Supporting regional tourism development

By VisitScotland Regional Director Lynsey Eckford

“It’s been 6 months since I took up the post of Regional Director for both Ayrshire & Arran, and Forth Valley, and I’m thoroughly enjoying working with industry and businesses across both these regions.

“My role is part of the Industry and Destination Development team, and our job is to develop tourism opportunities in the regions in partnership with tourism businesses, industry bodies, destination management organisations and local authorities.

“We also make sure that tourism is seen as an important and valuable industry for Scotland; supporting the responsible growth of the visitor economy and aligning with the needs of business, visitors, and local communities.

“My job is extremely varied, which is why I love it. Within each region there are several ways colleagues and I help the growth and development of the destinations, from supporting the development of regional tourism strategies, to marketing and partnership activity.

“We’re supporting the delivery of The Ayrshire & Our Islands Visitor Economy Strategy which was launched earlier this year. It is based around four regional strategic priorities which align with the national tourism strategy Scotland Outlook 2030, based on great visitor experiences, business growth, our talented people and looking after the environment.

“We’ve been promoting Falkirk to UK visitors this autumn as part of a marketing campaign.

“Delivered in partnership with Visit Falkirk, The Helix and Paths For All, it used social media to inspire people to take a short break to the region from Scotland and the north of England.

“Influencer Ruby Granger visited the Isle of Arran and the content was used on her Instagram Reel and YouTube channel this autumn. The activity was part of the Spirit Of The Highlands & Islands marketing campaign, led by High Life Highland and Highland Council. Targeting audiences in the UK, Germany and the Netherlands this autumn and winter, the campaign is specifically designed to encouraging visitors to come during the shoulder season, outside of the traditional summer holiday period.

“Following the success of the 2023 UCI Cycling World Championships which hosted races across Forth Valley this summer, we have been working closely with Sustrans Scotland and added five new Cycling World Championships legacy day trip routes, including one for Stirling, to our cycling routes map hosted on VisitScotland.com.

“One of the highlights of the year for me has been seeing tourism businesses and individuals recognised for their immensely important contributions to Scotland’s success as a tourism destination.

“At The West of Scotland Thistle Awards, Lamlash House in Newmilns, East Ayrshire was named Best Eating Experience. Best Bar or Pub sponsored by the Scottish Licensed Trade Association went to The Brae, Dreghorn, North Ayrshire, while Auchrannie Resort on the Isle of Arran was named Best Hotel Experience, sponsored by Fishers. Finally, Jack’s Alt-Stays in Millport, the Isle of Cumbrae, received the Best Self Catering Accommodation Experience award.  

“For The Central and East Thistle Awards, Cromlix, the 5-Star country house hotel in Dunblane was named the Best Hotel Experience award, sponsored by Fishers. Alloa Hub, a community-led venture that transformed a derelict toilet in Alloa town centre into a visitor centre and visitor attraction, received the inaugural Celebrating Thriving Communities Award.

“At the Scottish Thistle Awards national final at the Glasgow Hilton, Cromlix in Dunblane were crowned Best Hotel Experience Award, sponsored by Fishers.

“Another highlight has been attending our flagship travel trade show, VisitScotland Connect at P&J Live in Aberdeen in April this year. It was great to see businesses from Ayrshire & Arran and Forth Valley meeting and doing business with tour operators from Scotland’s key overseas markets. More than half of international visitors use the travel trade to plan and book their holidays and consumers from abroad stay longer and spend more, so this engagement is vital for the local economy.

“VisitScotland Connect returns to P&J Live in Aberdeen the 17-18 April 2024. Registration is open now for eligible businesses and I hope to see many more businesses attending.

“Our focus is on promoting regional and seasonal spread, inspiring visitors to discover lesser-known parts of our region and consider traveling at other times in the year.

“2024 promises to be another exciting year and I look forward to working with our industry and businesses then and into the future across Ayrshire & Arran and Forth Valley.”