Scenic Limerick region included in Ireland’s Hidden Heartlands brand

FÁILTE Ireland is branching out further in the Limerick region, now adding another location to its Ireland’s Hidden Heartlands brand.

The Ballyhoura region is situated along the south and east borders of Limerick, with the brand now including the activity landscape in its upcoming tourist destination guide.

Currently, the 68km Lough Derg Way which passes through counties of Limerick, Clare and Tipperary is included on the Hidden Heartlands list, as well as the popular Killaloe river cruises.

The newest addition of Ballyhoura is an ideal candidate for Ireland's Hidden Heartlands brand, with hiking and bike trails, significant heritage sites, outdoor activities, and a variety of accommodations on offer.

Marie Healy, Regional Development Officer of the Ireland’s Hidden Heartlands team, said: “The inclusion of the Ballyhoura area is a seamless addition to the Ireland’s Hidden Heartlands brand at the southern end of the region,”

“The inclusion of east County Limerick will also further align Ireland's Hidden Heartlands brand area with the geography associated with the Shannon Tourism Master Plan which was published last year.”

Between 2019 and 2022, Ballyhoura was part of Fáilte Ireland’s Wild Atlantic Way brand, and previously was part of Ireland’s Ancient East. The local tourism trade felt that these brand identities didn’t quite fit.

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Margaret Atalla, Ballyhoura Fáilte DAC chairperson and owner of Deebert House Hotel in Kilmallock said: “Ireland’s Hidden Heartlands proposition centres around being ‘Active in Nature’, and Ballyhoura fits naturally into this,”

“Working with Ireland’s Hidden Heartlands will enhance the visitor experiences and strengthen our tourism offering whilst putting Ballyhoura Country firmly on the map.”

Often coined as the crossroads of Munster, the rural area of Ballyhoura has 54 communities within the locality as it rests on the border of Limerick, Cork and Tipperary.

The small Limerick town of Kilfinane lies among the Ballyhoura mountain range and is the heart of the overall area.

With the core of Fáilte Ireland's Hidden Heartlands brand being to ‘uncover hidden gems’ and to encourage people to go ‘off the beaten track’, the rural area of Ballyhoura fits the criteria.

Jana Mannion, Tourism Marketing Officer for Ballyhoura Country said: “We are very much looking forward to working with Ireland’s Hidden Heartlands team on optimising the tourism potential and opportunities of Ballyhoura Country over the coming years.”