Businesses in Tipperary town are being encouraged to develop their tourism potential.
They met with Fáilte Ireland in recent days in order to identify ways in which they could maximise the tourism potential for the area.
The town is the western gateway to the Premier and there is concern that its profile has been lost in traffic congestion and issues with connectivity.
Paul Keely from Failte Ireland says that businesses in Tipperary need to stop identifying themselves as either North or South and view the County as a whole:
Helen Morrissey from Aherlow Fáilte says that being part of the Munster Vale project is a big coup for the region.
Munster Vales is a new tourism destination which will be developed as the key inland destination in Irelands Ancient East.
It extends from the Comeraghs to Ballyhoura incorporating the Galtees and the Knockmealdowns.
Helen says the initiative could be hugely beneficial: