Economy Minister Dr Caoimhe Archibald has visited tourism businesses in County Fermanagh to acknowledge the strong performance of Tourism Northern Ireland's recent Ireland's Hidden Heartlands (IHH) marketing drive.

An evaluation of the initiative, which promoted Fermanagh to audiences across the island, reported that 82% of respondents recognised the county as part of the IHH brand, while 80% said the campaign made Fermanagh appear worth visiting. An industry survey also found over 95% agreed the activity positioned Fermanagh as an appealing short-break location, highlighted the range of experiences on offer and enhanced the county's reputation.

The Minister said: "It is wonderful to be back in beautiful Fermanagh following my announcement that the Ireland's Hidden Heartlands brand can be used in the county for the first time.

"To hear directly from local businesses about the impact of the Ireland's 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 Ireland's 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 created by Fáilte Ireland, showcasing Ireland's central heartlands and their natural assets and waterways to domestic and international markets.

In December 2025, the Minister announced a new licensing agreement between Tourism NI and Fáilte Ireland enabling eligible Fermanagh tourism businesses to use the IHH brand. The agreement also means Fermanagh destinations can feature in broader campaigns, including those run by Tourism Ireland for global audiences. To back the move, the Minister provided £300,000 to Tourism NI for a campaign profiling County Fermanagh as a compelling destination and highlighting its inclusion in IHH, supported by special offers from local operators to encourage bookings.

During her visit to Enniskillen, Dr Archibald met representatives from Marble Arch Caves, Lough Erne Resort, Cuilcagh Lakelands UNESCO Global Geopark, Erne Water Taxis and Boatyard Distillery—all featured in the campaign—as well as 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 Ireland's Hidden Heartlands brand to enhance Fermanagh's 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 Ireland's 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 is available at www.tourismni.com/irelandshiddenheartlands.