for Irish tourism over the next five years.