The midlands counties including Westmeath, Roscommon and Offaly will now be promoted under the Lakelands tourism brand, it has emerged.
It follows the allocation of a further €33m in funding for new tourism products in yesterday's budget.
It means the midlands will no longer be included in the Ireland's Ancient East brand, which along with the Wild Atlantic Way has dominated Failte Ireland's promotional strategy.
Minister Moran said the extra funding will allow Fáilte Ireland to progress the development of a brand for the Lakelands region as a separate proposition to sit alongside the Wild Atlantic Way and Ireland’s Ancient East.
“This is excellent news as it is something that I have campaigned strongly for since entering the Dail and fulfils the commitment given in the Programme for Government,” said Minister of State Kevin 'Boxer' Moran.
A detailed breakdown on the development of the Lakelands tourism project will be announced jointly by Minister for Tourism Shane Ross and Minister Moran.
Minister Shane Ross said: Fáilte Ireland would “commence work on the development of a brand and product offering for the Lakelands region”
Minister Denis Naughten also confirmed funding has been allocated for the development of a Lakelands tourism brand to promote the midlands counties to both national and international tourists.
He said it delivered on a commitment he had sought and obtained, along with colleague Minister Kevin Boxer Moran, in the Programme for Partnership Government,
"The promotion of the midland counties as the Lakeland region now puts our area on a similar standing to the Wild Atlantic Way and the Ancient East," said Minister Naughten.
"I also want to thank Minister Paschal Donoghue who, when he served as Tourism Minister, supported the inclusion of the Lakeland brand in the commitments secured in the Programme for Government," concluded Denis Naughten.