Take the snow roads: Cairngorms showcased in new tourism drive
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