Economy Minister Caoimhe Archibald visited tourism businesses in County Fermanagh to discuss the impact of the Ireland's Hidden Heartlands marketing campaign.

The campaign, which promoted Fermanagh across the island, achieved strong results. An evaluation found 82% of respondents recognised Fermanagh as part of the Ireland's Hidden Heartlands brand, and 80% said the campaign made the county appear worth visiting.

An industry survey showed over 95% of respondents agreed the activity positioned Fermanagh as an appealing short-break location and highlighted the range of experiences available.

In December 2025, Minister Archibald announced a licensing agreement between Tourism Northern Ireland and Fáilte Ireland allowing eligible Fermanagh tourism businesses to use the brand. The agreement also enables Fermanagh destinations to feature in broader campaigns run by Tourism Ireland.

The Minister provided £300,000 to Tourism Northern Ireland for a campaign profiling Fermanagh and highlighting its inclusion in the brand, supported by special offers from local operators.

During her visit to Enniskillen, the Minister met representatives from Marble Arch Caves, Lough Erne Resort, Cuilcagh Lakelands UNESCO Global Geopark, Erne Water Taxis, Boatyard Distillery and Fermanagh and Omagh District Council.

The Minister said the campaign has set a strong foundation for strengthening visitor perceptions and driving future demand. She noted that the brand is well-known internationally and provides a platform to boost visitor numbers.

Carmel Scott, Head of Marketing at Tourism Northern Ireland, said the results demonstrate the brand's potential to enhance Fermanagh's profile as a short-break destination. She said the focus now is on maintaining momentum and helping businesses convert awareness into visits and revenue.

Chair of Fermanagh and Omagh District Council, Councillor Debbie Coyle, said the inclusion has provided a valuable platform to showcase the unique landscapes, waterways, heritage and experiences of Fermanagh. She said tourism is a key priority for the council.