General Industry

Fáilte Ireland Announces New Head Of Ireland’s Hidden Heartlands

By Dave Simpson
Fáilte Ireland Announces New Head Of Ireland’s Hidden Heartlands

Fáilte Ireland has announced the appointment of Paddy Mathews as its new Head of Ireland’s Hidden Heartlands.

With a wealth of experience in the development of destinations and world-class tourist attractions, Mathews has worked with the national tourism development authority since 2006, leading the Environment Unit before heading up Investment and Innovation as well as the Attractions team. During this time, he worked on the development of the Wild Atlantic Way. Prior to joining Fáilte Ireland, Mathews worked with the Heritage Council and in private consultancy.

Delighted To Announce

Paul Keeley, Director of Commercial Development at Fáilte Ireland, said, “As we launch the first major TV ad for Ireland’s Hidden Heartlands, I’m also delighted to announce that, following a highly competitive recruitment process, Paddy Mathews will head up the Ireland’s Hidden Heartlands team, another big milestone for the brand. This role will be vital to the new regional experience brand as we work to embed and develop it over the coming years, and with his wealth of experience in the tourism industry, Paddy is incredibly well placed to do this. He already has built good relationships with attractions and the tourism industry across the region through his previous roles and I know he will work hand in glove with them as Fáilte Ireland continues to develop the Ireland’s Hidden Heartlands brand.”

Speaking about his new role as Head of Ireland’s Hidden Heartlands, Mathews added, “I’m delighted to take on this new and exciting role. Over the last 12 years with Fáilte Ireland, I’ve seen first-hand the potential the region has as a visitor destination. I believe the Ireland’s Hidden Heartlands brand can really transform the offering here over the coming years, driving growth in the visitor economy for the benefit of all in the region.

“I’m looking forward to building a team on the ground, and working with industry, stakeholders and local communities to bring Ireland’s Hidden Heartlands to life as a compelling place to visit.”


Ireland’s Hidden Heartlands covers the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly. It complements Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.

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