Tourism campaign boosts visitors numbers to Galloway and Southern Ayrshire Biosphere
A tourism campaign is helping to boost visitor numbers to the Galloway and Southern Ayrshire Biosphere.
Scotland's UNESCO Trail was launched as a digital trail four years ago, linking UNESCO designated sites across the country.
And a study into the impact of the trail has revealed it has helped boost Scotland's profile as a holiday destination.
The research also found that the trail played an important part in nearly 40 per cent of visitors' decision to come to the UNESCO-designated biosphere.
Biosphere director, Ed Forrest, said: 'We are proud and delighted that visitors recognise Scotland's UNESCO Trail as both unique and inspiring. Not only does the trail showcase a world class tourism offer across the whole of the country, it is a foundation on which we can continue to build sustainability within our UNESCO Biosphere's visitor economy, encouraging responsible behaviour alongside immersive learning about natural and cultural heritage.
'As an organisation working closely with local businesses and communities, we have been promoting Scotland's UNESCO Trail since its launch and supporting others to integrate its messaging into their own marketing.
'We are pleased to see the trail is increasingly being utilised by local businesses and attractions and know that they view it with pride, to be part of something that is valued globally. It's especially rewarding to see the micro and SMEs which are the backbone of tourism in our very rural area feel connectivity with other UNESCO sites.
'Scotland's UNESCO Trail is something we will continue to build on. For all the designations it encompasses our shared ethos of innovation and collaboration towards the UN's Sustainable Development Goals. It's a fantastic platform for our region's amazing visitor offering, especially our Biosphere Communities and tourism businesses accredited through our Biosphere Certification Mark scheme.
'The future for the UNESCO Trail and for low carbon, nature-friendly tourism across Scotland looks very exciting indeed.'
The trail is the result of a partnership between VisitScotland, the Scottish Government, the UK National Commission for UNESCO, Historic Environment Scotland, NatureScot, the National Trust for Scotland and Scotland's UNESCO designations.
Business Minister Richard Lochhead said: 'The UNESCO Trail has been a pioneering project led by VisitScotland in partnership with sites across the country and this analysis shows the clear value of the initiative as it helps build a compelling story that is attracting tourists and visitors from across the world to our incredible, unique UNESCO sites up and down the country.'
VisitScotland chief executive, Vicki Miller, added: 'Scotland's UNESCO Trail was a major milestone in Scotland's responsible tourism ambitions. It helped support our work to encourage visitors to slow down and immerse themselves in our marvellous regions, ensuring the benefits of the visitor economy are felt right across our communities.
'Scotland's UNESCO designations encapsulate much of what makes Scotland a must-visit must-return destination. It is our unique landscape, history, heritage and culture that keep visitors coming back.'
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