Covid challenge will go on, says tourism chief
Resilience of industry has been‘heartening’
Almost two months after some of Stirling’s top attractions reopened, a leading tourism boss says that the industry still faces an uphill battle in its emergence from coronavirus.
Reflecting on the seven weeks since key sites reopened, Visitscotland regional director Neil Christison says there’s still reason to be optimistic for businesses across Loch Lomond, The Trossachs, Stirling and Forth Valley.
Mr Christison said: “Many tourism businesses across the region have reopened since we moved to phase three of the Scottish Government’s route map on July 15, welcoming back visitors with new measures in place. The resilience of the industry has also been heartening to see, as in the face of challenging times they’ve updated their operations and adapted to new protocol, giving visitors a sense of reassurance.”
Attractions, including Stirling Castle, the Falkirk Wheel and the Japanese Gardens in Dollar, reopened following the easing of lockdown.
Mr Christison added: “To inspire Scots to support businesses in a safe and responsible way, Visitscotland launched its latest marketing campaign in July, coinciding with the reopening of the industry.
“Our films and online advertising cover regions across the country, with Scottish Canals, Dollar Glen and Loch Achray among others featuring in the content. As Visitscotland’s marketing always covers a seasonal spread, activity will continue as we encourage people to explore all Scotland has to offer during the beautiful autumn and winter seasons too.
“It is wonderful to see people exploring new places as we’ve moved out of lockdown, supporting businesses and rediscovering Scotland. However, the recent months have brought some challenges in the region, especially in certain rural spots. We are listening to localised concerns and working hard to address these with partners and communities.
“Our response to some of the issues around camping and littering includes marketing activity with National Park Authorities, Naturescot, Scottish Tourism Alliance and Wild Scotland.
“Together we are targeting novice campers who may not be familiar with all the rules around camping, with the aim of educating them on how to use our outdoor spaces respectfully. The activity includes using influencers and creating relevant content to communicate to demographics which mainstream media may not always reach.”
Popular beauty spots across Loch Lomond and the Trossachs National Park have been over run with campers breaching by-laws.
Visitscotland launched its own visitor charter to help inform people how to behave responsibly.
Mr Christison added: “Although Visitscotland’s role is mainly advice based, the Rural Tourism Infrastructure Fund is also providing direct financial support to improve sites across the country.
“In Loch Lomond and the Trossachs, this includes an award of over £100,000 announced last year which will alleviate the tourism volume pressure on East Loch Lomond at Balmaha and Milarrochy Bay. The upgrades and modernisation of toilets, bins and the visitor centre will be invaluable, given ongoing high numbers of visitors to the area. Likewise at Doune, funds have been awarded to contribute to the refurbishment of the village toilets, extensions to the path network between the castle and village, signage and interpretation.
“Even during these difficult times, there have been some encouraging signs of financial investment in the region, with work around the Stirling and Clackmannanshire City Region Deal progressing. ”
He continued: “The months to come will not be straightforward, and as we’ve seen, there are many ever-changing issues to contend with around Covid-19.
“While much of the tourism industry has now reopened, there are undoubtedly challenges for businesses and destinations alike.
“We know that many are still struggling and will need support for some time to come. However, through partnership working and a flexible approach, we are seeing how tourism can begin to recover in a responsible way that drives positive economic and social activity across the Forth Valley region.”
It’s wonderful to see people exploring new places as we’ve moved out of lockdown