There is a commitment in the programme for Government that Fáilte Ireland would be directed to develop the Irish lake lands brand as a separate proposition alongside the Wild Atlantic Way and Ireland's Ancient East. The Wild Atlantic Way has worked in terms of tourism along the western seaboard. However, only 4% of tourists visit lake lands districts and the potential of the Shannon as a tourism attraction is seriously under-developed and under-resourced. I press the Government to move ahead with this direction to Fáilte Ireland to develop the lake lands of the Shannon region for tourism. Undoubtedly, it has potential but it needs to be branded and progressed.

I accept what Deputy Cahill is saying. I would assume that no area will thrive unless those who live in it make it attractive so that people will hear about it and want to visit for a good hospitality experience. Fáilte Ireland has its brief in this regard. The concept of the Wild Atlantic Way is one that has caught on very much because of its very nature. Lake lands are beautiful areas across the midlands of the country, and the Ancient East. Part of the Creative Ireland strategy and the strategy to be published in January for the development of rural Ireland will include this aspect. All these things are interlinked but at the end of the day, it is up to the proprietors and proposers in those regions to market their areas and outline the reasons tourists should visit them. Whether it is lake boating, fishing, the scenery or whatever, there are endless opportunities. I would like to think it can happen over the next number of years and that a lake district will become very much better known than heretofore.