A different Argyll visitor economy
VisitScotland regional director David Adams McGilp says Argyll and the Isles faces new challenges brought about by coronavirus.
He said: ‘This has undoubtedly been the toughest summer we have experienced. COVID-19 has had a devastating impact on the tourism and events industry. Businesses and operators are dealing with the economic fallout of shutting down one of our region’s most important industries and employers, worth nearly half a billion pounds of revenue annually. They are also investing in safety and hygiene measures and adapting to a shift in consumer behaviour.
‘VisitScotland launched a £3 million marketing campaign as restrictions on the tourism and events industry lifted in July. Only in Scotland can travelling so little make such a big difference - encouraging Scots to rediscover the joy of experiencing their own country. This was backed up by The Moment for Change – Get Tourism Ready support measures to make sure businesses and operators were ready to keep visitors and the local area safe, including the Good to Go scheme, to inspire confidence.’
David added: ‘As a member of the Argyll and Bute Economic Resilience Forum, we have been working together to help guide the tourism and events industry through the strategic and operational changes in the immediate and longer term future. VisitScotland staff have been supporting businesses across Argyll and the Isles to help them cope with these new challenges during an immensely stressful time.
‘Argyll, the Isles, Loch Lomond, Helensburgh and Dunbartonshire has been benefiting from the changing consumer demand for open spaces and outdoor activity and experiences. We have to make sure all our communities are part of this and that’s why the Extra Mile marketing campaign is so important, so visitors can explore every inch of our fantastic tourism product and no community is left behind.
‘We must encourage as much investment in transport and amenities as we can. VisitScotland administers the Rural Tourism Infrastructure Fund projects, with five projects currently earmarked for Argyll and Bute to make sure areas can cope with increased demand. We have to ensure visitors and communities can live in harmony with enough resources for both.
‘Our Visitor Charter, alongside initiatives from destination organisations like Explore Jura and Islay, sets out how tourists can enjoy the area responsibly, respecting fellow visitors and communities.
‘We are already adjusting to new safety and hygiene measures and visitors are taking confidence from this and adhering to these changes. We are seeing a rise in new domestic tourists enjoying extended Scottish holidays, perhaps for the first time. This inevitably brings challenges and VisitScotland is working to reach inexperienced campers who may not be familiar with the Scottish Outdoor Access Code or our messaging and channels.
‘VisitScotland, along with partner organisations including Keep Scotland Beautiful, Loch Lomond and The Trossachs National Park, NatureScot, Scottish Tourism Alliance and Wild Scotland, launched a working group to focus on collaborative activity facing into the challenges and opportunities of the boom in camping.
‘Responsible outdoor tourism messages have been promoted across some of the biggest commercial radio stations across Scotland and social media channels. There has been rallying support from influencers across Scotland. There’s already been some fantastic video, which contains some swearing, on BBC Social from outdoor adventurer Calum Maclean to get the serious message about responsible tourism over in a more informal way.
‘With unprecedented change to our way of life comes great innovation. The surge in demand for self-catering is leading to businesses responding while Argyll, the Isles, Loch Lomond, Helensburgh are among the locations featured in touch free visitor guides available to download from downtowncitymaps.com to devices. This has been a very different summer season for everyone, but our wide-open landscapes and coastline will continue to draw in visitors through autumn and winter if we can keep rising to the challenges we face.’