County Fermanagh has officially become part of the popular Ireland’s Hidden Heartlands tourism brand, in a move expected to boost visitor numbers and shine a fresh international spotlight on the region’s natural beauty.
The announcement was made by Economy Minister Dr Caoimhe Archibald, who confirmed a new licensing agreement between Tourism Northern Ireland and Fáilte Ireland. The agreement allows eligible tourism businesses in Fermanagh to use the Ireland’s Hidden Heartlands branding and be featured in national and international marketing campaigns.
A Natural Fit for the Brand
Ireland’s Hidden Heartlands is a regional marketing brand that showcases the heart of Ireland — from tranquil waterways to lush landscapes — and has now extended its reach into Fermanagh. The inclusion of Fermanagh marks a significant milestone in cross-border tourism collaboration.
“County Fermanagh’s stunning lakes and landscapes will be a great addition to the Hidden Heartlands brand,” said Minister Archibald. “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.”
Investment and Support Incoming
The integration of Fermanagh into the brand forms part of the Minister’s broader Tourism Vision and Action Plan, which seeks to align the North with Fáilte Ireland’s regional experience brands.
To support the initiative, Minister Archibald has pledged an additional £300,000 to fund Tourism NI’s first-ever Ireland’s Hidden Heartlands campaign in March 2026.
“I am a great believer in the ability of tourism to promote regional balance,” the Minister added. “Today’s positive announcement further supports my regional balance agenda.”
Industry Reactions
Tourism leaders have welcomed the move and the potential opportunities it brings for local tourism operators.
Laura McCorry, Chief Executive of Tourism NI, said:
“Being part of the Ireland’s Hidden Heartlands brand gives local tourism businesses a powerful promotional platform on the global stage. The inclusion of Co Fermanagh… will enrich the overall brand, offering visitor experiences which are authentic and profoundly memorable.”
Caroline Bocquel, CEO of Fáilte Ireland, echoed the sentiment:
“This agreement creates new opportunities for tourism businesses across Ireland’s Hidden Heartlands in both jurisdictions… helping businesses enhance their visibility, attract more visitors, and offer a more joined-up experience.”
Alice Mansergh, Chief Executive of Tourism Ireland, added:
“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.”
What Happens Next?
Tourism NI will soon host a briefing event for Fermanagh tourism businesses, offering guidance on how they can apply to use the brand and access promotional materials. A toolkit will also be provided to help local businesses make the most of the new opportunity.
This announcement follows other cross-border tourism collaborations, including the Shared Island support for projects along the Causeway Coastal Route, Wild Atlantic Way, and Cuilcagh Lakelands.
