The most difficult thing about promoting the delights of the Nire Valley, according to Michael Desmond, is that many people simply don't know where it is.
Nire Valley Failte, the voluntary tourism organisation which Mr Desmond chairs, once placed a classified advertisement in a national newspaper offering a weekend in the area for a package price including meals and accommodation.
"A fellow rang who wanted to know if the price included the flight to Cairo," he recalls ruefully.
Nestled in the Comeragh Mountains between Clonmel and Dungarvan, the Nire Valley in Co Waterford hosts its fifth annual walking festival the weekend after next.
Up to 180 walkers, from experienced hill-climbers to those who prefer a quiet stroll in the woods, are expected to visit the area to enjoy the splendour of the Comeragh Mountains and join in the traditional music, singing, set dancing and pint drinking which follow the main business of the day.
Mr Desmond, who conducts guided walks in the area throughout the year, says the festival gives people the opportunity to meet fellow walkers and experience the valley "in all its autumnal glory".
Walkers should head for the village of Ballymacarbry and follow the signs for the Nire schoolhouse where registration, at £10 for the weekend and £7 for one day only, takes place on the Saturday and Sunday, October 10th and 11th, from 9 a.m. to 9.30 a.m.
The only exception to this is for those taking part in the Grade C walk, the least serious of the four categories, on the Sunday. These should register at the tourist office in Ballymacarbry village. Grade A walks are for the very experienced only, while only those with a good level of fitness should participate in the Grade B or Grade B+ categories.
And no, a flight to Cairo is not included.