€2M All-ISLAND CAMPAIGN TO MARKET IRELAND'S LAKELANDS AND INLAND WATERWAYS

Fáilte Ireland and Waterways Ireland have launched a €2million promotional campaign to market Ireland's Lakelands and inland Waterways to domestic and international visitors. The campaign aims to significantly boost visitor numbers to the lakeland regions over the next three years.

The campaign which promotes water based and land based activities from Belleek in County Fermanagh to County Limerick is a new departure and involves cross border, inter-agency partnerships between Fáilte Ireland, Waterways Ireland, the Northern Ireland Tourist Board, Shannon Development and Local Authorities from Lough Erne to the Shannon basin.

Launching the Campaign in Clonmacnoise on Friday 12th October, the Tanaiste and Minister for Finance, Mr. Brian Cowen, T.D. said; "Our Inland Waterways and Lakelands offer some of the most scenic and unspoiled areas of the country. I welcome this initiative among industry bodies to join forces to promote this region in such a unique fashion. We at Government level are supportive of this initiative and we are currently awaiting EU approval on the proposed Tax Incentives scheme which will promote sustainable tourism development and a new generation of tourism enterprises along the Mid Shannon Corridor".

Commenting on the launch, Mr Shaun Quinn, Chief Executive, Fáilte Ireland said, "Our research indicates that domestic and overseas visitors alike are seeking tranquility, relaxation and an unspoiled landscape when they choose to holiday in Ireland. The midland corridor, which includes some of our most beautiful countryside and waterways, offers a taste of a traditional, relatively unexplored Ireland. However, he stressed the critical importance of continued capital investment in the region by all partners and the private sector as provided for under the NDP in order to realise the true potential of tourism in the region".

While overall visitor numbers to Ireland are on the increase and frequency of breaks among domestic visitors is also on the increase, the cruising sector has suffered a decline in recent years. This campaign supports Fáilte Ireland's cruising strategy which identified the infrastructure and product improvements required to ensure that Ireland's reputation as a quality destination for in-land cruising is maintained.
"Tourists needs are changing, they are no longer satisfied with just taking a trip, instead they have a desire for a life enriching experience. We believe that many parts of Ireland offer an authenticity and a pace of life which is still unique to Ireland. This is something which we need protect as it allows Ireland to be marketed as a unique holiday experience that is not available elsewhere," added Shaun Quinn.

John Martin, CEO Waterways Ireland added, "From the outset Waterways Ireland recognised that in order to enhance and develop the great potential of the waterways that a solid platform for sustained market development through working in partnership with other agencies was the cornerstone to delivery. I am particularly pleased today to see the fruition of work by such a partnership and indeed would like to pay tribute to my own staff and those of Fáilte Ireland, NITB, Fermanagh Lakeland Tourism and Shannon Development who have come together to pool resources, share ideas and develop initiatives. I know that this is but the first stage of phase one and I look forward to the next stages and to the continued working relationship with our colleagues in Fáilte Ireland".

The Lakeland and inland Waterways promotional campaign involves the publication of a 50 page guide to the region, a DVD and a new web-site (www.discoverireland.ie/lakelands). These tools which highlight the activities, opportunities and accommodation base available to visitors form part of an overall campaign designed to increase holiday makers to the region.

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