22-06-2025
New VisitScotland CEO Vicki Miller choses Ayrshire & Arran as first stop on nationwide tourism tour
Miss Miller held talks with a number of key stakeholders during her two day visit to the region.
Ayrshire & Arran was chosen as the first destination as VisitScotland's new Chief Executive, Vicki Miller, engages in a series of tourism industry meetings around Scotland.
The two-day schedule gave The National Tourism Organisation's CEO the opportunity to hear directly from businesses and partners, listen to their current challenges and discuss ways to increase visitor numbers and spend.
Scotland continues to perform strongly in attracting international visitors and VisitScotland's new boss was keen to emphasise to businesses that Ayrshire & Arran is well placed to increase the number of overseas visits, through marketing and travel trade activity.
Working with both VisitArran for island businesses and Ayrshire Chamber of Commerce, who will now be taking a more central role in tourism and events for Ayrshire, VisitScotland is looking at a programme of business support, to grow the value of the visitor economy in the region.
The visit included two business events, first in South Ayrshire at Brig O'Doon Hotel in Alloway and then on Arran at the Kinloch Hotel in Blackwaterfoot.
Supported by Ayrshire Chamber of Commerce and VisitArran, businesses joined Miss Miller to hear more about VisitScotland's future direction as an economic growth agency and how this will support industry, before sharing the unique challenges they are currently facing in the region.
She visited three former Scottish Thistle Award winners, Auchrannie Resort, Trump Turnberry and Friends of Dundonald Castle, to experience in person Ayrshire's high-quality tourism offering and see the progress of recent investment and product development.
There were also meetings with all three local authorities, North, South and East Ayrshire Council.
In 2023, visitors to Ayrshire and Arran spent £323 million. This money supports more than 1,000 tourism businesses and 14,000 tourism jobs across the region, stimulating additional investment and revenue in the wider local supply chain which includes food and drink, arts and culture, retail, construction and transport.
Ayrshire's visitor economy is playing a key role in contributing to the regeneration of the region's towns and urban areas, the sustainability of rural and island communities and the journey to net zero.
VisitScotland Chief Executive, Ms Miller, said: 'It was a productive and enjoyable couple of days spending time in Ayrshire & Arran's wonderful scenery with colleagues.
'The itinerary was planned to maximise the time I spent with businesses and industry representatives and it's great to hear directly from such a creative and passionate industry in Ayrshire, working to make a positive difference to visitors and residents.
'These meetings are extremely important to understand local challenges and opportunities and to agree how VisitScotland can continue to support businesses and stakeholders through our work.
'I firmly believe Ayrshire & Arran has a diverse range of high-quality tourism and events experiences that resonate strongly with international audiences. Data and insights show growing demand for exactly what the region offers, from outdoor wellness to authentic, community-led experiences.
'Our purpose at VisitScotland is clear – to drive the visitor economy, growing its value in the regions of Scotland, set out in our new three-year Corporate Plan, to create better places for people to live, work and visit.'
