The town is stands close to the geographical centre of Ireland and spreads into the counties of Roscommon and Westmeath, which are located in the provinces of Connaught and Leinster respectively. The River Shannon, which runs through the town, forms the border of the counties and of the provinces. The heart of the town and its greater part lies in Westmeath.
The town has also been described as "the commercial capital of the Irish Midlands". (Read more)