Businesses and industry partners met to discuss ways to make Ayrshire & Arran a leading tourism destination in Scotland.
More than 100 delegates gathered at the Ayrshire & Arran Tourism Conference 2024 at The Park Hotel in Kilmarnock on Tuesday, May 14.
In the opening session, Susan Dickiem from VisitScotland explained how global travel has been returning to pre-pandemic levels and many of those coming to Scotland have a very positive attitude towards their time in Ayrshire and Arran.
The audience heard how visitors enjoy the authentic experiences and connecting with the people, landscapes and nature.
Lynsey Eckford, Regional Director at VisitScotland, highlighted the islands, beaches, country parks and estates all help to meet this demand.
Attendees heard how promoting outdoor pursuits, cultural attractions and fresh local produce will help draw visitors and are all priority areas for development in the Ayrshire and our Islands Visitor Economy Strategy.
The trend for authentic food and drink experiences were showcased at the event, with the popularity of agritourism, as well as sustainable and community-led tourism initiatives represented on an industry panel from across Ayrshire and Arran.
Panellists included Stephanie Wade from Hub International, Susanne Arbuckle from Girvan, Ailsa Currie from Bellevue Farm, Julia McMurdie from North Ayrshire Council and Daniel Jack from Jacks Alt Stays.
Robert Oxley OBE, Director of Public Affairs for The R&A, described how The Open at Royal Troon in July will see a quarter of a million spectators visit Ayrshire - worth tens of millions of pounds to hospitality, shops and attractions in the region during the week.
Millions more golf fans will be watching the coverage and many of them will be inspired to plan and book future golf trips to Ayrshire.
Simon Houison-Craufurd, Chair of the Ayrshire & Arran Visitor Economy Leadership Group and Director of Craufurdland Estate, opened and closed the event.
He said: “The visitor economy in Ayrshire remains a key sector which has a hugely important influence on the wider well-being and prosperity of our region.
"Our industry partners continue to work strongly collaboratively across our region, but these are difficult economic conditions, which need even more concerted efforts to help the region reach its true potential.
"Today’s conference has demonstrated the strength of engagement of industry colleagues and other partners, whilst highlighting the complexity of the journey ahead.”
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