FALLING FOR FIFE
New digital campaign inspires UK visitors to enjoy seasonal breaks A new marketing campaign is aiming to help UK visitors fall in love with Fife this autumn and winter.
With stunning images of Elie Ness Lighthouse, Dunfermline Abbey and the Fife Coastal Path, VisitScotland, in partnership with Welcome to Fife is using social media to inspire visitors to take a short break to the region. Aimed at visitors living in Scotland and north England, the activity hopes to show holidaymakers, and specifically retirees, why the region is the perfect place for a getaway. *
It follows new research*, commissioned by VisitScotland alongside is counterparts in the England and Wales, which showed suggests over 40% of retirees (44%) believe they’ve not been affected by the cost-of-living crisis and have no financial barriers to taking holidays in the UK. Famed for its breathtaking scenery and rich history, the campaign urges visitors to have the ultimate coast and city experience in Fife. It highlights landmarks such as Aberdour Castle, Abbot House, Dunfermline Abbey, Forth Bridge and Culross, as well as the region’s vibrant culinary scene including the Fife’s two Michelin-starred restaurants The Peat Inn and The Cellar. Some of the area’s best loved experiences can be enjoyed as part of the Fife Coastal Path. The 117-mile route links the Forth and Tay estuaries and runs through towns and villages such as Limekilns, Burntisland, Elie, Crail, St Andrews and Newburgh.
Tourism is one of Fife’s most important industries. Many businesses are still recovering from the impacts of the pandemic and the current challenging economic landscape, because of that, domestic visitors continue to be a vital market for the region.
Caroline Warburton VisitScotland Destination Development Director, said: “Fife is ideally placed to offer that coastal and city experience to visitors. The area has a diverse and vibrant year-round offering, and this new campaign aims to inspire visitors to stay, explore and experience it for themselves.
“Partnership working is at the heart of what we do, and following a challenging period for the industry, we need to keep building on that momentum and showing visitors is a must-see destination whatever the season. Tourism is an important part of the local economy, creating jobs and sustaining communities”.
Hilary Roberts, Lead Officer for Tourism at Fife Council said,”Partnership working with VisitScotland is vital for Welcome to Fife to continue to build awareness of the area as a first class visitor destination. This new campaign showcases Fife as a perfect location for a break at any time of year, highlighting just some of our picture-perfect towns, villages and attractions. Tourism is a vital sector to the Fife economy, and marketing activity such as this, along with our own recently launched ‘The Kingdom. Where It All Begins’ campaign are key elements of our strategy to build on the value of tourism in Fife, and to support local businesses and communities to thrive. “
For more information about the work of VisitScotland visit: www.visitscotland.org
For more information and what to see and do in Fife, visit www.welcometofife.com/thekingdom
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