‘Samhain: Fire, Folklore and Feasting in Ireland’s Hidden Heartlands’

Launch of ‘Home of Halloween Pilot Destination Development Scheme’

A new Fáilte Ireland plan that “aims to establish Ireland as the authentic global home of Halloween” includes a joint project between Westmeath and Longford County Councils.

The scheme was launched at Belvedere today (Friday May 23) and Minister for Enterprise, Tourism and Employment, Peter Burke, announced the five destinations selected to receive funding under the ‘Home of Halloween Pilot Destination Development Scheme’.

Longford Westmeath plan

The proposal for the Longford Westmeath festival is: ‘Samhain: Fire, Folklore and Feasting in Ireland’s Hidden Heartlands’ is a collaborative initiative, by Longford and Westmeath County Councils, transforming Ireland’s Hidden Heartlands into a captivating cultural corridor, tracing the ancient route of An Esker Riada, from the start of October ending with Samhain an Uisneach mid-November.’

A total of €1.5 million will be invested in 2025–2028.

A pilot scheme invited all local Authorities to apply for funding to create a new season for Halloween festivals rooted in local culture, folklore, and community engagement.

Each successful destination will receive up to €100,000 annually to develop Halloween festivals that celebrate Ireland’s heritage and attract visitors during the off-peak season.

The successful local authorities are:

• Westmeath County Council and Longford County Council (joint project)

• Meath County Council and Louth County Council (joint project)

• Galway City Council

• Kerry County Council

• Fingal County Council.

The projects are expected to attract 270,000 additional visitors over three years, generating €17 million, and supporting 500 direct and indirect jobs.

The pilot scheme is part of the ‘Ireland, Home of Halloween Strategy’ developed by Fáilte Ireland, Tourism Ireland, and Tourism Northern Ireland.

It aims to deliver immersive cultural Halloween experiences that will extend the tourism season into October and November and drive regional economic growth.

Minister Burke said: “This is a fantastic opportunity for Longford and Westmeath to showcase our Halloween traditions and welcome visitors during the autumn months.

“With €300,000 in funding, we can create unforgettable, authentic festivals that celebrate our local culture and boost the local economy. This means more support for our hospitality and tourism businesses, more work for artists and performers, and more life in our towns and villages during the off-peak season.

“I’m proud to see our region recognised as a key part of Ireland’s Halloween story and look forward to seeing these celebrations grow over the coming years.”

The new pilot scheme builds on the success of the Púca Festival co-developed by Fáilte Ireland and Meath County Council in 2019. Rooted in the ancient tradition of Samhain, Púca has become a flagship Halloween event, attracting thousands with its mix of spectacle, music, and food.

In 2024, the festival welcomed 49,050 attendees, delivered €7.11 million in economic impact, and supported 174 jobs.

In 2023, Fáilte Ireland also introduced Fire and Shadows Processions in Limerick, Longford, and Waterford to further establish Ireland’s position as the Home of Halloween.

Orla Carroll, director of Product Development at Fáilte Ireland, stated: “We were encouraged by the strong interest and vision from local authorities, and the successful applicants showed real potential to deliver a season of vibrant, authentic festivals.

“Building on the Púca festival, the scheme fosters partnerships between councils, tourism businesses, and cultural groups, helping to build a sustainable Halloween tourism offering across the regions of Ireland that will resonate with domestic and international visitors and support long-term tourism development in these five destinations.”

Barry Kehoe, chief executive of Westmeath County Council, said: “Westmeath County Council proudly announces its participation in the Home of Halloween initiative, which will showcase our county on an international stage alongside our partners in Longford County Council.

“The ancient Celtic festival of Samhain has deep roots in Westmeath, with celebrations already established at the historic Hill of Uisneach, known as the sacred centre of Ireland, along with numerous other Halloween events throughout the county.

“Working closely with Fáilte Ireland on this significant tourism initiative, we aim to expand these cultural celebrations, highlighting our authentic connection to Halloween’s origins while creating substantial economic benefits for local tourism businesses and communities.

“This partnership represents an exciting opportunity to preserve and promote our rich heritage while welcoming visitors from around the world to experience the true birthplace of Halloween traditions.”

Paddy Mahon, chief executive of Longford County Council, said: “We are delighted to secure this significant funding for the Home of Halloween festival. As a partner in this cross-county initiative with our Westmeath colleagues, Longford County Council will help transform Ireland’s Hidden Heartlands into a premier Halloween destination rooted in our genuine Celtic heritage.

“This festival will breathe new life into ancient traditions along the historic Esker Riada route, connecting the sacred sites of Rathcroghan and the Hill of Uisneach via our remarkable Corlea Trackway. The night-time experience at Corlea and the Fire and Shadows Procession in Longford Town will be particularly striking elements of what promises to be an unforgettable celebration.

“This funding enables us to create not just a festival, but a sustainable tourism asset that will benefit our communities, artists, and businesses for years to come. By weaving together our shared history, local talent, and natural landscapes, we’re setting the foundation for a new seasonal tradition that honours our past while looking confidently to the future.”