Tourism in Westmeath: From Samhain to Shannon

Improvements to the Mullingar.ie website, a new masterplan for Belvedere House and Gardens, as well as major plans for Athlone Castle, and for marketing materials, are among the tools that are to be used to attract more tourists to this area.

Another is Westmeath’s importance in the Celtic festival of Samhain, which influenced the development of Halloween worldwide.

Details of the wide range of actions being undertaken were set out for members of the Municipal District of Mullingar Kinnegad by Westmeath tourism officer Una Doris at their July meeting.

She stressed that the focus is on all of the county and that the Visit Westmeath website includes features on the county’s towns and villages as well as the lakes.

“And we have an active offers and inspiration section where we add offers from hotels, packaged offerings, itineraries and suggestions for what things people can do and see in the county,” she stated.

Ms Doris began by outlining the national and regional policy frameworks guiding tourism development, including the County Tourism Strategy, Shannon Tourism Master Plan, and regional plans from Fáilte Ireland.

Sustainability is at the core of Westmeath’s tourism vision, she said, and regenerative tourism principles are driving efforts to balance community, environment, and economic development.

A major focus is the EU Just Transition regenerative tourism and placemaking scheme, delivered in partnership with Fáilte Ireland. The scheme has several strands, including support for trail networks, waterway projects, and direct council-led developments.

Under Scheme B – which supports community and business-led tourism projects – a total of €1.6 million in funding has been awarded to Westmeath applicants. Approved projects include two for new visitor accommodation, six for visitor experience enhancements, two of which include accessibility improvements and then one accessibility upgrade to a hotel, and eight digital transformation projects involving websites, booking engines and marketing content.

Ms Doris said that one of the digital transformation projects which had been successful is that of Mullingar.ie, run by the local Chamber of Commerce: “They’ve been awarded funds to upgrade and modernise the site and they’re working hard on that,” she said.

Ms Doris welcomed the appointment of a new Just Transition activator, Helen De Lacey, who will support applicants in delivering their projects. Tight delivery timelines have been a challenge, she noted, so procurement clinics and mentoring supports have been put in place.

Three key projects are being progressed directly by the council under Scheme D in partnership with Fáilte Ireland. These include a master plan for Belvedere House, Gardens and Park, the revitalisation of Athlone Castle’s visitor experience, and a 450-metre boardwalk and outdoor swimming pool along the River Shannon in Athlone.

The Belvedere project, led by Taylor McCarney Architects, aims to unlock the site’s full potential with a long-term development plan. At Athlone Castle, €3.2 million in Just Transition funding will deliver upgraded interpretation and visitor facilities. The boardwalk project will link key areas in the town, improving access and activating the Shannon’s waterfront.

Ms Doris emphasised that supporting local tourism businesses remains a priority. Through the Local Enterprise Office and Fáilte Ireland’s Learnify training platform, the council is helping new and expanding businesses build skills and networks. More than 30 Westmeath businesses took part in ‘Collaboration Cruise’ networking events held in May, and more are planned for the autumn.

Marketing efforts are also expanding.

Ms Doris said Westmeath’s collaborative approach, working with partners like Waterways Ireland and Destination Athlone, is helping generate national and international exposure. A national radio campaign, digital advertising targeting the UK and Germany, and a growing online presence are boosting visibility.

“In June alone, our Visit Westmeath platforms reached 245,000 people,” she said. “Outdoor recreation experiences are proving especially popular with overseas markets.”

Content creation is central to the strategy. Recent photoshoots and upcoming video production are expected to support further engagement with Tourism Ireland and Fáilte Ireland for promotional campaigns. A new county brochure is also in circulation, and distribution points in Dublin, Cork, and Shannon airports, reach a potential audience of nearly 40 million passengers.

One exciting development, Ms Doris noted, is a successful bid to be part of the Fáilte Ireland ‘Home of Halloween’ initiative. The ancient Celtic festival of Samhain, widely recognised as the origins of Halloween, has deep roots in the county.

“We’re now working with Longford County Council and Fáilte Ireland to plan a series of cultural events and a national marketing campaign,” she said. “It’s a key opportunity to bring visitors to the region at a traditionally quieter time of year.”

Ms Doris concluded by reaffirming the council’s commitment to collaborative tourism development, sustainability, and supporting communities to deliver a thriving tourism sector for the future.

“Tourism is not just about visitors – it’s about placemaking, local pride, and building a resilient local economy,” she said.

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