According to the Irish Times of 27 August 2016
Fáilte Ireland has tendered [sic] for a company to help it develop a new tourism strategy for the swathe of land running down the middle of Ireland that falls outside the Wild Atlantic Way and Ireland’s Ancient East, the two linchpins of the State’s tourism marketing strategy.
The area, generally referred to in tourism marketing circles as “Ireland’s Lakelands” district, takes in parts of east Galway, Roscommon, Leitrim, much of north Tipperary, and runs down as far as the northern reaches of Cork. […]
The tender made no mention of the Lakelands moniker, but Ms Carroll [of Fáilte Ireland] […] said the Lakelands term, which is also used in the Programme for Government’s tourism strategy, may not end up being the final slogan that is used for the region.
I wonder what that does for Waterways Ireland’s Lakelands & Inland Waterways marketing and product development Initiative and what it says about the success of the Lakelands Strategic Plan [PDF]. I note too that the Irish Times refers to “the State’s tourism marketing strategy” whereas WI’s initiative was a cross-border one and included the Erne as well as the Shannon.