A new marketing initiative aimed at encouraging more visitors to take advantage of Scotland’s ‘adventure coast’ was revealed at an event in Glasgow last night.
More than 250 tourism professionals attended the launch of Wild About Argyll, a £100,000 initiative designed to showcase the breadth of outdoors activities and adventure sports available throughout the west coast to a global audience over the next 12 months.
The event took place at Oran Mor in the city’s West End and was hosted by record-breaking long distance cyclist, adventurer, broadcaster and author, Mark Beaumont.
Adventure tourism has been identified as an area for growth within Scotland. Tourism Scotland 2020, the national tourism strategy, highlights ‘activities and adventure’ – worth an estimated £759 million to the economy – and mountain biking – valued at £119 million – as sectors with real potential.
The campaign launch coincided with the recent unveiling of Glasgow’s new Tourism and Visitor Plan to 2023.
Led by partners Glasgow Life, VisitScotland and Scottish Enterprise, it provides the framework through which the city hopes to attract one million more visitors and position Glasgow as the ‘gateway to Scotland’ over the next seven years.
Achieving a baseline of three million overnight visits per year by 2023 will deliver an economic boost of £771 million and contribute an additional 6,600 jobs in the city.
It will also help to achieve Scotland’s target of an additional £1 billion of visitor expenditure by 2020 and align with the aims of the Glasgow City Region City Deal; supporting the growth of the wider west of Scotland economy.
Fiona Hyslop, cabinet secretary for culture, tourism and external affairs, said: “Tourism is of vital importance to our rural and island communities, which every year welcome millions of visitors.
“Our dramatic landscapes and seascapes provide the perfect background for a wide range of adventure tourism experiences. I welcome this ambitious initiative by Argyll and The Isles Tourism Co-operative, which will showcase some of the best of what Scotland has to offer.”