📋 Tender Overview
Topics:
Tourism
Economy Minister Dr Caoimhe Archibald visited tourism businesses in Co Fermanagh today to mark the success of the recent Irelands Hidden Heartlands (IHH) campaign by Tourism Northern Ireland.
Pictured with the Minister at Lough Erne Resort is Gareth Byrne General Manager.
An evaluation of the campaign which promoted Fermanagh to visitors across Ireland found that 82% recognised that Fermanagh is now part of the Irelands Hidden Heartlands brand and 80% agreed the campaign made Fermanagh seem worth a visit. The industry survey showed over 95% agreed that the campaign positioned Fermanagh as an attractive short-break destination showcased the breadth of experiences available and enhanced Fermanaghs reputation as a place worth visiting.The Minister said: It is wonderful to be back in beautiful Fermanagh following my announcement that the Irelands Hidden Heartlands brand can be used in the county for the first time.To hear directly from local businesses about the impact of the Irelands Hidden Heartlands licensing agreement alongside the Tourism NI marketing campaign and how it has delivered a significant boost to tourism in the area is very encouraging.The Tourism NI campaign has helped to set a strong foundation for strengthening visitor perceptions and for driving future demand. The Irelands Hidden Heartlands brand is well-known internationally. Being part of this strong brand provides a powerful platform and opportunity to boost visitor numbers supporting our tourism industry local businesses communities and the regional economy.IHH is a regional marketing and experience brand developed by Failte Ireland. It promotes Irelands central heartlands focusing on its natural assets and waterways across the island and internationally.In December 2025 the Minister announced that a new licensing agreement between Tourism NI and Failte Ireland would allow eligible tourism businesses in Fermanagh to use the IHH brand. Fermanagh destinations can now also feature in wider campaigns using the IHH brand such as those delivered by Tourism Ireland to a world-wide audience.Supporting the move the Minister announced PS300000 for Tourism NI to deliver a marketing campaign to showcase County Fermanagh as a compelling visitor destination and its inclusion in the Irelands Hidden Heartlands brand. To drive visitor conversion the campaign was also supported by special offers from local tourism businesses.During the Ministers visit to Enniskillen she met representatives from Marble Arch Caves Lough Erne Resort Cuilcagh Lakelands UNESCO Global Geopark Erne Water Taxis and Boatyard Distillery all of which were featured in the Tourism NI marketing campaign and Fermanagh and Omagh District Council. Carmel Scott Head of Marketing at Tourism NI said: These campaign results are extremely encouraging and demonstrate the strong potential of the Irelands Hidden Heartlands brand to enhance Fermanaghs profile as a compelling short-break destination. This campaign shows what can be achieved when a strong destination proposition industry collaboration and targeted marketing work together to create real visitor interest.While this is an important milestone we view it as the beginning of a longer journey. The focus now must be on maintaining momentum continuing to work collaboratively with industry and helping businesses convert increased awareness and interest into visits revenue and long-term benefit for the region.Chair of Fermanagh and Omagh District Council Councillor Debbie Coyle said: I was delighted to welcome Minister Archibald to the District to discuss the positive impact of including Co. Fermanagh within the Irelands Hidden Heartlands regional marketing and experience brand. This has provided a valuable platform to showcase the unique landscapes waterways heritage experiences and overall visitor offering that makes Fermanagh such an attractive destination helping to raise our profile among domestic and international visitors alike. Tourism is a key priority for the Council as we continue to grow a sustainable and regenerative visitor economy that benefits local businesses and communities. We look forward to continuing to work closely with the Minister and our tourism partners to build on the success achieved to date and maximise future opportunities for our area. The full Industry Campaign Evaluation can be found at www.tourismni.com/irelandshiddenheartlands(external link opens in a new window / tab)external link opens in a new window / tab
Notes to editors:
1. Caption: Economy Minister Dr Caoimhe Archibald visited tourism businesses in Co Fermanagh today to mark the success of the recent Irelands Hidden Heartlands (IHH) campaign by Tourism Northern Ireland. Pictured with the Minister at Lough Erne Resort is Gareth Byrne General Manager.2. For media enquiries contact the Department for the Economy press office by email: pressoffice@economy-ni.gov.uk3. To keep up to date with news from the Department for the Economy follow us on X(external link opens in a new window / tab)external link opens in a new window / tab Facebook(external link opens in a new window / tab)external link opens in a new window / tab Instagram(external link opens in a new window / tab)external link opens in a new window / tab and LinkedIn(external link opens in a new window / tab)external link opens in a new window / tab.4. The Executive Information Service operates an out of hours service for media enquiries only between 1800hrs and 0800hrs Monday to Friday and at weekends and public holidays. The duty press officer can be contacted on 028 9037 8110.
