Realising Ayrshire tourism’s potential

Businesses and industry partners met to discuss ways to make Ayrshire & Arran a leading tourism destination in Scotland, as part of the region’s economic strategy.

More than 100 delegates gathered at the Ayrshire & Arran Tourism Conference 2024, organised by the Ayrshire & Arran Destination Alliance, on behalf of the Ayrshire & Arran Visitor Economy Leadership Group, held at The Park Hotel, Kilmarnock (Tuesday 14 May).

In the opening session, Susan Dickie, Head of Insight, at VisitScotland explained how global travel has been returning to pre-pandemic levels and many of those coming to Scotland have a very positive attitude towards their time in Ayrshire & Arran. The audience heard how visitors enjoy the authentic experiences and connecting with the people, landscapes and nature.

Lynsey Eckford, Regional Director at VisitScotland (pictured above), highlighted the islands, beaches, country parks and estates all help to meet this demand. Attendees heard how promoting outdoor pursuits, cultural attractions and fresh local produce will help draw visitors and are all priority areas for development in the Ayrshire and our Islands Visitor Economy Strategy.

The trend for authentic food and drink experiences were showcased at the event, with the popularity of agritourism, as well as sustainable and community-led tourism initiatives represented on an industry panel from across Ayrshire & Arran. The session was led by Alastair Dobson, Chair of the Regional Economic Strategy Group and Managing Director of Taste of Arran and Arran Dairies.

Panellists included Stephanie Wade from Hub International (Skills), Susanne Arbuckle from Girvan (Community-Led Tourism), Ailsa Currie from Bellevue Farm (Food & Drink), Julia McMurdie from North Ayrshire Council (Digital), Daniel Jack from Jacks Alt Stays (Sustainability)

Robert Oxley OBE, Director of Public Affairs for The R&A, described how The Open at Royal Troon in July will see a quarter of a million spectators visit Ayrshire - worth tens of millions of pounds to hospitality, shops and attractions in the region during the week. Millions more golf fans will be watching the coverage and many of them will be inspired to plan and book future golf trips to Ayrshire.

Stephen Whitelaw, Digital Marketing Consultant took delegates on a fascinating, futuristic and at times daunting journey into the exponential growth of artificial intelligence (AI) and how it’s already transforming the way we do business, and the impact on the travel and tourism sector during this profound change.

Simon Houison-Craufurd, Chair of the Ayrshire & Arran Visitor Economy Leadership Group and Director of Craufurdland Estate opened and closed the event.

He said: “The visitor economy in Ayrshire remains a key sector which has a hugely important influence on the wider well-being and prosperity of our region. Our industry partners continue to work strongly collaboratively across our region, but these are difficult economic conditions, which need even more concerted efforts to help the region reach its true potential.

Today’s conference has demonstrated the strength of engagement of industry colleagues and other partners, whilst highlighting the complexity of the journey ahead.”

Daniel Steel, Chief Executive, Ayrshire & Arran Destination Alliance said: “We already know the value of the visitor economy in terms of expenditure and employment in our communities. There are fantastic businesses and committed, passionate people throughout Ayrshire and Arran. The conference has highlighted just how much great work is going on already, and with greater coordination and strategic focus this wonderful corner of Scotland will only continue to grow its appeal and share of the domestic and international visitors.”

VisitScotland’s Regional Director Lynsey Eckford said: “We know a great many visitors want a holiday to connect with nature and to be outdoors and they choose Scotland because of the scenery, our people and to immerse in our culture and experience local cuisine. All our marketing and activity are focusing on highlighting Ayrshire & Arran’s miles of stunning coastline offering water-based activities, great walking & cycling, and fantastic locally produced food and drink that can be enjoyed all year round.”

During the breakout sessions Rona Wallace and Craig Lawless, from VisitScotland took their group through travel distribution, reaching out to those international visitors who stay longer and spend more.

There was a closer look at AI’s impact on tourism led by Stephen Whitelaw, Social and Digital Consultant.

Cameron Bruce from Arran’s Food Journey and Adrienne McGeechan, East Ayrshire Council presented on Food and Drink.

Jenniffer Anderson, Ayrshire College led on Skills & Employability while Brogan Devlin, Business Energy Scotland advised on greening businesses.

Ends