Summer campaign to make the most of our country as we move out of lockdown
With many Scots opting to holiday at home this year, Alison Campsie looks at how we can help Scotland’s tourist industry recover from the pandemic
It’s been a long time coming – but soon we will be able to sample all that is great about Scotland again.
From visiting those places that fill the heart, to sipping a cold pint in our favourite beer garden to enjoying a good meal in good company – much more will be within our reach come April 26 when travel restrictions are lifted on the mainland and the country opens up once more.
Following the most difficult times, it feels as if there are better days soon ahead.
Our Rediscover Scotland campaign wants to celebrate the best of what Scotland has to offer as well as support the people, the businesses, who are working hard to help us return to something that feels a little brighter. We could all do with some of that.
James Withers, chief executive of Scotland Food & Drink, said there was a “feeling of hope” as the tourism and hospitality business gears up to welcome us once again.
He said: "We are at a point where there is light at the end of the tunnel as tourism starts once again and that we might be able to salvage some of the season.
“It has been a brutal 12 months, but there has been a lot of innovation and we have picked up a real trend for supporting local businesses.
"There is a hope that we will re-open and not just go back to where we were, but move forward with this new energy.
"The hope is that we will look forward from these past 12 incredibly difficult months and go into a recovery that will really allow us to grasp new opportunities.”
He said that there had been huge interest in a new regional food fund set up by the Scottish Government which will help showcase the best in local produce in settings such as local food festivals and at markets at the end of piers.
Marc Crothall, chief executive of The Scottish Tourism Alliance, said supporting what was on your doorstep was a key move in the road to recovery.
He said: "We also encourage people to look at what is on their doorstep, the coffee shops, the restaurants and the bars. We really want to support these businesses and help to create the atmosphere and the experience of the destination."
Mr Crothall said that with Scotland still without international visitors – there were 3.5 million of them in 2018 – “every penny counted” for tourism businesses across the country right now.
“It's about food and drink and hospitality, but it is also about outdoor adventures, it is about activities like golf. Golf courses will be without international visitors. There is a great opportunity there to play on some of Scotland's golf courses.
"There are lots of different, unique experiences you can have staying at home and we would urge everyone to consider those.”
Nearly half of Scots (47 per cent) anticipate taking the same number – or more – overnight trips in Scotland between now and the end of the year.
Around 16 per cent of us plan to head off in spring, which rises to 37 per per cent during the summer months of July to September.
Just a quarter of Scots think they will head overseas this year, proving that home seems best for most of us right now.
Most Scots plan to head to the countryside this spring (34 per cent) with some rural time just beating a trip to a traditional coastal town, which is
the preferred destination for 33 per cent of those asked.
Trips to a smaller city or town (19 per cent) and large city (15 per cent) are still lagging behind in popular spring and summer trips
Mr Crothall said many people had not made any commitment to go anywhere as yet given uncertainty over the rules and the ongoing rollout of the vaccine programme
"For some, it is still too soon but people might want to think about a holiday in September or October and taking their holiday a little later.
"Tourism doesn’t shut down. It would be wonderful to see Glaswegians heading to Edinburgh, Edinburgh people heading to Glasgow, people visiting Dundee, Aberdeen, and for people from more rural areas heading to the cities.”
As we launch our Rediscover Scotland campaign, we will also look to encourage respect and responsibility as we get some of our freedoms back.
We have to tread the road out of lockdown with care and our scenic places and our rural communities need to be shown some love as a large number of Scots are expected to head into the countryside.
Abandoned tents and camping equipment, discarded rubbish and human waste
and roads blocked with badly parked cars and campers were all nasty consequences of the rush for open space last summer. Rural communities are desperate for this not to be repeated.
Malcolm Roughead, chief executive of Visit Scotland, said: “As we look towards tourism reopening, it’s great to see this campaign encouraging people to rediscover Scotland.
"It supports the launch of visit scotland’ s responsible tourism campaign which we’ve worked on with a number of organisations to ask people to respect, protect and enjoy our beautiful country.
“Whilst the tourism industry has been devastated by the Covid-19 pandemic, it has encouraged people across Scotland to get out and enjoy the countryside around them. It’s important this is done in a responsible manner by respecting local communities while enjoying the spectacular offering we have on our doorsteps, so as not to put undue pressure on infrastructure, communities and our natural assets.
“To maintain our stunning landscapes and countryside that we all love to visit, we must ensure we protect our natural environment by being responsible and respectful when visiting. ”