Tourism – Argyll’s heartbeat
Sir, As we begin a new year, I am filled with optimism and excitement following a great year for tourism in Argyll and the Isles. From highly successful marketing campaigns to hosting top events, 2017 built well on the successes of 2016.
It was also fantastic to see new investments such as the Carrick Castle Lodge near Lochgoilhead and the Heroes Centre in Helensburgh further enhance the region’s tourism offering.
In 2018 we can look forward to the new Scottish Submarine Centre, also in Helensburgh, which will feature a Cold War midget submarine, the HMS Stickleback. Our reputation as a quality destination relies on continued investment and innovation to ensure that current provision meets future demand.
New research revealed that Argyll and the Isles is the fourth most visited region in Scotland with an average of 891,000 overnight trips taken here each year.
The importance of these trips was also highlighted with 17 per cent of the population employed in the tourism sector, almost double the national average. Tourism is more than a holiday experience – it is integral to sustaining communities across Scotland by generating income, creating jobs and stimulating social change.
More and more people are realising just how important the sector is to the economy and these figures illustrate this vital impact that is growing year on year.
2017 was the Year of History, Heritage and Archaeology. From the carved footprint at Dunadd Hill Fort in Kilmartin Glen to Inveraray Castle it shone a light on the region’s rich heritage and fascinating history, showcasing some of our best assets and uncovering hidden gems.
As part of this themed year, Argyll and the Isles featured in our Trad Music marketing campaign. Launched in January, it utilised Facebook, Unruly and Spotify to connect young Scots with the spirit of Trad Music, events and festivals. Key events from the campaign included Best of the West, Oban Live and BowFest.
This year marks the Year of Young People which will inspire Scotland through its young people aged eight to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally.
Central to the year will be a celebratory events programme which will include The Royal National Mòd in Dunoon and Tiree Music festival. These world class events will allow the region to continue to showcase itself, and Scotland, as the perfect stage.
A major highlight of 2017 was the phenomenal success of the Wild About Argyll campaign. Launched by Argyll and the Isles Tourism Co-operative (AITC) in January, the campaign aimed to raise awareness about the region, targeting a young, active market and positioning Argyll and the Isles as Scotland’s Adventure Coast.
Supported by the VisitScotland Growth Fund, the online campaign has reached almost two million people and has driven more than half a million engagements.
The campaign has fostered collaboration throughout the region and we have enjoyed strengthened partnerships with AITC, Argyll and Bute Council and other public sector industry partners.
We Supported the AITC Tourism Summit in March and are key partners in the Tourism Argyll and the Isles 2020 strategy. Partnership and collaboration is at the heart of Scottish tourism and I look forward to our continued work with local industry this year to develop and deliver innovative initiatives that grow the region’s visitor economy.
In 2017 we revealed a dynamic strategy to address the diverse transformation in the way visitors access information on what to see and do while in the country.
This year Argyll and the Isles will see a significant increase in the number of channels providing content on places to visit and stay, with a mix of industry partners, Coo Vans and digital products sitting alongside the iCentres in Bowmore, Craignure, Oban and Rothesay.
Reflecting on a successful year really shows just how fantastic a tourism offering we have in Argyll and the Isles and also how important it is. Tourism is the heartbeat of the Scottish economy, causing a ripple effect which touches every industry and community, creating employment and economic growth. I look forward to another great year for tourism in Argyll and the Isles and all the benefits that come with it. David Adams McGilp, regional director, VisitScotland