Ross to launch a new tourism brand for the Midlands region

A new tourism brand for the Midlands region is to be launched by Fáilte Ireland on Thursday, April 12, Minister for the Office of Public Works and Flood Relief Kevin ‘Boxer’ Moran revealed this week.

The new tourism brand will be introduced to run alongside the Wild Atlantic Way and Ireland Ancient East branding. It comes on the back of a €33m investment by the Government announced last year for new tourism products.

The brand will be launched by Minister for Transport, Tourism and Sport, Shane Ross, at the Hodson Bay Hotel at 11am on Thursday, April 12, Minister Moran said.

Since 2015, the Midlands region has been promoted under the Ireland Ancient East branding. However, the brand covers a wide geographical area, and many local councillors and representatives have questioned how effective it has been in promoting the region to its fullest potential.

“Athlone has recently been recognised in the National Development Plan, but people have really been crying out for a Lakelands type brand for years and years. I had the issue included in the Programme for Government some time ago, and I am delighted to say that we are about to see it realised,” Minister Moran commented.


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