Economy Minister Caoimhe Archibald told the Northern Ireland Assembly that a tourism marketing effort for County Fermanagh will generate almost 27 million viewing or listening opportunities. The campaign aims to reach 58 percent of adults across Ireland. It allocates £300,000 for advertisements on multiple television channels, radio stations, print media and online platforms.

Tourism NI launched the Hidden Heartlands initiative last month. The promotion runs until 31 March and highlights businesses such as Killyhevlin Lakeside Hotel, Lough Erne Resort, Boatyard Distillery, Marble Arch Caves and Erne Water Taxi. It encourages short breaks in the county.

West Tyrone SDLP MLA Daniel McCrossan questioned Archibald on the campaign's benefits for the local economy and 45 involved businesses. She noted that 26 promotional offers from Fermanagh tourism providers appear on press, digital sites and discovernorthernireland.com.

Archibald added that 45 businesses have joined the Ireland’s Hidden Heartlands brand, spanning hotels, restaurants, attractions and experiences county-wide. Officials plan to assess economic effects post-campaign, citing prior Tourism NI efforts where each pound invested yielded £60 in local spending.

Laura McCorry, chief executive of Tourism NI, described the platform broadcasts as a chance to boost the region's economy.