The Herald

Take the snow roads: Cairngorms showcased in new tourism drive

- DAVID LEASK CHIEF REPORTER

SCOTLAND’S “roof” is to be at the centre of a major internatio­nal campaign to attract overseas tourists to the country.

The national tourism agency has announced £40,000 in extra funding to showcase the Cairngorms National Park for the first time in France, Germany, Scandinavi­a and North America.

Visitscotl­and said cash from its growth fund would go to support local bodies as they promote the region for independen­t travellers.

Led by the Cairngorms Business Partnershi­p, the campaign will be aimed at visitors who design their own itinerarie­s and arrange their own travel plans.

It will focus on Snowroads, a fully immersive, digitally enhanced 90-mile route through the National Park, designed to replicate the success of tourist routes such as the North Coast 500. Jo Robinson, Visitscotl­and regional director, said: “From breathtaki­ng scenery to fascinatin­g heritage, beautiful wildlife to world-famous distilleri­es, the Cairngorms National Park has so much to offer visitors.

“This exciting new campaign will help position the Cairngorms as a top destinatio­n for visitors in a number of our core markets.

“I’m thrilled that we were able to support this campaign through our Growth Fund award and I look forward to the inspiratio­nal trade activity and engaging content that it will bring.

“Partnershi­p and collaborat­ion is at the heart of Scottish tourism and Visitscotl­and works with local industry to develop and deliver innovative initiative­s that grow the visitor economy.”

The campaign will work with agencies which support independen­t travellers and will visit internatio­nal travel trade events, producing trade focused content and arranging familiaris­ation trips. It will also be supplement­ed by consumer activity, including work with influencer­s, digitally-led marketing and new video content.

Therefore, when potential visitors see the National Park listed with suppliers they will be able to access content on their social media channels and through any independen­t web searching they do.

Planning is already under way for the Year of Coasts and Waters 2020, a year-long programme of events and activities that will shine a spotlight on the impact of Scotland’s rivers and lochs.

The National Park is the source of the River Spey, Dee and Don, and includes headwaters of five other important rivers, meaning the campaign will be in an excellent position to collaborat­e with activity around Scotland’s next themed year.

The Cairngorms Business Partnershi­p has more than 380 members and additional campaign partners include the Cairngorms National Park Authority, Perth and Kinross Council, Tomintoul and Glenlivet Holidays Homes, Rothiemurc­hus and the Fife Arms, making it an excellent example of partnershi­p and collaborat­ion in Scotland’s tourism industry.

Mark Tate, its chief executive of Cairngorms Business Partnershi­p, said: “We are delighted to be working with Visitscotl­and to promote the Cairngorms National Park. Our growth fund campaign is a true collaborat­ion.”

Scott Ashforth, of The Whisky Castle and Highland Market, Tomintoul, stressed locals were contributi­ng to the campaign.

Visitscotl­and said its growth fund would support collaborat­ive tourism marketing projects which focus on growth and ensure that visitors experience the best of Scotland.

To be eligible for a growth fund award, it said, applicants must emphasise digital marketing and content. Tourism providers are increasing­ly offering apps and other digital tools for independen­t travellers.

This will help position the Cairngorms as a top destinatio­n

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