by Ronan Casey
A number of tourism sites in Westmeath have been included as attractions on ‘Ireland’s Ancient East’, a new ‘touring region’ which aims to promote the east, midlands and south of the country in a similar manner to the successful ‘Wild Atlantic Way’.
The new tourism initiative taps into 5,000 years of history and Fáilte Ireland says it could increase visitor revenue to €950m and deliver over 600,000 visitors a year by 2020.
The cultural and heritage trail will stretch from the Boyne Valley in Meath through Westmeath and the midlands, taking in Kilkenny and Waterford, before ending in Cork.
Westmeath has suffered from being in the middle of a tourism donut, with tourism agencies and providers largely sticking to the coasts and ‘showpiece’ destinations. However, it features strongly in the new branding, with Tullynally Castle in Castlepollard one of the centrepieces of the region.
Tullynally is one of the must-sees in suggested touring itineraries drawn up by Fáilte Ireland.
In one three-day itinerary designed for tourists starting off in Dublin, tourists are recommended to take an overnight stay in Mullingar at either the Park Hotel or Annebrook House. They are urged to check out the night life of the town, with Oscars suggested as a dinner venue. The next morning it is recommended they start the day with a visit to the “enigmatic” Hill of Uisneach, followed by a trip to the “magnificent” Tullynally Castle, home to the Pakenham family.
On other itineraries, Kilbeggan Distillery is suggested as a must-see as part of a local trail that takes in Lough Crew Cairns in Oldcastle, the Left Bank in Athlone, Viking Tours up the River Shannon, Clonmacnoise, and Ballinahown Tea Rooms. The children of Lir feature in an official promotional video.
Mullingar is recommended as an overnight destination in other Fáilte Ireland material. Surprisingly, Belvedere House, Gardens and Park, often hailed as the “jewel in the tourism crown” of Westmeath does not feature in any itineraries, or indeed any promotional or publicity material related to ‘Ireland’s Ancient East’.
It’s the second major tourism boost for Westmeath this month, following on from the Center Parcs announcement in Ballymahon two weeks ago. In March Topic revealed that Tullynally was in the running to be included in the new regional branding.
MEITHEAL LAUNCH
‘Ireland’s Ancient East’ was launched by Minister for Tourism, Paschal Donohoe and Minister of State, Michael Ring, at Meitheal, Ireland’s largest travel trade workshop in the RDS, Dublin, on Tuesday.
The initiative is described as a “touring region” rather than a specific route (or routes), and is designed to offer visitors a “relaxing journey of discovery”. It is focused on heritage and history themed along four pillars – ancient Ireland, early Christian Ireland, medieval Ireland and Anglo Ireland. The initiative will target tourists over the age of 30 who are interested in history and culture.
The ‘Wild Atlantic Way’ saw an investment of €10 million from Fáilte Ireland last year and was widely seen as a game-changer for Irish tourism since its launch.
Like it, the new initiative was developed, following wide-ranging consultation with stakeholders and research in overseas markets and will be marketed internationally.
Fáilte Ireland will be working directly with businesses and communities “to bring this new brand alive”.
In the coming months, dedicated signage, experience development workshops and interpretation programmes will be rolled out to brand the area and assist business and communities in animating the stories of their locality.
Stories, and storytelling, will play a key part in the brand as it evolves. Supporting products, such as guided/self-guided walks, themed driving routes, festivals, events and river tours will also be encouraged and developed to complement the built heritage attractions.
